Superfan platform Trax is starting 2025 with some senior executive muscle to further its growth plans in the months ahead.
Trax offers an alternative approach for artists through direct-to-fan sales of music and video content. Essentially, the start-up is helping artists target those followers willing to pay to hear new music first.
The latest development for Trax is the recruitment of Stephen King, former managing director of Believe, who recently joined as an advisor overseeing commercial partnerships and initiatives to bring artists on board.
“As distributors, in particular, seek out new opportunities in the superfan market, we’re working to offer rapidly deployable and cost-effective tools to directly benefit their artists,” says Henry Wilson, Trax co-founder and COO. “Stephen’s years of executive experience in distribution will be key to tailoring our tech for this market.”
“Trax’s direct-to-fan philosophy is resonating with artists and influencing wider conversations in the industry,” says King. “I look forward to supporting the team and playing a key role as they bring their product to market.”
The appointment of King coincides with an overhaul of the platform and the release of the app on Android devices. The start-up aims to supply industry partners with new automated tools and services for distributing superfan products, as well as providing crucial data for building long-term fan communities.
“From an industry perspective, the superfan proposition is about customer demographics and new routes to market,” says Wilson. “From a music perspective, it’s about acknowledging the special value of music as art; giving artists the flexibility to do the things – collect data and drive direct sales – not possible with streaming alone.”
The direct access to user data is also a major benefit as artists expand their reach and engagement.
“The goal is to help artists envision and develop themselves as a standalone business,” adds Wilson.
The start-up’s COO says the key is not to treat all fans as the same.
“We knew with Trax we had to offer artists a tiered approach through which teams could test and implement new products and scale their offering accordingly,” says Wilson. “The platform helps artists grow and analyse their community by sharing free content in exchange for data – the crucial first step before making direct sales.”
Trax has seen a number of collaborations with artists and media platforms in recent months, including GoldLink, Kenny Allstar, SL, Pozer, events company Beam and lifestyle brand Iffy FM.
Plans for the year ahead include a flagship test initiative for a diverse group of talent to be supported directly by the artist team at Trax, with resources on hand to explore original ideas to help strengthen the bond with fans.
“In 2025 we’re improving the ways in which industry partners can access the app on behalf of their clients, as well as bringing in some more structured ways for artists themselves to shape platform development,” says Wilson.
The growth of the platform follows a $2.9 million funding round in December 2023. Wilson says the injection of capital has been “crucial in balancing platform milestones with catering to our first cohort of artist users”.
“It allowed us to complete a total UX overhaul of the app at the same time as supporting a single release from hip-hop legend GoldLink,” he tells Music Week. “Choosing the direct-to-fan model for his return from hiatus was highly symbolic, demonstrating the impact direct sales can have for major releases.”
Trax has also teased a self-service music AI tool with more details expected early this year. It has already integrated an AI art project’s proprietary tech that allows artists to visualise music clips as one-of-a-kind visual renders.
“We think AI has strong applications in superfan data analytics and are working to bring these to market over the next year,” concludes Wilson.
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