This Musician Found a Community of Fans on Reddit. Now, He Leads Brand Strategy for the Platform

A campaign is similar to a song, according to Will Cady

Cady didn’t hesitate when he saw an opportunity to tap into that tight-knit community of Reddit users. Rachelle Hadley

As a musician, Will Cady knows just how hard it can be to attract an audience. But on Reddit, Cady found himself a thriving community of fans who not only listened to and shared his music, but even went so far as to find him a new venue in 2013 when show plans fell apart at the last minute—a movement of online support that proved to be a “transformative experience,” he said.

This story first appeared in the Jan. 14, 2019, issue of Adweek magazine. Click here to subscribe.
@SaraJerde sara.jerde@adweek.com Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.