Own the Fan, Own the Future: Artists Building Loyalty
Summary
In 2025, music campaigns live or die by fan connection, yet most artists don’t own their audience. Virgin Music Group’s Alice Young unpacks why taking control is more crucial than ever. From privacy-compliant data to personalized fan journeys, learn how to build long-term relationships beyond algorithms. Whether launching your first single or scaling globally, you’ll gain real tactics, tools, and creative strategies to turn passive followers into active superfans.
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Contributors
- Alice Young
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"details": "Alice Young is an experienced, forward-thinking executive with a tremendous track record of success in management, labels, and DSPs. In her decade-plus career in music she has distinguished herself as a fierce advocate for artists and a leader in global artist marketing. \r\r \r\rAfter receiving her Masters from the Clive Davis Institute of Music at NYU, Alice began her career as Marketing Director at mtheory, where she led global campaigns for international superstars like Flume, Zac Brown Band, and Zedd, including the number one smashes \"Stay\" and \"The Middle\".\r\r \r\rAlice went on to work for the product team at Spotify, helping develop and market tools for artists and labels. Wanting to be closer to artists, she moved to her native Australia and took over as MD of Future Classic, one of the most culturally significant independent label brands in the world. In her capacity as MD she oversaw label, publishing and management operations for a roster of international acts including Flume, G Flip, and SOPHIE.\r\r \r\rAt Virgin Music, Alice recently led the Grammy-winning campaign for St. Vincent, and oversees a team that runs marketing for artists including Clairo, Tove Lo, Tom Odell, and Sofi Tukker. It is in this capacity as an executive and leader where her experience truly shines through. She is currently focused on helping artists’ grow their owned audiences and cut through the noise in today’s marketplace. ",
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