FORMLESS
FORMLESS x LATASHÀ: Release Strategy & Fan Activation
2024
The Context
Latashá was releasing "WAVE" and wanted more than a standard drop. She'd built a loyal community—but traditional release strategies treat fans as an audience to broadcast to, not a network to activate. The question wasn't just how to promote the song. It was how to make promotion something her community participated in, and benefited from.
The Insight
Fans already do the work of spreading music they love. They repost, they share, they evangelize. But they capture none of the value they create. What if that changed? What if the economics of a release matched the reality of how music actually spreads—through people who care enough to put it in front of others?
The Approach
Incentive design. We structured a campaign where the first 100 fans to repost Latashá's X post would claim a revenue split—$10 per 1,000 impressions generated, distributed automatically via Formless's smart contract technology.
Speed as signal. The 100-split cap created urgency. Claiming a split wasn't just financial—it was status. Early supporters got in. Everyone else watched.
Community as infrastructure. Each split included a token unlocking future experiences from Latashá. This wasn't a one-off promo. It was the beginning of a direct relationship between artist and fan, with economics attached.
VSNRY
Visionary Rising (VSNRY) is a creative agency specializing in strategy, marketing, and immersive brand experiences that drive culture and impact. VSNRY is part of the INGENIUS ecosystem — the operating system for culture, creators, and commerce.
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