“ceilings” introduced Lizzy McAlpine to millions of new listeners online. With Angel, she’s giving that growing audience more personal ways to connect with her work, turning discovery into a relationship fans can actively take part in.

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‍In this case study, we explore:

• Building a fan space people want to return to
• Giving fans meaningful ways to participate
• Preserving the process behind the music
• Letting the song guide creative decisions