PR fails when there aren’t real relationships and the human doesn’t care.

First things first. I think we can all agree that artists are great at making music and telling good stories, but it can be challenging to get heard in our crowded digital sphere.

On the other hand, fans have the power to spread stories about artists and good music. They are also constantly looking for new ways to get access to the bands they love and want to participate in their journey in a more co-creative capacity.

That’s why we’re here. To turn an artist’s most devoted fans into a digital dream team.

Everything in the music industry starts with the relationship between the artist and the fan. We believe the future of the music business is artist-led, thus, Banders will empower bands to take a more artist-friendly but commercially viable route to market. Co-creating a campaign with fans can de-risk the project by creating a community context for the new release from day one.

Taking an artist-led approach, being able to effectively sustain an engaged audience is required from day one. 99% of audio streaming is of the top 10% most-streamed tracks. Which means less than 1% of streams account for all other music.

PR fails when there aren’t real relationships and the human doesn’t care. Our crowdsourced PR tool activates real people who already love the artist as a FAN.


Fans aren’t just music lovers. They’re also illustrators, lawyers, producers, nerds…. so why not harness their skills too?

It’s common to build advocates by activating fans. With our crowdsourced PR tool, we build advocates by involving fans in creating the artist’s story.


Advocates deliver 80% of total revenue and supercharge word-of-mouth growth. 92% of consumers worldwide trust recommendations from friends and family more than any form of advertising.

Via our platform, bands can set up campaigns that invites fans to build upon existing core content, i.e, the fans can submit their interpretation of the band’s cover art or a reaction video directly to the campaign.

If the submission is approved, it is directly rewarded by the band and featured as an official content piece for the release, readily sharable across social media. Bands and fans can now co-create release campaigns in a ‘Do-It-Ourselves’ network via Banders.

Banders is co-founded by Cecilie, Leah and Frederik. We have a combined 20 years of experience developing artists from a PR and content creation perspective. The initial idea of Banders grew out of our frustration of how difficult it is for the mid-tier artists to get the attention and resources they need to get noticed. They pay large sums or give away ownership to label and agencies who in many instances only have time to work with the artists in a cookie-cutter approach. We wanted to set up a simple, automatic tool where the artists can involve their own fans in the promotional process. Instead of having an agency plan out a standard PR timeline with standard content meant for fans to engage with, we want to automate the timeline and involve fans in creating authentic content from day one.

Follow us on Instagram to get news on the artists we work with and how they run successful campaigns with their fans. If you have any questions or comments please don’t hesitate to get in touch at cecilie@banders.co.