Ali Gatie
Aidan CullenAs the superfan data rush in the music industry continues to heat up, Warner Music has unveiled a new partnership designed to forge deeper connections between artists and their greatest admirers.
Today, the label announced a new deal with Community, the text messaging platform that powers one-on-one conversations at scale between artists and fans. Under the agreement, select Warner Music artists can personally text with their fans via a 10-digit "Community number" – keeping them abreast of exclusive releases, drops, ticket sales, merch, and more – without the intrusion of social algorithms, spam and ads. According to a press release, average open rates for messages sent via the platform within the first three minutes of receiving a text are more than 95%, with an average click-through rate of 59%.
Warner Music is the first major music company to enter a deal with Community, joining brands like People Magazine, The Shade Room, Slutty Vegan and more in adopting the service.
"Community's model helps us cut through the noise and gives us an authentic, personal, and unique way to reach the superfans," said WEA senior vp global audience strategy Scott Cherkin in a statement. "The direct line helps our artists get to know their fans better and opens up opportunities for them to plug their priorities – whether it be merch, concert tickets, or a new single – knowing they have an engaged and eager audience on the receiving end."
Warner Music tells Billboard that 80 of its artists will be using the service; in a statement, Cherkin added that some "are already promoting" their Community numbers at shows. The label declined to provide info on what specific artists will be given a Community number, though it noted that Warner Records signee Ali Gatie was an “early adopter” of the platform and “regularly texts with his fans,” including sending birthday messages and exchanging selfies. Another Warner Records act, the alternative/hip-hop duo Junior Varsity, have been using the service to promote their A F$*KING WEEKEND pop-up shows in New York City and Los Angeles, with fans exclusively RSVPing and receiving location details by texting the group’s Community number.
In his own statement, Community senior vp growth, partnerships and revenue David Ross said that artists’ use of the platform “ultimately results in increased sales, greater content consumption, deeper artist affinity and additional opportunities for Warner Music’s roster and brands.”
This isn’t Warner Music's first attempt at harnessing the power of superfans. In 2018, WMG acquired A&R insight tool Sodatone, which combines streaming, social and touring data to determine fan base loyalty, audience reactions to new releases and more. The company's Warner Music Artist Services, run by president Matt Young, has touted its ability to "create actionable audience segments” by tracking fan data from websites, merch stores, social media and email marketing responses. Last year, Warner Records mined data about the spending habits of Dua Lipa superfans to help determine an appropriate ticket price for the singer’s "Studio 2054" livestream concert in Nov. 2020 (the label ultimately settled on $10).
For more information on the partnership, you can visit Community.com.
Rick Astley will take viewers on a reflective look back at his life and career when he appears alongside Dermot O’Leary in a new episode of Reel Stories, due to air on BBC Two and BBC iPlayer in February 2026.
The series, first broadcast in 2018, invites major music figures into a London cinema to revisit key moments from both their personal lives and professional paths. With his 60th birthday approaching next year, Astley becomes the latest musician to sit down with O’Leary for the thoughtful and personal conversation.
Looking back on taking part, Astley said: “I loved doing Reel Stories with Dermot O’Leary, what a treat to be taken back to the start and come right through to today. Dermot is the perfect companion to go on that rollercoaster of emotion, love and thanks, Rick x.”
O’Leary shared his own praise for the experience, saying: “What a pleasure to spend time with Rick and hear him talk so openly about his memories from over the decades. I’ve long been a fan of his… A true gent, wise soul and real talent. I hope that viewers enjoy this extended interview as much as I did.”
Rachel Davies, Commissioning Editor for BBC Pop Music TV, described the timing of the episode as ideal. She said: “Reel Stories is all about telling artists’ stories in a unique way… I’m thrilled that in February, Dermot will be joined by the one and only Rick Astley, celebrating Rick’s life and work as he reaches his 60th birthday.”
The programme follows Astley’s journey from his early work with the soul group FBI through to becoming an international pop star guided by Stock Aitken Waterman. He revisits his first appearance on Top of the Pops, speaks about the intense pressure that followed worldwide success when Never Gonna Give You Up reached number one in 25 countries, and reflects on his decision to step back from fame to focus on family.
Astley also talks about how his music found a new audience through the Rickrolling phenomenon, his return to recording after a 20 year break with encouragement from comedian Peter Kay, and his later career revival. This includes the success of his 2016 album 50 and his appearance on Glastonbury’s Pyramid Stage in 2023.
As part of the themed evening, viewers will also be able to watch a repeat of Astley’s Glastonbury performance along with Stock Aitken Waterman at the BBC. The additional programme features classic moments from Astley as well as performances by Dead or Alive, Donna Summer, Bananarama, Mel and Kim, and Kylie and Jason Donovan.
Astley now joins a notable group of past Reel Stories guests that includes Dave Grohl, Jon Bon Jovi, Kylie, Noel Gallagher, Pet Shop Boys, Robbie Williams, Shania Twain, Rod Stewart, Sting, and Take That.
