Nina Mathys is a self-proclaimed professional fangirl turned social media strategist from Basel. She works in the communications team at m4music Festival and recently founded “blank agency” to help artists fill the blank in their digital presence and build sustainable fanbases. In 2013, she ran a One Direction fan page with 14K followers and has since managed various organic fan pages, gaining key insights into fan culture and engagement. She specialises in social media strategies that showcase each artist’s individuality while integrating their communities into campaigns — because a fan-focused approach creates not just loyal listeners and supporters but also creators and promoters of an artist’s brand and music.