In preparation for Fred’s growing popularity, we aimed our efforts to secure Fred Again’s new potential tour. We devised a plan to grab his attention by using a drum machine as the gateway since we know he uses one to make music.


Paired this insight and knowing how much Fred loves to be elusive by dropping hints to his fanbase. We felt we could tap into Fred’s fanbase and send a mole to one of his shows at the Hollywood Cemetery to capture content, collected fandom messages, and built an interactive drum machine with it.