You have to remember that you're ultimately still just doing marketing. We have a tendency to niche down on tactics that are very common within the music industry, but there are rules around marketing in general that still apply—they've been around for a long time because they work. When you're going to build out a community, you need to figure out a way to make sure that you're in tune with what's relevant to the consumer in terms of what they want, and that's important because what they want changes. The most critical thing to help you drive retention would then be just essentially audience intelligence.”

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