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237 GLOBAL: WHO DOESN'T LOVE AN ENGAGEMENT STORY?

It goes without saying that in today's music ecosystem, an artist’s career is hardly sustainable without fan engagement. While acts have often relied on social media to maintain contact with, mobilize and incentivize fans, they don’t own the data resulting from these interactions. It’s also been challenging for creators to directly monetize activity on those platforms.

Mark Weiss-led 237 Global has built its bona fides giving artists the tools to customize and control the entire environment of fan engagement. With bespoke apps and VIP events, the company allows users to take ownership of the most crucial of all relationships via dedicated message boards connecting fans and artists, livestreams, pre-sales, exclusive media, merch and more. Most vitally, the precious data generated by such interaction belongs to the artist and their team.

All of which explains why acts as varied as Shawn Mendes, Fall Out Boy, Wiz Khalifa, Gracie Abrams, Bebe Rexha, JVKE, ODESZA, NF, 311, Weezer, Lynyrd Skynyrd, Peter Frampton, Kenny Loggins, Mark Tuan, Smashing Pumpkins, Tate McRae, Lionel Richie, New Kids on the Block, The Band Camino, Keshi, Sparks and the Tedeschi Trucks Band—have jumped aboard. Some 40 acts, ranging from chart-topping veterans to critically acclaimed newcomers, have signed on in 2023 alone.


Beer pong in the FOB VIP lounge; Weiss flanked by ODESZA; the Pumpkins bar

The possibilities for unique experiences, whether live or virtual, targeting superfans are vast, including but not limited to curated backstage events, museum-style memorabilia walk-throughs, good, old-fashioned meet-and-greets, early entry into venues and whatever else creators and co. can dream up.

Speaking of "and co.," Weiss describes the response from the artist community as “overwhelming” but adds that as gratifying as that's been, he’s equally encouraged by the buy-in of management companies and talent agencies, which have been imaginative and energetic partners in stretching 237's capabilities. “Virtually every team we work with,” he notes, “expands our skill set and increases the reach and depth of our offerings.”

237 Global now has offices in New York, Los Angeles, Nashville, London and Valencia, Spain. The rapidly expanding staff handles all aspects of idea generation as well as the construction of VIP experiences, ticketing, production, fan communications and marketing. 237 has also scaled up its tech team, enabling it to lead the field of mobile-first artist platforms.

Weiss is currently working on an app to keep us at arm’s length at all times.

NEAR TRUTHS:
PIVOT POINTS
Breaking down the nuances of a transformational moment (2/27a)
KYNCL'S BULLISH ON SUPERFANS
There's gonna be an app for that. (2/27a)
HITS LIST:
CHANGE IS NOW
Is a seismic shift occurring? (2/27a)
ON THE COVER:
TOP DAWG
Evidence that miracles can happen. (2/27a)
WHY “NOTHING MATTERS” MATTERS
Give 'em hell, KG. (2/27a)
OUR TOP 10 LIST FOR 2024
Just kidding. But we'll get there.
STRUM AND DRANG
How guitar music got big again.
GRAMMY GRAMMY GRAMMY
Start digging out your formal wear and let's do this.
THE NEXT BIG MONEY PLAY
it's not what you think.
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