Circle of Live Vision
Circle of Live is not just a record label or an event series – it’s a movement that celebrates the art of live electronic music improvisation. Founded and curated by internationally acclaimed Swedish artist Sebastian Mullaert, the project unites some of the most innovative minds in electronic music for spontaneous jam sessions around the world.
Unlike traditional performances, Circle of Live offers a free-flowing format with no fixed schedule, allowing performers to express themselves organically and create one-of-a-kind experiences for the audience. The collective ethos and spiritual foundation of the project reflect Sebastian Mullaert’s philosophy on music, nature, and connection.
To help expand this global community and bring even more visibility to the Circle of Live project, WFMA partnered with Sebastian Mullaert to create and implement a high-performance email marketing strategy tailored to their unique audience.
Connecting a Niche Audience Through Email Marketing
The core goal of the campaign was to grow Circle of Live’s email database with highly engaged subscribers who share the brand’s appreciation for authenticity, collaboration, and musical spontaneity.
Specifically, we set out to:
- Attract electronic music fans who value live performance and improvisation.
- Introduce new leads to Sebastian Mullaert’s vision through storytelling and exclusive content.
- Position Circle of Live as a trusted source for live recordings and upcoming events.
- Drive traffic to the official website and support the growth of the record label.
A Thoughtful Welcome Flow
To achieve these goals, we designed a purpose-driven welcome sequence that offered immediate value to subscribers. The email journey began with a welcome email that included:
- An exclusive downloadable recording from Movement Festival in Detroit, one of Circle of Live’s most iconic live sessions.
- A personal story and message aligned with Sebastian Mullaert’s values of mindfulness and musical exploration.
- A link to a Resident Advisor documentary, offering deeper insight into the origins and philosophy behind the project.
- Information on upcoming live events, artist collaborations, and new releases.
This email strategy focused on cultivating a genuine connection rather than using aggressive sales tactics. It reflected both the tone and spirit of Sebastian Mullaert’s artistry.
Results
Compared to average music and entertainment email results, Circle of Live’s performance was:
✅ +217% higher open rate
✅ +1,525% higher click-through rate
These results confirmed that when you combine the right content with the right values, your audience doesn’t just engage, they become advocates.
Email open rate
Email click-through rate
Why It Worked
Success here stemmed from alignment. Every part of the journey reflected Sebastian Mullaert’s artistic identity: one rooted in meditation, spontaneity, and community. Rather than pushing products, we invited subscribers to participate in something meaningful – creating a lasting impression that kept open and click rates high.
For brands like Circle of Live, where community and authenticity are central, email marketing must go beyond the typical promotional formula. By crafting a campaign that spoke to the heart of Sebastian Mullaert’s vision, WFMA was able to deliver a strategy that truly resonated with the global electronic music community.