Roadrunner Records nabbed New York-based FanBridge to build Facebook fan pages for its recording artists.
FanBridge will create pages for Young the Giant, The Parlor Mob, Kenny Wayne Shepherd and Theory of a Deadman, among others.
On these custom pages, fans will be able to unlock exclusive content including contests, music tracks and videos.
“We wanted a Facebook solution that not only helped us find and reward new fans of our artists, but also create better connections between existing fans and bands,” said Jon Satterley, senior vice president of new media at Roadrunner Records in a press release.
One reason FanBridge may have scored the business: Success with the band Dream Theater in April 2011. The vendor had designed a fan page around the Roadrunner-Records’-represented band’s search for a new drummer.
On that page, fans could unlock, through FanBridge, documentary footage of the audition process and opt to like it. People could also post comments and register to receive alerts from Dream Theater.
Within 24 hours of the launch, Dream Theater generated more than 54,000 new likes, 46,000 video views and 23,000 mailing-list sign-ups.
Dream Theater now has more than 2 million fans on its Facebook page.