WMG JOINS A COMMUNITY OF TEXTERS

Warner Music is partnering with text-messaging platform Community to inform users about new music, concerts, merch and more.

Warner Music artists have been early adopters of Community, including Warner Records’ Ali Gatie, who regularly texts with his fans, sending them personal birthday messages and exchanging selfies. Labelmate Junior Varsity has also been steadily building its Community presence, through pop-up shows in New York City and Los Angeles.

The Warner Music deal is Community’s first with a major music company.

“Community's model helps us cut through the noise and gives us an authentic, personal and unique way to reach the superfans,” said WEA’s SVP, Global Audience Strategy, Scott Cherkin. “The direct line helps our artists get to know their fans better and opens up opportunities for them to plug their priorities—whether it be merch, concert tickets or a new single—knowing they have an engaged and eager audience on the receiving end. Some artists are already promoting their numbers at shows to really great reception, and we’re excited to offer Community to even more artists in the Warner Music family."