You don't have to be in music to have fans, and you don't have to be a music artist to build an army of loyal supporters. Brands in any vertical can learn from the musical icons (and their forward-thinking teams) who have built passionate communities of superfans, creating an emotional connection that drives tangible results.

By looking at these globally successful music artists and superstars, we can see a template for any brand to connect with fans. Artists like Fred again.., Gorillaz, Grimes, Lil Nas X, Maisie Peters and the Weeknd have effectively utilised Discord to build and sustain engaged communities, offering their fans a deeper and more interactive experience beyond traditional (and increasingly ineffective) social media platforms.

Maisie Peters

Singer-songwriter Maisie Peters uses her Discord server to connect with fans in a personal way. Her official Discord server is a cozy, intimate space where fans can discuss Maisie's music, share personal stories, and participate in exclusive Q&A sessions. Maisie also uses the server to drop hints about upcoming releases, tease unheard clips and share behind-the-scenes content. To promote her album The Good Witch, Maisie shared custom-made tarot card images for each song and held a puzzle competition which set fans buzzing. The Good Witch premiered at number one on the UK Albums Chart, selling 20,760 units in its first week, marking Maisie’s first chart-topping album in her home country.

This is a perfect example of the passion and loyalty that is inspired when the subject of a server is infused with personality, relatability and even vulnerability.

Fred again..

Just as the music made by Fred again.. is created in collaboration with friends and fans who contribute samples, voice notes and other sounds, Fred's Discord server is an energetic space where fans love to engage with his music and creative process. Fred uses the server to share exclusive previews of tracks, host listening parties and interact directly with his community.

The server also includes channels for fans to discuss music production and share their own music, making it a vibrant community for electronic music enthusiasts - a great example of how a brand can leverage wider interests and related subjects to bind fans to the brand.

Olafur Arnalds: OPIA

Composer and musician Olafur Arnalds has created one of the most interactive and collaborative spaces you can imagine with OPIA. Members share their music, seeking feedback on unfinished tracks working together on music and art. This not only engages fans but also provides valuable insights into what resonates with their audience. As well as the fan meetups and listening sessions that are quickly becoming popular on many brand's servers, OPIA also organised a concert showcasing some of the most dazzling musicians who joined the server as fans.

Involving fans in the creative process drives stellar engagement rates and attracts new users, with many fans actively participating in feedback sessions and eagerly awaiting new releases.

Gorillaz

Blockbuster band Gorillaz crafted a unique experience on their Discord server by blending their music with their instantly-recognisable visual art. The server is a hub for fans to discuss the band’s expansive universe, share fan art and explore the lore behind their characters. Gorillaz also use the platform to announce new music, host listening parties, and livestream concerts - including their star-studded Coachella 2023 set - for fans around the world to watch, engaging their global fanbase in a more interactive way.

This is a perfect example of how Discord is a key hub in a multi-channel marketing strategy spanning all kinds of platforms and media.

Twenty One Pilots

Multi-platinum artists Twenty One Pilots created a unique Discord experience by launching a scavenger hunt within the server as part of their Scaled and Icy album campaign. Fans worked together to solve puzzles and unlock exclusive content, creating a sense of community and engagement.

Grimes

Famously future-gazing artist Grimes uses Discord to connect with fans over her art, music and endlessly curiosity about technology. The server offers a space for discussions on her provocative and multi-faceted projects, as well as providing updates on new releases and teasing upcoming works.

Lil Nas X

Lil Nas X engages his Discord community with exclusive content, such as sneak peeks of new music and behind-the-scenes footage. He also organises fan contests and interactive events, boosting fan engagement and loyalty.

KSI

KSI's Discord server serves as a multi-purpose platform where he promotes his music, YouTube content and boxing matches. The server has become a central hub for his diverse fanbase, with sections dedicated to music discussions and live events.

This is a clear example of how a brand can escape the confines of social media - where brands are at the whim of the algorithm or changing user interest - to adopt a platform that comes with much more freedom.

The Weeknd

The Weeknd used Discord as part of the rollout for his no. 1 album After Hours. Even when the accompanying arena tour was cancelled due to the Covid pandemic, he was able to engage fans through live chats, exclusive content drops and collaborative events, creating an immersive experience that extended the album's narrative and bridged the gap until his next releases including 2022's no. 1 album Dawn.

This is a great example of how a Discord community is the best venue for keeping brand interest high even between releases, campaigns and product launches.

And now it's your turn

Megastars like these show that Discord is more than a megaphone for broadcasting to fans. Smart brands recognise the power and flexibility of Discord's features and tools for building a central hub for their most engaged followers. Through strategic events and activations, it's the perfect platform to foster a sense of community, drive fan engagement, and offer unique experiences that deepen the connection with your audience.

Compared to social media, the nuanced data analytic insights available from Discord give you an exponentially richer view of metrics like engagement levels and participation rates, clearly showing the effectiveness of these strategies in building vibrant and active fan communities - which in turn drive ROI in marketing and monetisation KPIs.

Adapting these templates for your brand is a powerful way to connect with fans and customers. Leveller's community management experts can help you plan strategies that draw users to your brand, no matter what vertical you're in: from Fall Out Boy to Starbucks, we help brands engage fans and loyal customers to turn happy and healthy Discord communities into real results. Contact Levellr today to find out more.