In 2021, Warner Music launched WMX with hopes of expanding artists' brands beyond their music and connecting them with fans. A year later, WMX Artist and Fan Experiences President Danielle Lee says the division has created a new facet of the music business, not to mention a new revenue stream.
It’s no secret that artists are some of the biggest influencers setting trends and pushing the culture forward. My goal is to tap into each artists’ authentic voice and identify where they have the right to win. There are so many communities that artists deeply connect with that have been ignored by beauty, fashion, and many other industries. We strive to create products and experiences forof these fan communities. For example, Lizzo’s merch collection is size-inclusive, ranging from 4X to XS.
For example, just last month, Cardi B was trending on Twitter due to a court appearance. Within 24 hours, WMX created and launched a new campaign called 'Why am I trending?' featuring two new t-shirt designs. The other big shift in our vision is how the metaverse and Web3 fold into our offering. We are using AR to give fans a more immersive shopping experience, allowing them to virtually try on merch while listening to the artist.
We’ve seen a lot of positive responses from a diverse array of fans. Lizzo promotes her merch all the time, so fans have been excited to buy into her brand and rep their favorite artist by rocking her gear. One piece of feedback that we’re very proud to hear is that her fans appreciate the inclusive sizes that are available—from 4X to XS.
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