With a bold new album, KelseaBallerini is taking charge of her career — and the smart social media strategy that keeps her followers loyal
engage directly with their followers. “Even as [Swift has] reinvented herself for every season and record, she has always kept her fans right at the front of every decision she makes,” says Ballerini. “I think I always was like, ‘Well, Miley’s doing it, Taylor’s doing it. I want to do it too.’ ”
“Kelsea knows who she is, whether it’s when she’s writing songs, at a fashion show or onstage,” says Lucia Kaminsky, head of digital at Sandbox. “That translates onto socials.” Kaminsky’s team — which manages Ballerini’s social media, streaming strategy, overall brand design, digital content and fan club — meets with Ballerini a few times a month to ensure that their communication isn’t “just an approval process.” But when it comes to social media, Ballerini mostly takes the reins.
Though Ballerini says she has no plans to join TikTok , she knows developing her social media presence is as important as anything she does in the studio. She’s already thinking about starting a line dance challenge to promote her next new song. “It’s the way that I hear directly from the people who give a shit,” says Ballerini. “It has become my way of measuring success. For so long, I was searching for it in a No. 1; I was searching for it by selling out a club or theater.
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