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.