Work with Nice Life Recording Company, the team behind Tinashe, across three releases
Half her pre-savers opted in to every release that follows.
Tinashe used forever saves and no-release-date pre-saves across Needs, BB/ANG3L, and the surprise drop of Nasty: half of her pre-savers converted to forever saves, and Nasty doubled her fan database.
50%
Pre-savers who converted to forever saves
2x
Fan database growth from the Nasty release
What this shows, and what it does not
Shows: Across the Needs, BB/ANG3L and Nasty campaigns, from late 2023 into 2024, one in two fans who pre-saved chose forever save, and the Nasty campaign doubled the fan database. Does not show: The size of the database, or how many of those fans stay opted in over time.
The setup
At the end of 2023, Tinashe set out to find her superfans. Not the casual listeners the algorithm rents her for a week, but the fans who want every release the moment it exists. She wanted their names, their emails, and a direct line that no platform could take away.
The play
The campaign started with Symphony pre-saves on Needs and BB/ANG3L. Each pre-save handed over fan data, and each fan went into a list her team kept working between releases, so the anticipation never had a chance to cool.
Then came Nasty, one of the hit songs of 2024, released as a surprise. The team ran the no-release-date pre-save with the forever-save boost attached: fans committed to a record with no announced date, and one click opted them into every future release automatically.
The results
For every two fans who pre-saved, one converted to a forever save, building a database of listeners who opted in to have her future releases saved on release day. And the Nasty campaign doubled the number of fans in that database. The superfans she went looking for are now a list her team can reach, not a metric she watches.
Where this playbook lives now
Cue and Echo run this play today.
In the workspace today this playbook belongs to Cue and Echo. Cue runs the pre-save and forever-save machinery, including the no-date version built for surprise drops. Echo takes the database those campaigns build, finds the superfans inside it, and keeps them warm between releases so the next drop lands on a list twice the size.
Source: original case study, figures as published. That campaign ran on an earlier version of Symphony; the agents named here run this kind of work today and did not produce these figures.
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