Using early access to drive engagement, build connection, and capture fan data.
Most artists drop their music videos everywhere at once—racking up views but missing out on something bigger. PEET took a different approach with BLMGO, turning early access into something more valuable than view counts. Instead of feeding algorithms, he built real fan connections and captured data he could actually use.
The Strategy
Instead of giving the world a polished, wide release, PEET shared an early, work-in-progress version of BLMGO with his fan club, Peet's Beets.
It wasn't flashy or overly polished—it was intimate, imperfect, and personal. Fans got to see the process unfold, making them feel like part of something bigger. Posting the video to his fan club powered by Single meant he could send the video straight to everyone who signed up, all in one platform - keeping everything in one place: his Shopify store.
Why Fan-First Strategies Work
PEET’s approach turned what’s usually a passive experience (watching a video) into an active one (feeling like an insider). This early-access strategy:
- Created Exclusivity: Not just "early access," but genuine behind-the-scenes content
- Fostered Direct Connection: Every view happens in your store, on your terms
- Captured Fan Data: Every watch ties to an email you can use again
The Bigger Lesson
PEET isn't the only one pulling moves like this. Artists like Daniel Donato have done the same—giving their fanbase early access to music video premieres on their own store. When Donato dropped Hi-Country, fans gathered in his store for a 24-hour exclusive premiere. They watched together, chatted, and even bought merch.
It’s not rocket science. It’s about using your content to bring fans into your world instead of relying on platforms like YouTube or Instagram, where you don’t own the connection.
How to Make It Yours
Next time you’re about to hit "upload," pause and ask yourself: How can I use this moment to build something lasting? Here are two guiding questions to help you figure out the best move for you:
- Need Emails? Put the video behind a login wall on your store. Fans exchange their email for access, and you grow your list with real connections.
- Want Recurring Revenue? Make it a perk of your fan club or paid membership. Members get first looks, exclusive content, and a reason to stick around.
Both strategies work, and Single has seamless ways to make them both happen, whether you're queueing up watch parties or members-only content. The key is knowing your fans and what makes them excited to show up for you.
Feeling Inspired?
- Subscribe to our newsletter to get weekly tips for going direct to fan.
- Install Single in your Shopify store to get started on your own.
- Get in touch and let’s talk for help brainstorming ideas, website builds, and more.
