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Did John Summit just set the new standard for album rollouts? CTRL ESCAPE was more than an album drop. It was a full-blown world fans could step into. And it timed up perfectly with tax season. Summit leaned into his former life as an Ernst & Young accountant to create the “John Schuster, CPA” universe: 📞 hotline numbers 💼 fake business cards 🧾 voicemail recordings 🪧 billboards 🏢 pop-ups The reason it worked? None of it felt like random promo. Every piece of the rollout gave fans something to do: → call the number → party at the pop-up → unlock access to new tracks → join the list → share the joke Fans loved the CPA persona so much, they created their own content around it. Summit even posted behind-the-scenes content of himself building the world — like recording and re-recording voicemail messages for fans between sets. Meanwhile, the team was quietly building a direct audience of hundreds of thousands of fans before the album even dropped. A few standout moments: 📞 Hotline + business cards + billboards drove UGC and sign-ups 🎯 Geo-targeted invites to the LA pop-up drove a 186% CTR 📲 Most sign-ups came from online teasers pushing fans to link in bio The best artist rollouts today don’t feel like marketing campaigns. They feel like unique world’s fans want to participate in.

Stop fighting the algorithm. 🤠🥊 Create your own feed w/ @laylo to promote your shows, track your drops, & connect with your most loyal fans - Time to take your project to the next level! 🚀🌙 Get 10,000 FREE messaging credits w/ the signup link in my profile 📲✅ #music #marketing #musicmarketing #laylo #fanbase

“The artists who really know how to acquire fans have the advantage[...] you gotta build audience, you gotta build commerce, you gotta build incoming revenue, incoming something, and then people buy in.” How do you acquire fans? “Try everything. All the time. Use all the tools that are given to you and try everything, all the time. Make a lot of music. Release music. Collaborate[...]Talk to your fans. Go live. Use these fan acquisition apps like Laylo. Start superserving those fans. Use everything, all the time.” @chrisanokute spitting 🔥🔥 on a recent episode of @themanbehindthemusic . Artist teams, we want to hear your take in the comments 👀

“If you’re an artist, building a direct-to-fan strategy isn’t a ‘nice to have’ anymore.” Laylo CEO Alec Ellin shares his list of direct-to-fan tools for artists to build an owned audience in 2026. read the full curated list at the link in our bio 🚀

Would you rather have 100,000 Instagram followers or 5,000 Laylo SMS subscribers? We're taking the 5,000 every single time. @Samhysell breaks down why owning your audience matters and a few ways to actually build it.

Attention ≠ demand. And DJs, just because you have 10,000 followers doesn’t mean you can sell out your next show. The real unlock? Building an owned audience and a direct line to reach them on repeat. @oliviamancuso__ breaks down the power of true fandom and how it helps you build a sustainable career over time. Link in bio to start acquiring fan data you actually own today.

The dust may have settled… but we can’t stop thinking about the fact that more than 50% of Coachella’s 2026 lineup activates on Laylo. 🤯 Every year, the desert fest is a showcase of artists at the forefront of culture and craft, from headliners like Anyma and Sabrina Carpenter to cult classics like The xx, Jack White, and Lykke Li, rising stars like Turnstile and Royal Otis and show stealers like Levity and Mochakk (to name just a few). We’re proud to help artists build momentum around their music and connect directly with the fans who make it all possible. Swipe for this year’s artist highlights ➡️ … anyone up for round 3?

Up next: Most artists are missing the biggest opportunity to capture and activate their fans. We’re joining @toolost live office hours to break down how to actually build your fan list, from the tour teaser to the post-show follow-up. Real fans want to hear from you directly, but platforms like Instagram and TikTok don’t let you own that relationship. The unlock is simple: get fans to opt in, then actually use that data to engage and reward them. We’ll show you how. Watch live at 3pm ET at the link in bio

It’s easy to get lost in streams, followers, and impressions. But the best teams in music are focused on something else: Real connection. The unlock? Capturing that engagement moment and turning it into fan data you actually own. You’re not just dropping hype campaigns. You’re building a strategy around the momentum and an audience you can reach and reward again and again. When you understand how fans behave over time, from RSVPs to ticket purchases to engagement, you can show up at the right moment, for the right fan, every time. The shift is already happening. Are you building an audience, or renting one? Swipe to hear how top teams like @messinatouring , @empire , @alchemyartistservices and @leemartin are thinking about it.