Lessons for brands from the Fred Again frenzy
Group account director at Herd MSL, Yasmin Armes, looks at the lessons brands can learn from the recent hysteria around DJ Fred Again.
Was last week the first time you’d heard of Fred Again? And did you find yourself at any point wondering how there seemed to be such hysteria around a man you didn’t even realise existed until a moment ago?
Well, you’re not alone. Last week conversations in Sydney were fiercely divided between those desperate to get tickets to the award-winning DJ and producer’s shows, and those who have no clue at all who he is.
Over the past week in Sydney, Fred Again played at Laneway Festival before going on to play two sold-out shows – one at The Enmore and one at the Hordern Pavilion. However, his strategy for announcing the shows and communicating with fans created so much hype that it left many Aussies feeling like he’d blown up overnight.
