Marketing is entertaining people. Everything else is just noise.
Hi! đ Welcome to The Fanbase Builder, your weekly resource for strategies, tactics, and innovations in music marketing.
Stop being a cultural tourist. Start being a cultural participant.
We are drowning in content but starving for context.
The Fanbase Builder is a free, weekly strategy newsletter built for music artists and the teams behind them.
No fluff: Practical frameworks, not corporate buzzwords.
The logic: Deconstructing why fans scream, cry, and build identities around artists.
The future: Actionable insights on music marketing, digital culture, and the sociology of the crowd.
Most artists are treated like content machines. They are told to feed the algorithm and hope for the best. They borrow the aesthetics of success but miss the logic of connection.
This publication bridges the gap. The Fanbase Builder dissects culture to explore the mechanics of fandom. Not through algorithm hacks, but through sociology, communication science, strategy, and human connection.
What You Get
Every Tuesday at 10:00 AM CET, youâll receive a concise edition that includes:
Why it matters: Understanding the importance of the topic.
How it works: A detailed explanation of the mechanics.
Yes but...: Addressing potential challenges.
Take action now: Practical steps you can implement immediately.
Why Subscribe?
Because algorithms change, but human psychology stays the same.
If you want to move from ârunning adsâ to âbuilding worlds,â youâre in the right place. Join 1,000+ artists, managers, and executives decoding the noise.
Iâm Carlo Kiksen
Iâm a Brand & Cultural Strategist based in Utrecht, NL. With over a decade of navigating the music industry, from underground clubs to sold-out stadiums, I operate at the intersection of Chaos (Culture) and Logic (Sociology).
Over the years, Iâve worked with 50+ stadium- and underground acts, major festivals and events, and music brands.
The Fanbase Builder is the output of that experience: analysing scenes and subcultures to help brands stop interrupting the entertainment and start becoming it.
Check out my work at carlokiksen.xyz
Get Involved
Explore the archive for earlier editions or dive into specific topics that interest you. If you find the content valuable, please subscribe for free to stay updated with new editions.
Thank you for visiting, and I look forward to helping you build and engage your fanbase.
Hereâs what you can expect:
