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      <image:title>The Lab - don’t drown in the streams - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>The Lab - don’t drown in the streams - “One factor that brands should never overlook when trying to build an audience that is obsessed with their brand is world building. When you cultivate an entire universe around your brand from bottom funnel to top funnel, it results in an audience that is willing to buy whatever you are selling.”</image:title>
      <image:caption>— Rachel Pierre, MPH, MSM, Marketing Operations Specialist at Informa</image:caption>
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      <image:title>The Lab - don’t drown in the streams - “The most critical factor is moving away from seeing fan relationships as transactional. It starts with seeing people as communities, not just audiences. Audiences consume, while communities participate, connect, and develop a sense of belonging.”</image:title>
      <image:caption>— Adriana Palma, Digital Marketing Director at Sony Music Entertainment</image:caption>
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      <image:title>The Lab - don’t drown in the streams - “The most critical factor is giving listeners something to belong to, not just something to stream. People come for a song, but they stay when the artist represents who they are, shows up consistently between releases, and gives them real moments to experience together. Streams measure attention; belonging, consistency and shared experiences are what build a lifelong community.”</image:title>
      <image:caption>— Honour Aghedo, Project Manager of Marketing, Development &amp; Promotions at ONErpm Nigeria</image:caption>
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      <image:title>The Lab - don’t drown in the streams - “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.”</image:title>
      <image:caption>— Nkasiobi Chukwu, Head of Marketing &amp; Communications at Mavin Records</image:caption>
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      <image:title>The Lab - don’t drown in the streams - “I would put consistent follow-through first: people need to experience the value a brand promises, especially after the purchase. To build a community, give customers useful reasons to stay involved, listen to their feedback, and show them what changed because of it. I would measure progress through repeat participation, retention, and referrals rather than assuming a large following means people feel connected.”</image:title>
      <image:caption>— Yanyn San Luis, CEO &amp; Founder of The Win Woman</image:caption>
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      <image:title>The Lab - give the people what they want (or don’t)... - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>The Lab - the death of the 15-second loop - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>The Lab - getting on the same wavelength - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>The Lab - a fan is worth a thousand streams - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <image:image>
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      <image:title>The Lab - a fan is worth a thousand streams - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Artists' Guide - the subcultural audience framework &amp;amp; scarcity blueprint - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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