While big numbers on TikTok can create buzz for a single or revitalise catalogue, more direct artist-fan relationships can perhaps be found elsewhere.

“Habits have shifted towards messaging apps which have evolved into the modern-day fan clubs, while social platforms have become increasingly algorithm-based and content, rather than conversation, focused,” suggests Tom Gayner, CEO and co-founder of Levellr.

Levellr is designed to build fan communities via instant messaging platforms such as Discord and Telegram. It also enables artists to ...