Inside Fave: Jacquelle Horton's Vision for Empowering Music Superfans

Superfans, constituting 19% of U.S. music listeners, are revolutionizing the music industry, a transformation underscored in Luminate's 2023 Midyear Music Report . These individuals go beyond typical fandom; they're trendsetters and community builders, 54% more likely to be the first among their peers to discover and share new music and artists. Additionally, they're 43% more engaged in artist fandom communities, actively seeking out genuine connections and meaningful interactions beyond the music. Fave , with significant backing from Warner Music and Sony Music, adeptly taps into this enthusiasm, ensuring that fan voices are amplified, irrespective of direct artist participation. This groundbreaking platform aligns perfectly with superfan behaviors, promising a new era of enriched fan experience within the music industry. In our exclusive interview, Jacquelle Horton , Fave’s CEO & Founder, delves deeper into how the platform uniquely caters to this influential community and is setting the stage for the future of fan engagement.?

Fave's recent funding round saw significant investments from big names in the music industry such as Warner Music and Sony Music. What unique value does Fave bring to the table that has caught the eye of these industry giants?

Fave remains distinct from most fan community tools by focusing on true fan-to-fan engagement, which allows us to leverage the power of the fans rather than having our growth and engagement reliant on undoubtedly busy artists needing to be the one to keep the community going. Instead, we don’t require or need artists to be involved - it’s just a cherry on top. Artists can lean back in favor of elevating their fans' voices, empowering fans' creations and interactions to be front and center. Everything orients around the fans and recognizing what they're doing.?

Fave enables fans to earn status based on their fan activities and even hosts a reputation-based marketplace. How does this marketplace differ from other fan-based platforms, and how does it ensure authenticity and trustworthiness among its users?

On Fave’s fan-to-fan marketplace, fans can sell their unique creations inspired by the artists’ world and resale items in a trusted environment where you can validate the legitimacy of the fan on the other side of the transaction, solving major frustrations and damages that occur in a very scattered world of fan to fan transactions today. From this marketplace, fans themselves have a lane to become a part of the creator economy themselves, and our goal is to allow fans to make a living off of being amazing themselves. Another major selling point for Fave’s marketplace is that we allow artists to earn a percentage of the revenue generated from their fandom’s marketplace, allowing them passive income generated from allowing their fans to immerse in the world they created for them. This creates a win-win situation for everyone, where instead of artists being put in the unenviable situation of sending cease and desist notices to stop your most passionate supporters, we instead allow them to earn alongside them.?

Fave's AI-powered fan intelligence offers insights into activities fans engage in across the fan experience. How does this deep understanding of fandom behavior revolutionize how the music industry interacts with its audience?

We’ll have a lot more on this in upcoming announcements. Check back with Fave for more here very soon!

You mentioned the company's goal is to eventually move into creator communities beyond just music. Which other entertainment sectors do you foresee Fave expanding into, and how will the company look to adapt its platform to cater to these new markets?

Fave is open to expanding into any market where fans are passionate. So, as you can imagine, that opens up things quite a bit for us. Movies and sports are a couple of obvious avenues that we’re exploring, but there’s plenty more out there. Plus, we’re always open to suggestions because that means there is an inherent need not being met somewhere that Fave can help with.

With the superfan economy poised to potentially surpass $4 billion, how does Fave plan to continuously evolve and ensure they remain the go-to platform for superfans around the world?

By being laser-focused on our commitment that the fan comes first. Fans are always asked to give more and more - especially the most dedicated superfans - and we want Fave to always be a place where that dedication is rewarded.

