Musicians and fans have been brought significantly closer together through social media. Artists now have the ability to engage directly with their fans on Twitter, Facebook, and countless other social networks, providing instant access to exclusive content, behind the scenes photos and personal insights from the artists themselves as they happen.
"It was very easy to work with the Echo team... I like that they are either anticipating to my needs or they are listening to me."
- Lee Hammond,
VP of Digital, Interscope/Geffen/A&M

Harness Fan Interaction Worldwide, Across Every Social Platform

To capitalize on this engagement, Universal Music Group leverages the Echo Platform to aggregate social activity from across the web and make it a central part of their engagement strategy across hundreds of artist websites, including Lady Gaga, Justin Bieber, Asher Roth and Dr. Dre.

Instead of having to check multiple social networks for the latest activity, fans can visit the artist’s site to get the latest updates and chat directly with other fans in real-time. Since launching their social music strategy, Universal Music Group has seen a significant increase in user registrations and has honed their communications to be more targeted and relevant to each fan in their database.

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