Icons building their own brands is not a new trend. But we will see that accelerate in 2023 and beyond.

As stars from sport, music and entertainment explore new ways to connect with their fans, they will launch their own apps.

Here are some of the benefits:

1. REDUCE THE NOISE

Legacy social platforms are increasingly crowded and cluttered.

Having your own app delivers a personalised and direct connection with your fans, more control over the user experience, and new revenue streams.

2. EXCLUSIVITY

Fans are invested in experiences that take them behind the scenes, allow them early access to exclusive content or merchandise, or enable a more intimate connection with their favourite icons.

Exclusivity and access incentivises dedication and loyalty.

3. COMMUNITY

Social media falls short when it comes to fan-to-fan friendships. An icon's app, brimming with like-minded people, does not.

Community participation thrives when you share the same app experience. And fan-to-icon relationships blossom if you enable interaction and direct communication.

4. UNDERSTANDING YOUR AUDIENCE

Advanced analytics deliver insights into user engagement and behaviour, and inform data-driven decisions on content and features.

Identify popular features and demographics, measure the effectiveness of campaigns, and better understand your most important audience.

5. MONETISE

The benefits of having a direct channel to your fans include additional revenue streams and a chance to diversify your income.

In-app purchases, subscriptions, merchandise, experiences... they all unlock monetisation.