Fankee is the world’s first community-driven record label revolutionizing the music industry. Established in May 2024 by Giacomo Pellegrini (CEO and founder) and Dario Pozzi (co-founder, EDM producer), Fankee has turned the music industry on its head with its business model that turns listeners into stakeholders and co-producers of the music they love.
Led by passion, and an unwavering drive to make a tangible yet sustainable difference for emerging artists, Fankee’s re-shaping and redefining the way music is promoted through the use of groundbreaking technology and cutting-edge marketing strategies.
Through Fankee’s immersive and interactive online platform, fans are given the space to be more than just listeners. They also receive a share of the music’s royalties, allowing them to benefit from the music and artists they’re supporting. Fankee also champions the idea that artists and listeners can grow and work together to help build a more equitable music industry.
In an exclusive interview with the Fankee team, we chat about the relationship between music and AI, what makes a track stand out, and bridging the gap between online virality and real-world success.
‘Rays of Gold’ by Rogas blew up through Fankee, hitting well over 27M social interactions. What was the secret sauce behind its viral success?
The secret lies in our model. The organic promotion by our users activates social media algorithms, pushing the track to be recommended and shared with an ever-growing audience. This creates a snowball effect that leads to incredible numbers, like 27M interactions for an emerging artist. Platforms like TikTok are central to this process because they thrive on user-generated content and engagement. When fans use a track in their videos, the algorithm recognizes it as trending and boosts its visibility, creating a virtuous cycle. Of course, there’s always an element of luck in virality: the right moment, the right creator, or a specific trend can make all the difference. However, our model greatly increases the chances of success through the combination of organic promotion, algorithmic amplification, and the unique motivation of fans who become co-owners of the music they choose to support.
What’s your demo submission process like? What makes you hit play again?
At this stage, we prioritize direct contact with artists. Beyond the quality of the track, it’s essential for us that there’s a clear and recognizable idea behind the song. Recognition is crucial: a track must grab attention immediately and have that unique something that stays with you. That’s what makes us hit play again.
Submitting a demo is simple—just send an email to [email protected] with links to the track (SoundCloud, Google Drive, etc.), and we’ll listen to it. This less scalable approach allows us to validate the model by working closely with artists. In the future, we aim to evolve into a more automated system, like a label/platform, where artists can easily access Fankee’s services—from uploading their tracks to promoting them—all optimized to help them reach their full potential.
Everyone’s talking Web3 and music, but you’re actually making it work. Why do you think the dance music community is vibing with Fankee’s model?
For us, technology has always been an enabler, not a defining feature. The goal is for users to benefit from our model without worrying about how it works behind the scenes. In the past, we explored blockchain for its virtual ledger and smart contract infrastructure, which fit perfectly with our model. However, due to regulatory instability in key markets like Europe and the United States, we decided to follow a more traditional Web2 approach for now. What truly sets Fankee apart is the value we offer to artists and fans. We act as a label that not only provides more support to emerging artists but also leaves them with a significantly higher percentage of master rights compared to major labels. Additionally, we provide tools and services that help artists promote themselves and accelerate their journey to success. With organic promotion driven by fans and paid campaigns funded by the community, what more could they ask for?
How does Fankee handle remixes, bootlegs, and DJ sets? What’s your game plan for supporting the full spectrum of electronic music?
We’re taking it step by step, focusing on delivering value by addressing the primary need of artists: visibility, getting heard, and ultimately promoting themselves. Our initial goal is to help artists build numbers and presence on DSPs, which is the foundation for enabling remixes, collaborations, and live performances later on. At the same time, we aim to create a deeper connection between artists and their fans, whether they’re already part of their community or new listeners who discover and fall in love with their music. Over time, we’ll integrate all the traditional label services: from music production to mixing & mastering, and eventually live performance management.
The platform currently focuses on EDM and its subgenres. Are there specific electronic subgenres that have performed particularly well on Fankee? What insights have you gained about which styles resonate most with your community?
There isn’t a specific subgenre that stands out above the rest—it always comes down to the quality of the track. What truly matters is that the song is designed to perform well on both social media and DSPs. It needs a recognizable structure and a clear identity, which are essential to grab attention in just a few seconds. We’ve noticed that tracks with a strong hook, distinctive melodies, or elements that are easily shareable on social platforms tend to have a greater impact. This is why our A&R team works closely with artists, helping them optimize their tracks for streaming platforms and social media, maximizing their chances of success.
Any plans to experiment with cross-genre collabs?
Cross-genre collaborations are in our DNA. As a community-driven label, we’re committed to creating opportunities for both our users and our artists. This approach has already led to some spontaneous collaborations within our roster, showing how blending genres can lead to unexpected and unique results. We believe these synergies represent the future of music, and we will continue to actively promote them on our platform.
Digital success is one thing, but dance music lives in clubs. How does Fankee plan to bridge the gap between online hype and real-world touring?
Our model aims to create a natural bridge between digital success and the real world. We help artists gain visibility and build numbers online, which provides the foundation for live opportunities. The more an artist engages fans and generates hype online, the easier it becomes to translate that success into live events. Clubs and live performances will be a natural evolution for Fankee at the right moment, and our community of music lovers will undoubtedly play a central role in this development. Dance music is meant to be experienced in clubs, and that’s exactly how it should be. We’ll collaborate with venues, festivals, and promoters to give emerging artists the stage they deserve and turn digital success into tangible experiences for audiences.
What’s your take on AI in electronic music production? How’s Fankee planning to integrate new tech?
I’m optimistic about the use of AI in music production. It’s clear that this trend will exponentially increase artistic productivity. It’s a good thing if it allows artists to experiment with new melodies and sounds, enriching the creative process. However, in the end, the ones who benefit most will always be those with real talent—because AI, at its core, is a superpower that serves those who create. But there’s a flip side: this increased productivity will lead to even more content saturation on DSPs and social media. Average listening hours for individuals won’t change, making it even harder to stand out in an already crowded market.
At Fankee, we envision AI as the heart of a platform that evolves into a true launchpad. The goal is to provide both artists and fans with all the services of a traditional label directly on the platform. Artists will have access to advanced tools to promote themselves, gain insights on trends and performance, and automate tasks that currently require significant time and effort. At the same time, fans will go beyond being mere listeners—they’ll become co-label owners or A&R representatives, actively contributing to the success of the tracks and benefiting from it.
Going off of that, what new features or opportunities can artists expect from Fankee? Are there any exciting developments in the pipeline that you can share with us?
In just a few days, we’ll take a big step forward, transitioning from pure contest and gamification experiences, to the ability to purchase co-ownership shares in tracks. Music lovers will have the opportunity to become co-owners of songs either by purchasing shares directly or by earning them through content creation. This will be made possible through a web app specifically designed to optimize the entire experience, making it simple and engaging. The advanced AI functionalities I’ve mentioned are part of our medium-term vision. For now, the real news lies in some upcoming releases featuring internationally renowned artists who truly believe in our model. I can’t reveal too much yet… but trust me, you won’t want to miss what’s coming. 😉
Follow Fankee:
Website – Spotify – Instagram – TikTok