Audrey Hobert's Masterful Way of Dropping Lore + Head Canon

In partnership with

See every move your competitors make.

Get unlimited access to the world’s top-performing Facebook ads — and the data behind them. Gethookd gives you a library of 38+ million winning ads so you can reverse-engineer what’s working right now. Instantly see your competitors’ best creatives, hooks, and offers in one place.

Spend less time guessing and more time scaling.

Start your 14-day free trial and start creating ads that actually convert.

Explore the ad library

Audrey Hobert is a lot different than other artists; her only catalog is less than a year old, with a single full-length LP that contains nearly every song she'ss ever written (that wasn’t for Gracie Abrams). Because of this, she doesn’t have deep lore for fans to talk about, but she needs to enable the word of mouth that lore and head canon enable, which is one of the biggest growth mechanisms in music marketing today. Her team has come up with a genius way to do this. I learned upon meeting Audrey and her manager recently that this was deep work by her and her manager.

Audrey Hobert's Lore-Building Website Is One of the GOATs

This might be one of the coolest artist websites I've seen for showing lore and getting fans to discuss your world. If you read the Magdalena Bay newsletter, you know I'm a sucker for this kind of thing, but Audrey's archive site is truly incredible.

A lot of what she's doing is positioning herself differently from other pop girls. While many pop artists opt for the full glam route, Audrey's going for a dressed-down and real look. Not the seven-person glam team type shit.

The Behind-the-Scenes Strategy

The website lets you see into her creative process. She's got this great joke at the top: "How to write a music album."

I always think about how Porter Robinson said he had to Google how to write a chorus after making Worlds. Amazing energy. She also has photos with Fat Mike (AKA Cokie the Clown).

Subscribe to Premium Subscription to read the rest.