Since launching his music career a few short years ago, artist Johnny 2 Phones has amassed millions of streams thanks to tracks like “Rescue,” “Piss Me Off,” and “Gelato.” His lyrics and sound, a blend of hip-hop and R&B, landed him opening acts for new hip-hop stars , including Lil Uzi Vert and DaBaby, to name a few.
For the release of his latest single, Johnny 2 Phones turned to Community. He began by asking his followers on Instagram and TikTok to text his Community number a keyword for first access to the song. By using the Communities feature – an easy, powerful way to organize your Members into subgroups based on interests – he created a group of highly engaged Members (people in text message Community) wanting access to his new single.
He then asked the group what streaming platform they used, enabling him to segment these Members by digital streaming platform and send them the appropriate link. Not only did this strategy result in a 13% CTR, but his Community grew 57% in four days.
By using Community to release his new single, Johnny 2 Phones bypassed the algorithms of social media platforms, identified a group of superfans he now has direct access to via text, and provided them a personalized user experience by sending them a link to their preferred digital streaming platform.