How Fred Again, The Man Behind The Scenes, Got Everyone Talking About Him

How Fred Again, The Man Behind The Scenes, Got Everyone Talking About Him

Strategy

:

A Story That People Crave

🚀 Success:

Regularly sells out shows in <30 seconds (2023)

🌱 Metrics Improved:

Sign Ups, Viral Coefficient

There are a lot of insanely talented musicians out there.

So how do you stand out?

Making good music is just half of the puzzle.

The formula

When it works best

How it looks in the real-world

A Story That People Crave

As a 16 year old kid from South London, Fred Again began collaborating with other artists. And they produced great music.

Since then he has worked with mega-popular artists like Ed Sheeran.

That’s great social proof. And the perfect spring board to make a name for himself.

But how exactly?

It’s simple. He doesn’t pretend to be anyone but himself. At least from what we can tell.

He portrays a down to earth ‘man of the people’ who gives out free concert tickets and rocks up to sets in unassuming casual clothes. He calls his albums ‘Actual Life’.

It’s exactly what the TikTok generation was craving - being able to relate to a superstar.

He doubled down, by jumping on the right relatable trends on social media. In the COVID pandemic, he wrote a song about how ‘we’ve lost dancing’.

Then to convert his fans into hype machines he puts on secret shows in random places. His followers have to watch his socials closely for hints.

The exclusivity and scarcity of his live shows build infectious FOMO. Fans literally run around trying to get a piece of this elusive enigma.

How it works

As a 16 year old kid from South London, Fred Again began collaborating with other artists. And they produced great music.

Since then he has worked with mega-popular artists like Ed Sheeran.

That’s great social proof. And the perfect spring board to make a name for himself.

But how exactly?

It’s simple. He doesn’t pretend to be anyone but himself. At least from what we can tell.

He portrays a down to earth ‘man of the people’ who gives out free concert tickets and rocks up to sets in unassuming casual clothes. He calls his albums ‘Actual Life’.

It’s exactly what the TikTok generation was craving - being able to relate to a superstar.

He doubled down, by jumping on the right relatable trends on social media. In the COVID pandemic, he wrote a song about how ‘we’ve lost dancing’.

Then to convert his fans into hype machines he puts on secret shows in random places. His followers have to watch his socials closely for hints.

The exclusivity and scarcity of his live shows build infectious FOMO. Fans literally run around trying to get a piece of this elusive enigma.

Why it works

What it means for you

How do fans perceive your story? Are they rooting for you to win? Focus on the elements of your own story that people can get behind and will want to share.

Genius rating:

9

/10

A man of many talents! He has crafted the perfect story and cult following to grow his product (his music).

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Cameron and a CRO

Hey! I'm Cameron.

Don't miss my next conversion examples! I share a new one every Friday.

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Cameron from Conversion Examples and Converted Agency