Cheers,

Clayton Durant , Gabriella Raful , Lauren Sanchez

Fast Facts: Data

• A new Fan Insights Study , released by Live Nation, unveils a significant link between enhanced brand loyalty and the integration of live music perks in loyalty programs. The study highlights that live music enthusiasts are 70% more likely to participate in loyalty programs than the general populace, and it captures the emotional resonance of live music, with 67% of global fans identifying such events as some of the most memorable moments in their lives. This emotional connection translates to a stronger bond with associated brands, showcasing the unique impact of live music on consumer-brand relationships.
• Snapchat reported a significant growth in daily active users , reaching 406 million in the third quarter of 2023, a 12% increase from the 363 million reported the previous year. Despite this user growth, parent company Snap's revenues have not kept pace, showing a 5% year-on-year increase to $1.19 billion, and the company still operates at a loss, although losses have narrowed from the previous year.?
• According to a comprehensive study by Variety VIP and UTA IQ , the live music industry is experiencing a remarkable resurgence in 2023, with the top 100 worldwide tours generating a total gross of $5.7 million—50% higher than the previous year and a 44% increase from 2019. Ticket sales for these tours have risen by 24% since 2022 and 7% since 2019, highlighting a bright outlook for the live music sector, with U.S. revenue projected to reach up to $10.5 billion by 2027 and global revenue expected to top $25.6 billion. The study also reveals a shifting demographic trend, with 42% of men attending live music shows in the past year, compared to 31% of women. Additionally, 43% of consumers find live music events more meaningful than other live experiences, creating cherished memories, especially among millennials who are attending more live events post-pandemic. The report emphasizes the importance of venue accessibility and reasonable parking fees, as these factors play a crucial role in enhancing the live music experience, demonstrated by large-format concerts at major venues seeing record attendance figures this year.

Fast Facts: Platforms & Technologies?

• Shazam has introduced a new 'Concerts ' section within its My Music screen, providing personalized concert recommendations based on users' Shazam history, along with capabilities to search, filter, and set reminders for upcoming live music events. In addition to these features, the app will offer exclusive content from artists, such as behind-the-scenes videos and tour photos, with the 'Concerts' section now available on iOS and soon to be ported to Android, marking Shazam's ongoing expansion into live music discovery and integration with other Apple music properties.
• Spotify is introducing a significant update to its artist profile pages, organizing content under three primary tabs: Music, Events, and Merch. The Music tab now includes the artist’s tracks, albums, and Clips—a beta feature for short-form videos—as well as fundraising links and other promotional content. Events and Merch tabs allow fans to purchase show tickets and view up to 12 merchandise items, with integration via Shopify. This update, currently available only on the mobile app, aims to enhance user interaction with artists and provide additional revenue streams for creators.
• Instagram is experimenting with integrating selfie videos into its Notes feature , aiming to add a dynamic element to personal updates and potentially increase user engagement. With over 100 million teen accounts having shared Notes in recent months and teens creating content at a significantly higher rate than non-teens, the addition of video could bolster interaction, challenging platforms like Snapchat within the youth demographic.
• In Meta's Q3 earnings call, Mark Zuckerberg expressed enthusiasm about the progress of Threads, a Twitter-like app, stating it has gained almost 100 million monthly active users . Despite Twitter's reported decline in usage, potentially down to around 121 million daily active users according to third-party data, Zuckerberg aims for Threads to create a more positive billion-user public conversation platform. Influenced by recent changes and controversies on Twitter, Threads has seen increased downloads, potentially positioning itself to attract more users seeking an alternative platform, indicating a significant milestone if it can sustain its user base.
• X has rolled out an audio calling feature on its latest iOS version, allowing users to make calls from X DMs , with video calls expected to follow soon. Despite this addition, the excitement around this update is met with skepticism, considering the prevailing trend where most individuals, especially Millennials, prefer texting over audio calls, raising doubts about the feature's significance in an app that already offers direct messaging capabilities.
• Pinterest has unveiled an education hub tailored for creators, offering guides in 13 languages focusing on maximizing Pin utilization, gaining exposure in editorial spaces, aligning with platform trends, and creating high-quality Pins. The platform includes details on Pinterest's funding tools, education walk-throughs, and incentives for creators like the Creator Fund and "Creators Rewards" program. Geared toward Pin creators, the hub consolidates Pinterest's creator resources, offering valuable information not only for creators but also for marketers, featuring tools like an interactive content calendar for strategic posting.
• YouTube is developing an AI tool allowing creators to use the voices of popular artists, but negotiations with major record labels for beta release rights are prolonging the launch. The tool is intended to allow a select group of artists to permit creators to use their voices, potentially leading to a broader release for all users. Label negotiations are centered on artists' opt-in rights, AI model training, and monetization processes, with concerns over AI-generated vocal likeness and copyright infringement. The labels view the deal as precedent-setting for future AI agreements but face challenges finding artists willing to participate.?

Fast Facts: Brand Campaigns To Know?

