These days, many in the music business are trying to harness the power of the 'superfan' - the highly engaged segment of an artist's audience that regularly shows up to concerts, buys t-shirts, orders physical albums and obsesses over the artist online.
As TikTok's influencer marketing has grown saturated and costly, digital agencies are increasingly crafting dedicated fan pages, allowing artists greater control over their narrative.
Curtis is now taking that concept a step further with his innovative, albeit controversial, new company WtrCoolr, a spinoff of his digital firm that's dedicated to creating 'fan fiction' pages for artists.
WtrCoolr is hired to create viral-worthy fake stories about their clients, but Curtis maintains a boundary, refusing to craft any fan fiction narratives that could lead to negative perceptions or backlash.
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