Department

Fontana is a home for culturally significant, genre-defying artists across alternative, jazz, blues, soul and folk. We’re building deeper, longer-lasting relationships between artists and their audiences.

We’re looking for someone who thinks beyond campaigns — someone who understands audience behaviour, builds worlds, and pushes new challenging ideas forward.

The Role

As Audience & Fandom Manager, you will lead the development of long-term audience strategies for a roster of artists, focusing on sustainable fan growth, meaningful engagement, and innovative digital experiences.

You’ll work side by side with multiple teams — from Artist & Management to Marketing, A&R, Creative and Direct-to-Fan — to ensure every fan touchpoint is intentional, connected, and impactful.

Key Responsibilities

Audience Strategy

• Develop and deliver long-term audience growth strategies for artists, extending beyond release cycles into always-on fan development
• Identify and prioritise key audience opportunities, shaping strategies in collaboration with core campaign teams
• Build holistic audience plans across platforms, content, community, and partnerships
• Lead fan engagement strategies around key moments (releases, touring, live activity, cultural moments)
• Work closely with internal Audience functions (Creators, Digital Partnerships, Youth Marketing, Fused) to ensure aligned and impactful execution

Artist Digital & Fan Infrastructure

• Define and oversee social media strategy and channel management, including identifying when to bring in external partners
• Establish and evolve fan communities, including platform selection, tone of voice, and engagement frameworks
• Lead the creation and management of secondary and niche fan pages where relevant
• Design and implement fan engagement infrastructure (mailing lists, CRM touchpoints, direct-to-fan ecosystems, etc.)
• Evaluate and recommend the right digital ecosystem for each artist (websites, platforms like MIRA, stores vs. full sites, etc.)

Campaign Execution (Day-to-Day)

• Own and manage key digital campaign tools and assets, including:
• Linkfire creation, optimisation, and maintenance
• Pre-save strategy, setup, and performance reporting
• Review and approve social content schedules in collaboration with artists, management, and label teams
• Create deliverables lists for campaign assets and content needs
• Brief and oversee digital-first creative campaigns, ensuring they are audience-led and culturally relevant
• Lead the briefing and development of key visual assets (e.g. banners, campaign toolkits)
• Execute and evolve fan engagement activations
• Act as a central point for campaign communication, sharing updates across teams
• Deliver reporting and insights, feeding back on content performance, audience growth, and campaign effectiveness
• Brief and oversee artist website builds and maintenance, including domain strategy and alternative solutions

Collaboration & Relationship Building

• Build strong, trusted relationships with artists, managers, and internal label teams
• Act as a key voice in campaign planning, representing the audience perspective
• Maintain clear and consistent communication across all stakeholders

Skills and Experience Required

• A forward-thinking digital marketer who challenges convention and brings new ideas
• Strong understanding of fan behaviour, online communities, and music culture
• Experience managing multi-channel digital campaigns within music or entertainment
• Confidence working cross-functionally with multiple stakeholders
• A balance of creative thinking and operational execution
• Passion for building fandom, not just driving reach

Be an Expert

• Stay deeply informed on music, digital and cultural trends (Billboard, Music Week, Music Ally, etc.)
• Actively analyse other artist campaigns across the industry, including live and touring
• Engage with and learn from teams across UMG
• Attend gigs, showcases, and industry events to build insight and relationships

Be an Innovator

• Proactively identify new platforms, tools, and companies shaping fan engagement
• Use your network to bring new ideas and partnerships into the business
• Experiment with and share learnings from AI tools and emerging technologies
• Continuously seek out learning opportunities (talks, panels, events) and contribute back to the team
• Immerse yourself in fan culture — from mailing lists to niche communities

Attention to Detail

• Maintain high standards of accuracy, organisation, and delivery
• Ensure every element of the fan journey is connected and seamless
• Uphold professionalism in communication and collaboration
• Ensure all assets, links, metadata, and platforms are consistently up to date and optimised

About UMG UK

We are Universal Music Group UK – the UK’s leading music-based entertainment company. We exist to shape culture through the power of artistry. We help UK artists produce, distribute and promote the most critically acclaimed and commercially successful music to inspire and entertain fans at home and around the world.​

Bonus Tracks: Your Benefits

• Group Personal Pension Scheme (between 3% and 9%)

• Private Medical Insurance

• 25 paid days of annual leave

• Interest Free Season Ticket Loan

• Holiday Purchase scheme

• Dental and Travel Insurance options

• Cycle to Work Scheme

• Salary Sacrifice Cars

• Subsidised Gym Membership

• Employee Discounts (Reward Gateway)