No industry went unscathed by the Covid-19 pandemic, but the music business was undisputedly hit harder than most. Concerts, the force behind $132 billion in economic activity in 2019, were shuttered in the wake of quarantine and social distancing; new recordings and album drops were delayed for months on end; and listeners felt more distant from their favorite musicians than ever before.
But Warner Music saw an opportunity hidden amongst the ruin, and in November 2021, the company announced the launch of WMX (Warner Music Experience). Artist and Fan Experiences, a new division within WMX, would help artists build their brands beyond music—be that through merchandise, gaming, content, or other categories—but it also promised to connect them with their fans, allowing listeners unprecedented access and insight.
One year on, WMX’s President of Artist & Fan Experiences Danielle Lee says it’s done just that—and then some. Read on to learn about the artist activations WMX has already launched, what’s still ahead, and why Lee believes experience is the future of music.