• Maybelline New York has seamlessly integrated into the virtual world of Roblox with their “Makeup Your Mix ” campaign, presenting a unique blend of beauty and music. This digital endeavor features mini games, virtual makeup applications, and the debut of an exclusive song titled “Fantasy” by virtual DJ Kai. Users are invited to remix the track and explore Maybelline's products within this interactive space, highlighting the brand's innovative approach to engaging with the Gen Z demographic through a combination of self-expression, music, and virtual experiences.
• Bacardí is set to release “The Concept A.I.bum ,” an AI-generated music EP in collaboration with celebrated producer Boi-1da, featuring tracks from five burgeoning artists. Slated for a November release, the project leverages generative AI to blend the unique styles of the artists with Boi-1da’s, fostering an innovative collaborative recording process. In addition to the digital album, a limited run of vinyl records will be available for purchase, with all proceeds directly supporting the participating artists, underscoring Bacardí’s dedication to nurturing artistic talent through advanced technology.?
• Smirnoff is celebrating Hispanic Heritage Month with a vibrant collaboration featuring Latin urban music icon Wisin, encouraging those aged 25 and above to dance to the taste of Smirnoff and share their moves using the hashtag #BailaConSmirnoff. Participants have the chance to be featured in a social video set to Wisin’s new track "Cuerpo a Cuerpo." The campaign, which spans across Billboard Latin Music Week, the Billboard Latin Music Awards, and Día de los Muertos, is part of Smirnoff’s broader "Rhythm is a We Thing" initiative, highlighting the beauty of collective culture and traditions through music and flavorful experiences.
• Jack Daniel’s Tennessee Whiskey has partnered with renowned producer and DJ Metro Boomin for two performances at the upcoming U.S. and Las Vegas Grand Prix F1 events, where Metro Boomin will also unveil a limited edition Jack Daniel's label t-shirt, marking a first for the brand. The collaboration, facilitated by Universal Music Group for Brands, enhances Jack Daniel's presence in motorsports as an official partner of the McLaren Formula 1 racing team, further celebrated with a special McLaren Racing Edition Tennessee Whiskey bottle available in select F1 markets worldwide.
• Howard University has partnered with NYX Professional Makeup and Procter & Gamble (P&G) for its annual Yardfest Homecoming Concert , featuring performances by R&B artist Victoria Monét and rapper Kaliii. P&G will provide gift bags and grooming services, while NYX Professional Makeup will offer a sweepstakes with $25,000 in cash prizes for students, building on their successful collaboration from the previous year.
• Lucky Brand has launched its third collaborative collection with The Rolling Stones, featuring denim, knits, graphic T-shirts, and accessories adorned with the band's iconic tongue logo and vintage tour graphics. The collection, ranging from $40 to $599, is available exclusively on Lucky Brand’s website and in select stores, and arrives ahead of The Rolling Stones' first album release in almost two decades.
• E.l.f. Cosmetics has collaborated with Colombian star Manuel Turizo and creative agency Madwell to release a Spanish-language song titled “Ojos. Labios. Cara,” aimed at connecting with the Latinx community. The song and music video celebrate pachucas and Mexican-American culture, with a philanthropic element included through a $50,000? donation to the Maestro Cares Foundation. E.l.f. is leveraging Turizo's substantial social media following and previous chart success, aiming to create another streaming hit while emphasizing their commitment to inclusivity and representation in the beauty industry, particularly for Latinas.
• Michael Bublé has announced the launch of Fraser & Thompson, a new North American Whiskey in collaboration with master distiller Paul Cirka and spirits incubator WES Brands. The whiskey, crafted by experts at Heaven Hill in Kentucky, offers notes of fig, blood orange, caramel, vanilla, and spice. Bublé shared the news on social media and plans a marketing campaign despite his busy schedule. Fraser & Thompson whiskey is available in limited quantities in the U.S., select international markets, and online.??

Fast Facts: Music News To Know?

