Liner Notes – Spring is in the Air
Spring has arrived, and things are moving fast at Sleeve! Nearly 200 artists and bands have signed up, and we’re fine-tuning every detail to make the platform as seamless as possible.
Big News: GAFFA’s Feature on Sleeve
Scandinavia’s most significant music magazine, GAFFA, just published a prominent feature on us—one that truly captures the essence of what we’re building. The headline?
“Stars Flocking to a Danish Music Platform: ‘It’s Not a Competition with Spotify, but a Reaction to Spotify.’”
The article explores why artists are gravitating toward new models beyond streaming, featuring insights from Rasmus Rex Pedersen, Associate Professor at Roskilde University, who specializes in streaming and the music business:
“There is definitely a trend toward creating alternatives to the streaming model as a source of income. There is an understanding that streaming may never become a model where all artists achieve a good and sustainable economy. You’d rather create a closer connection between musicians and their fanbase and make a distinction between casual fans and those who are more dedicated—to whom you can offer something extra. It’s both about binding the final fan group closer and at the same time earning more money.”
This recognition from GAFFA is an important moment for Sleeve—and for artists looking to take control of their music careers. It is behind a paywall, but if you are a member, check it out.
Thursday Trends: From the Big Stage to the Niche Scene
The music industry is shifting from mass appeal to niche communities.
This week, an important MIDiA Research report landed on our desks, reinforcing that shift.
A few years ago, MIDiA introduced the concept of scenes—tight-knit communities built around shared interests, aesthetics, and values. Their latest report goes even further, positioning scenes as the future of the entire entertainment business.
Key Takeaways from the Report:
- Fans want to feel part of a scene, not just a passive audience.
- Many underground fans don’t want their favorite artists to go mainstream.
- Entertainment choices are becoming identity markers.
- People are actively seeking less screen time and more meaningful engagement.
The industry has spent years chasing virality, but it’s proving to be a dead end. Instead, success lies in nurturing niche communities—people profoundly connecting with a musical or cultural identity.
This is precisely where Sleeve comes in—helping artists cultivate their true fans instead of chasing fleeting trends.
Read the full MIDiA report here: Scenes Are the New Markets.
Random Reflections: The Flow of Attention
It’s inspiring to see how artists are using Sleeve in their own way. One of our recent artists, Troels Abrahamsen, put it beautifully:
“New models are needed. It’s so hard to find and connect with your audience in the age of infinite feeds and all-you-can-eat platforms. Attention is treated as a resource to extract when it’s actually a skill we need to nurture. I hope Sleeve can be such a space for me and for you.”
Troels also introduced a unique tiered membership system on his Sleeve profile, using the metaphor of flowing water (for a reason):
“I have set up three tiers—The Trickle, The Stream, and The River. I like the ‘stream of water’ analogy. It reflects my personal attempt to bring the many streams of my life together into one current, whether I’m working on music, code, art, design, or whatever else I get up to. I’ve divided content into three categories: updates, posts, and releases.”
This post felt worth sharing, because it embodies what we want to be building—a space where musicians define their own terms, connect with their audience authentically, and create something sustainable.
Stay tuned,
Anna
