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The Fred Again Playbook
How Fred Again disrupts the game – and how you can too.
Brenmar
August 15, 2024
Fred Agains L.A. Memorial Coliseum show sold over 65,000 tickets and grossed $6.4 million dollars.
But here’s the wildest part…
He announced the show only 4 days before.
That’s insane!
And whether you like his music or not (I’m a fan)…
You gotta admit that he’s doing a lot of things right.
If you’re a DJ or live performer…
You need to be studying Fred Agains playbook right now.
Let’s break down his strategies so you can apply them to elevate your shows and engage your audience.
Craft a unique story.
When you really think about it…
Life isn’t just a highlight reel of vacations, graduations, and new baby pics.
It’s about the small intimate moments.
Moments so normal we frequently take them for granted.
Fred Again took everyday, seemingly mundane experiences—like traveling on a train or spending time with friends—and infused them with meaning by pairing them with his music.
He’s done an amazing job turning ordinary visuals into powerful stories that resonate with his fans.
Today people crave authenticity.
They want to connect with the artist beyond just the music.
Don’t just post about your upcoming single…
Show them the story behind it.
For example…
Talk about about the imposter syndrome you had to overcome to finish it.
Show them the rare reference track from the 90’s that inspired it.
Reveal the old voice memo where the melody first came to you.
Bring the track to life by connecting it with the smaller more intimate moments it took to make it.
When fans see themselves in your journey or emotions, it deepens their connection to your music.
How You Can Apply This: Reflect on your personal experiences, values, or the stories you want to tell through your music. If you feel a bit vulnerable in the process, that’s a good sign. Focus on moments that highlight your individuality and connect emotionally with your audience.
Engage fans in real-time.
Don’t just dwell on your past story—let your fans experience what's happening with you RIGHT NOW.
Fred has done an amazing job at this and it’s why he can sell out huge shows with only a few days notice.
He keeps things exciting with spontaneous, real-time interactions that keep his fans paying attention. ⬇️
I also love that he engages his fans by getting their input on which songs to officially release.
This gets them involved in the album making process early and builds strong affinity. ⬇️
Netflix gives us all 8 episodes of our new favorite show all at once.
Amazon lets us buy anything we want and get it the next day.
Uber Eats let us order dinner with a few taps.
Society today is FAST and Fred is tapping into it.
In a world where fans crave instant gratification, engaging in real-time helps create a sense of urgency and exclusivity.
How You Can Apply This: Use social media to create live, in-the-moment interactions with your fans. Consider hosting surprise livestreams, Q&A sessions, or quick behind-the-scenes updates of your creative process. You can also ask fans what song to release next or what city to play in. Get creative!
Break the Rules of Traditional Touring
Fred Again challenges the typical touring model that most artists follow.
Instead of promoting shows months in advance and playing predictable venues…
Fred flips the script.
He leans into spontaneity.
Often announcing shows just days before they happen in random and unique locations.
This man has played everywhere!
A skatepark in Mexico. ⬇️
A pub in Dublin. ⬇️
Inside a waffle van in NYC. ⬇️
Yes Fred Again still plays the occasional “traditional venue” but all of these random pop-up events keep things fresh and exciting for him and his fans.
Fans feel like they're part of something unique and in-the-moment, not just another stop on a pre-planned tour.
Novelty is key here and we all fall for it.
New is exciting and always will be.
How You Can Apply This: Don’t be afraid to try something new and unexpected. Experiment with unconventional venues or shorter, more spontaneous tour runs. The key is to shake things up and keep your audience guessing while giving them something special and memorable.
To Recap:
Craft a unique story
Engage fans in real-time
Think beyond traditional touring
I believe Fred Again is redefining the artist-fan connection better than most right now.
And sure, he's an incredibly talented musician with influence and access to resources that not all of us might have...
But remember, it's not about copying his exact moves.
It's about understanding the principles and adapting them to your own style and situation.
I truly believe any artist can borrow a few ideas from what Fred Again is doing and find success with them.
What's one way you could apply these tips to your music career?
Thanks!
Please respond and let me know if you found this playbook helpful!
I might have a few others from other artists soon to follow.
Likewise, let me know if you have someone I should make a playbook on?
Chat next Thursday!
Brenmar 💯
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