A quick look at the best artists from the 1950s to the present shows that it’s an effective way to name your fan community by creating a common identity and building a community for strangers – think Beatles people, Lady Gaga Little Monsters or BeyHive of Beyonce. “While the verdict is given on whether Apple should call its users “Apple Seeds,” there is still much to learn from the artist retention model. Even the general manager of the Tekashi label calls “him” “the active Donald of the music industry” and points out that “80% of the comments on [YouTube] are obnoxious the analyses show that they are the ones who go to the concerts and buy the t-shirts”. The numbers are not yet exhausted: while the Brooklyn-born rapper is still in the extortion business, “he” has 14.5 million fans on Instagram and 13.1 million monthly listeners on Spotify, which is impressive. Musical artists at all levels not only produce content for content, but all serve the broader goal of building a brand and ultimately stimulating record sales and listening. Today’s artist is best understood as a brand manager, animator and content marketer: a powerful instagram that follows directly means more Spotify games. This is typical not only for an industry, but especially for the media industry, where content is not only a marketing tool, but also the product offering. For this reason, some of the most powerful social media contributions will include a call to action: “Link in bio” for the artist is Instagram Account, which means “Click here to find out more” for the technology company’s blog. For a few weeks, it was almost impossible to hear Drake’s success, as users from all over the world – celebrities, fans and even agnostic observers – presented their own version of a dance choreographed by a then obscure actor named Shiggy. Overall, this represents a 9% increase in global Internet use compared to January 2008.