HQ ACCOUNTS: THE NEWEST GAMECHANGER IN THE MUSIC INDUSTRY

Credit of Geffen Records, Republic Records, and Interscope Records. Protected under fair use.

It is no secret that in the music industry, digital presence is everything. Social media is the new marketplace, and that doesn't just mean it's a place for artists to mindlessly promote their new singles, but instead the homestate for fan connection, brand representation, and cultural relevance. In this multifaceted environment has appeared a new breed of account that has proved to be both impactful and necessary: HQ accounts.

HQ accounts are centralized, fan-first social media accounts that are often unofficial or fully official extensions of an artist's brand and marketing agency.  Some examples are LiviesHQ for Olivia Rodrigo, TeamSabrina for Sabrina Carpenter, GracieAbramsHQ for Gracie Abrams, and perhaps the most well-known, Taylor Nation for Taylor Swift. Doing more than just reposting press releases and tour dates, HQ accounts engage with fans and communicate in the hard-core, true fandom language. In essence, HQ accounts operate as a community manager, cultural curator, and artist representative all wrapped into one account.

Taylor Nation is a prime example of the success and potential of an HQ account.  Ran by Taylor's management team, TN has formatted a tone that is formally official, but also demonstrating a fan-like enthusiasm for fandom.  When Taylor announces a new re-recording project, or even little things like #NationalWineDay, Taylor Nation builds excitement and buzz, bringing all swifties together to create some momentum for metrics on her streaming objectives. With millions of followers across platforms, Taylor Nation's posts often become viral among swifties, and in those moments, the level of organic fan engagement may surpass what traditional press might generate. 

If anything, Taylor Nation is the blueprint. More and more artists are starting to realize the value in these, "hybrid fan-club meets brand team" accounts.  LiviesHQ, for example, has grown into a valuable voice for Olivia Rodrigo fans.  During her 2024 GUTS World Tour, LiviesHQ launched the "GUTS Guide" where a different fan could share their concert experience for each tour stop.  The reshare of both video and social posts and storytelling provided the uniqueness of a well-rounded, on-the-ground narrative, and made the fans feel not only included in her tour stock, but like they participated as an additional part of the larger collective experience. It not only built momentum and excitement, it built trust. Purposely, this strategy is different from any other avenue of traditional marketing, as HQ accounts take a different approach, feeling more like a welcoming door rather than a brick wall to fans.

GracieAbramsHQ is another example similar to this. What Gracie is doing may feel more niche given Gracie Abrams is a rising star compared to the larger pop megastars, but yet, GracieAbramsHQ continues to build a deeply engaged fan community. Again, this HQ account posts curated posts, concert footage, and lyric graphics to increase her visibility and draw attention to her engaged fans who should be celebrated.  It's a brilliant and perfect example that HQ accounts are not only for more established acts, but are also absolutely imperative for artist development as well.

These accounts provide genuine value by being both community-based and strategic, fun and business-like. This is essential in a world where music fans are no longer simply spectators but active contributors. A recent MIDiA Research report found that over 60 percent of Gen Z music fans say relatability is a significant part of their loyalty to an artist. HQ accounts provide that relatability through tone, consistency, and engagement. It’s one thing for an artist to post about the start of their tour, it's another thing for their loyal fans to see their continued voices reflected back in real time in the form of reposts and community content.

So why do we not see more artists doing this?

The reality is that many artists are simply too reliant on a top-down approach to marketing. The traditional rollout, the PR blast, the flashy graphic to announce they are going on tour - none of that is as effective as it used to be, in a time where fans have an appetite for real-time relationships with the artist. HQ accounts represent a shift in thinking, portraying the universal transition of controlled branding to collaborative partnerships that make fans feel like they are a fundamental piece of the puzzle. Sure, some artists may be reluctant to relinquish control, but the benefits of increased engagement, enhanced loyalty, and content that markets itself are clearly worthwhile.

It’s also important to note that HQ accounts are typically gaining millions of followers, Taylor Nation has over 9 million followers on Instagram and even more when totalling neighboring platforms like TikTok and Twitter. The fans fueling the demand for these accounts clearly feel longevity and connection when they interact with HQ accounts that have positioned themselves as a part of the artist’s fan club, becoming an access point.

HQ accounts also provide an off-the-cuff focus group for the artist’s brand. If a piece of content spikes engagement on an HQ account, it's a signal to the artist's team about what is resonating with fans and what they are interested in from the artist. This ability to stay in touch with how their image is being received or manufactured is incredibly valuable for emerging artists that do not have an image already entrenched.

Artists and their labels who are serious about cultivating a relationship with their audience should consider investing in this model. HQ accounts are the frontline of a new paradigm in music marketing. In a climate where fandoms are no longer simply satisfied to be spectators, HQ accounts can hand the mic to the fans.