When most artists launch a fan club, they start with a plan. Bob Moses started with something better - a community that was already there.
It started organically during lockdown in 2020. While most of the world was figuring out Zoom, Bob Moses was hosting intimate YouTube and Discord streams - just them, their music, and real conversations with fans.
Their community didn't need a marketing team to give them an identity. They named themselves: The Bob Mob was born.
Making The Bob Mob Official
Five years later, Bob Moses recognized what their fans had already built. Recently, they launched their official community on with a video on Instagram that felt less like an announcement and more like catching up with old friends.
The launch also included:
- First listen to a new song
- Exclusive premiere of the Last Forever music video
- Members-only livestream
- Free access for all fans
Why This Works
This wasn't a marketing strategy pulled from a playbook. It was Bob Moses acknowledging and giving a home to something their fans had already created.
"Since the pandemic when we started the Bobcast, we wanted to find a way to connect with our fans on a more personal level, and from that we learned about the Bob Mob which got started during that... We just kind of want a way that's not directly social media... where we can send you stuff that we're not necessarily going to put on Spotify or socials" - Bob Moses
The proof was in the livestream chat - genuine excitement from fans who'd been part of this journey since those first lockdown streams. When they followed up with emails and posts the next day, it wasn't about selling - it was about welcoming more fans into a space that already felt like home.
The Key Ingredients
Most fan clubs launch with a 10-step marketing plan. Bob Moses showed there's a better way: starting with the genuine connections your fans have already built.
Here's what made The Bob Mob launch work:
• It started with their fans' chosen name
• It built on years of genuine connection
• It grew from shared experiences
• It kept entry simple and free
• It focused on direct artist-to-fan connection
Sometimes the best fan clubs aren't created - they're discovered. Your fans might have already built it through nicknames, traditions, or ways they connect. Your job might just be to give it a home.
Want to Launch Your Own Fan Community?
At Single, we're here to help - whether you're starting from scratch or have some ideas already coming in. Contact our team and let us help you bring your own fan club to life!
