Sony Music has acquired two fan engagement-focused apps, Songwhip and Fansifter, as part of its ongoing strategy to enhance artist-fan connections. The announcement was made during Sony Music’s Immersive Tech Day in London on October 22, where the company showcased its work in immersive entertainment and gaming.
Jacob Fowler, Chief Product Officer at Sony Music Entertainment (SME), confirmed the acquisition during a segment dedicated to the company’s approach to fan engagement. The move comes at a time when the music industry is increasingly focused on monetizing fan relationships, particularly the ‘superfan’ category.
Sony Music Group has been active in the acquisition space, having spent over $6 billion on mergers and acquisitions over the past decade. However, the company’s investments have not been limited to music rights. Sony has also been exploring non-music rights ventures, including experiential firms like Spain’s Proactiv Entertainment, UK concert promoter Senbla, and open-air cinema company The Luna Cinema.
Songwhip is a content marketing tool designed to help artists quickly generate microsites that centralize their content marketing, including tour dates, streaming links, and music videos. According to Fowler, the app serves as a “mini website ‘Link in Bio’ solution for the music industry,” allowing artists and labels to create marketing hubs where fans can engage with their content.
Fansifter, on the other hand, is a data-driven tool that categorizes fans based on their engagement levels. Using proprietary algorithms, the app helps artists and their teams better understand their audience by dividing them into segments such as ‘superfans,’ ‘engaged’ fans, and ‘casual’ fans. This enables targeted marketing campaigns, such as offering exclusive content to superfans via SMS or email.
The acquisition of Songwhip and Fansifter is part of Sony Music’s broader strategy to deepen fan engagement across all revenue streams. Rob Stringer, Chairman of Sony Music Group, hinted at the company’s investment in Fansifter earlier this year during a presentation to Sony Corp investors, emphasizing the importance of building fan connections.
Negla Abdela, Managing Director of Sony’s Ministry of Sound, praised the fan segmentation capabilities of Fansifter, stating that it makes it easier to understand the audience and tailor marketing strategies, especially when working with new artists.
In addition to the app acquisitions, Sony Music continues to explore opportunities in the immersive entertainment space through its Sony Immersive Music Studios (Sony IMS) division. During the Tech Day event, the company revealed upcoming projects, including a virtual performance by British singer-songwriter Myles Smith on the popular video game Fortnite, scheduled for October 25. The event will feature an avatar of Smith performing several tracks, including his hit single Stargazing.
Sony is also exploring virtual merchandise opportunities on platforms like Roblox. RCA UK artist JADE recently launched limited-edition virtual items on Roblox to support her latest releases, further showcasing Sony’s commitment to innovative fan engagement strategies.
By acquiring Songwhip and Fansifter, Sony Music aims to further strengthen the relationship between artists and their fans, providing tools that offer both marketing solutions and personalized fan experiences.
