In today’s entertainment landscape, music is no longer just about the sound—it’s about the connection. As someone who has led digital strategy and social media campaigns for some of Africa’s biggest talents—including Blaqbonez, Young Jonn, M.I Abaga, and Joeboy—I have seen firsthand that virality fades fast, but community lasts.

At Chocolate City Group, one of Africa’s leading entertainment companies, I managed digital campaigns that generated billions in reach and millions of impressions.

But beyond the metrics, the real achievement was in building spaces where fans became part of the artist’s journey—spaces where content wasn’t just consumed, it was celebrated, shared, and personalised. From TikTok challenges and Twitter threads to Instagram Reels and fan-made content, these campaigns worked not because they were loud, but because they were loved. Community is what made that possible.

The truth is, talent alone is no longer enough. An artist can have the best sound, but without an engaged audience that cares, momentum is hard to sustain. Community acts as the engine behind every successful release, tour, and brand collaboration. It is what turns fans into street teams, listeners into advocates, and moments into movements. A strong community keeps your name relevant between drops—and can even revive a career long after the peak.

As a strategist, my role extends beyond launching campaigns. I work closely with artists to help them see the importance of owning their audience—to think beyond algorithms and understand what resonates emotionally. I show them that community isn’t just about follower count; it’s about creating a culture around your music. A fanbase that buys into your story is one that buys tickets, merch, and memories.

Managing a social space means more than posting content—it means curating experiences. It means engaging in real conversations, spotlighting fans, and staying culturally relevant while staying true to brand. I use tools like Google Analytics, Twitter Analytics, Sprout Social, and Talkwalker not just to monitor performance, but to listen—to understand what the audience is saying, feeling, and needing. This informs every decision, from timing a release to choosing the right influencer or campaign narrative.

I have led successful influencer and content marketing campaigns for brands like Spotify, TikTok, and Warner Records UK, and in every instance, community is what made those campaigns stick. Whether it’s onboarding creators, briefing talent, or designing user-generated content flows, the goal is always the same: make the audience feel like they belong.

Olayinka is a Social Media Strategist & Digital Marketing Analyst