X to launch ‘Starterpacks’ to streamline follower discovery
X is preparing to introduce a new discovery tool called ‘Starterpacks’ designed to help users find who to follow. X says the new feature, similar to Bluesky's Starter Packs, will arrive in the coming weeks. For music industry professionals—labels, artists, managers, promoters, and agencies—this signals another shift in how audience development and social strategy can be structured across major platforms.
While details remain limited, the premise is clear: curated follow recommendations can accelerate onboarding and community formation. For campaigns where speed to awareness and conversion matters—album cycles, tour launches, festival rollouts, and catalog moments—‘Starterpacks’ could offer a streamlined path to connect fans with the right mix of official accounts, collaborators, curators, venues, and media partners.
The reference to Bluesky’s “Starter Packs” suggests a familiar model: thematic bundles that guide new or returning users toward relevant communities. For music teams, this opens practical opportunities. Imagine genre-specific ‘Starterpacks’ (e.g., hip-hop, indie, EDM), territory-focused bundles (local scenes and promoters), or campaign-specific packs (new release week featuring artist, label, producer, and key press). By pre-assembling a network of accounts to follow, social leads can reduce friction and help fans land in active, aligned conversations.
In planning, treat ‘Starterpacks’ as a structured distribution layer. Build inventories of recommended accounts mapped to audience objectives: discovery (playlist editors, tastemakers), engagement (street teams, fan clubs), and conversion (ticketing, merch). Coordinate with partners—radio, DSP editorial, venues, influencers—to ensure mutual visibility and consistency in messaging. Tie these bundles to content arcs: pre-announcement teasing, announcement day alignment, post-release sustain.
Measurement will be crucial. Even before rollout, define success metrics: follower conversion from ‘Starterpacks’, engagement quality (comments, shares, watch time), and downstream actions (pre-saves, ticket clicks). Establish controlled tests by segmenting audiences, varying pack composition, and comparing outcomes against baseline organic discovery. Where permissible, integrate UTM tagging in linked content and synchronize reporting across social, CRM, and ads.
Operationally, prepare governance. Draft brand-safe inclusion criteria, disclosure norms for partner accounts, and guidelines for artists and teams who will appear in multiple packs. Monitor for echo chamber effects; diversify recommendations to avoid overly narrow networks that limit reach or stifle discovery. Ensure accessibility and clarity in pack descriptions so fans understand the value and can opt into relevant communities.
For artists at different career stages, tailor strategy. Emerging acts can leverage ‘Starterpacks’ to latch onto scene anchors and credible curators. Mid-level artists can consolidate fragmented audiences across side projects, writers, and collaborators. Established acts can segment superfans from casual listeners and route them to differentiated experiences—behind-the-scenes content, tour-specific updates, or premium engagement channels.
Ultimately, ‘Starterpacks’ represent another step in platform-driven onboarding, with direct implications for how music organizations architect audience pathways. With X indicating availability in the coming weeks and the feature mirroring Bluesky’s “Starter Packs,” teams should prepare frameworks now and adapt rapidly once the tool is live.
Based on reporting by TechCrunch Apps