Centaurify (UMG)

Transforming song plays into evolving fan experiences through blockchain-powered digital collectibles.

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Go-To-Market

Retention Marketing

Ecosystem & Community Building

Brand Building

Summary

Centaurify, a Universal Music Group backed company, set out to reimagine fan engagement by turning songs into dynamic, evolving digital collectibles. As the platform's Fractional CMO, Cresci Labs led the end-to-end marketing strategy from Go-To-Market to Community and Retention, building a thriving ecosystem where fans didn’t just stream music, they owned a piece of its cultural journey. Through a seamless blend of storytelling, partnerships, and platform design, we helped Centaurify move from stealth mode to scale.

Challenge

Centaurify needed to break into a saturated web3 and music-tech market with a concept that was both technically complex and emotionally driven: collectibles that evolved based on a song’s real-time popularity.

The challenge was twofold:

Educate and onboard non-crypto-savvy music fans
Build a trusted, brand-aligned launch that could scale community without hype burnout

Approach

We approached Centaurify as more than a drop, it was a movement. Our strategy was to craft a launch narrative that felt artist-first, fan-powered, and culturally relevant. We:

Positioned the platform as an evolving experience rather than a transactional NFT product
Designed a full-funnel GTM strategy rooted in fandom behavior and artist ecosystems
Activated both crypto-native and mainstream music communities through tiered messaging
Built an owned media loop around milestones, evolution stages, and exclusive artist content

Solutions

Brand Building: Developed brand voice, design system, and key messaging pillars to feel accessible, premium, and culturally resonant
GTM Execution: Built and executed multichannel launch campaigns for artist drops, incorporating email, social, influencer collabs, and Discord activations
Community Infrastructure: Created systems that turned followers into collectors, and collectors into superfans, using evolution-based engagement loops
Partnership Ecosystem: Closed marquee partnerships with Moonpay, Bitski, and major record labels to support onboarding and brand credibility

10,000+

Digital Collectibles Sold Across Campaigns

25,000+

Social Media Followers Across Socials

20+

High-Value Partnerships Secured with Brands & Record Labels

327%

Increase in Retention & Advocacy Powered by a Scalable Collectible Evolution Engine

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