• Canadian artist Grimes, in collaboration with CreateSafe and Slip.stream , announced a project making over 200 AI-generated songs featuring her voice available to content creators. This partnership enables creators to incorporate GrimesAI tracks in a variety of digital content across different platforms, with the added ability for musicians to integrate Grimes’ vocals into their own compositions and distribute them on major streaming platforms. The collaboration aims to empower artists and content creators by providing them with innovative tools for artistic expression, while also tapping into the growing creator economy and the popularity of user-generated content on platforms like TikTok and YouTube.
• TikTok is expanding its influence in the music industry by hosting an in-person music festival named "TikTok In the Mix ," which will feature a blend of mainstream artists like Cardi B, Charlie Puth, Anitta, and Niall Horan, as well as emerging artists popular on the platform. The event is scheduled to take place on December 10th in Mesa, Arizona, promising an interactive experience with performances, small business pop-ups, and creator activations, all embodying the spirit of the platform’s For You page. In addition to the in-person experience, the entire festival will be livestreamed via TikTok Live, ensuring global accessibility and engagement.
• Anthropic, an AI firm and competitor of OpenAI, is facing a lawsuit from Universal Music Group and various major record labels, challenging the methods it employs to train its large language models, as demonstrated through its AI tool, Claude 2. The legal challenge centers on Anthropic's alleged distribution of copyrighted lyrics without proper licensing, setting the stage for a landmark case that could shape the future of AI and copyright laws. This pivotal lawsuit not only adds complexity to the ongoing debate around intellectual property rights in the realm of generative AI, but it also underscores the urgent need for legal frameworks that can keep pace with rapid technological advancements and adequately address the unique challenges posed by AI-driven content creation.
• Spotify is planning major changes to its royalty payout model , aiming to redirect $1 billion to ‘working artists’ and rights holders over the next five years. This initiative includes three main changes: establishing a minimum stream threshold before royalties are generated, penalizing distributors for fraudulent activity, and setting a minimum play-time for non-music ‘noise’ tracks to earn royalties. While these changes are designed to combat streaming fraud and ensure fair compensation for artists, the overall size of the royalty pool will remain the same, with a reallocation of funds away from less popular content and fraudulent activities.
• The Supreme Court will address ambiguity in copyright infringement law by reviewing a case against Warner Music, regarding the timeframe in which copyright holders can recover damages for infringement. The case centers around the unauthorized use of a song owned by a Florida producer, used by rapper Flo Rida, with contrasting lower court rulings on whether damages can be claimed for infringements occurring beyond a three-year window. The outcome will clarify whether the statute of limitations begins when the infringement happens or when the copyright holder becomes aware of it, with significant implications for the scope of potential copyright liability.
• Ultra Music Festival reveals their star-studded Phase 1 lineup for the 24th edition. The festival will be taking place this year from Friday, March 22 - Sunday, March 24, 2024 at the iconic home of Bayfront Park in Downtown Miami. Top headliners include Calvin Harris making his highly-anticipated return since 2013 as well as FISHER and Chris Lake.?

Fast Facts: New Music To Know

• South – Wu-Lu: Wu-Lu's music, showcased in his debut album LOGGERHEAD under Warp Records, reflects a unique fusion of rap, singing, and songwriting, creating a slightly skewed yet captivating pop-inspired sound. His work encompasses a diverse range of genres and styles,characterized by its exceptional indie pop songs . His sonic landscape presents a familiar yet disorienting ambiance that intrigues listeners, demonstrating his distinct and memorable approach to contemporary music.
• adore you – Fred again..: Fred again.., known for his extensive success behind the scenes as a songwriter and producer for top artists like Ed Sheeran and Rita Ora, gained widespread recognition in 2022. His solo work, reflected in the "Actual Life" series, involves a unique approach, crafting vocal-heavy dance songs from voice notes , found sounds, and various samples, while his collaborations span from albums with Headie One to recent singles with Skrillex and Flowdan.
• This Fractured Mind – Nation of Language: Nation of Language, with their blend of '80s new-wave and synth-pop influences, evoke a nostalgic yet vibrant sound through warm melodies and layered synths. Their sound presents a retro-pop masterpiece perfect for both energetic live performances and introspective headphone listening, establishing them as a standout alternative indie rock band known for their entertaining live shows .
• Kill Her Freak Out – Samia: Samia's album, "Honey," delves into raw emotions with dark humor and vulnerable lyrics , showcasing her highs, lows, relationships, and personal growth. The album is a community effort with longtime collaborators and new faces like Rostam contributing to its buoyant moments. Each of the concise 11 tracks navigates through varied moods, blending drum machines, dancing energy, gentle folk guitar, and hushed singing, embracing life's small moments within a larger context.