Fan Interaction Platform Key Launches Enterprise Software Solution to Give Talent and Brands Control Over First-Party Data

Talent and Industry Embracing Platform at Launch includes Elite World Group, MLB Players, Inc., Red Light Management, Creative Artists Agency, Quincy Jones, Randy Travis, Isiah Thomas, Pentatonix, and Francis Ngannou

With new data & privacy regulations and industry-wide tracking changes, Key establishes a turn-key enterprise software for talent to capture zero-party and first-party data in order to understand, connect, and activate their audience

CHICAGO--()--Since its launch in early 2020, Key ( has gained popularity as an interactive platform that lets fans access exclusive live events from their favorite talent. For talent and brands, Key makes it easy to monetize their content and receive actionable insights on their audience. Now, with the launch of Key’s Fan Relationship Manager (FRM), they are providing an enterprise software for talent, brands, and entities to capture, own, and monetize their first-party data. Large brands have a plethora of customer relationship solutions to choose from such as Adobe, Salesforce, and Braze. Thus, Key saw a need for a heuristic solution by creating fan management software for talent.

Due to the seismic shift in industry-wide consumer targeting and tracking changes, talent is increasingly beholden to the social media platforms who control the data and power algorithms, resulting in content suppression and limited access to audience data. For the first time, Key’s FRM enables talent to take back control by curating and organizing their first-party data. The ownership allows talent to decouple their siloed data currently living inside the walled garden platforms. As a result, talent unlocks audience segmentation, brand preferences, and daily behaviors. With Key’s unique data offering, talent is subsequently able to message fans directly, activate media campaigns, and drive brand partnerships. Key is facilitating valuable data ownership back to talent.

Key has been embraced early on by entertainment industry leaders and talent looking for a new way of connecting with fans and capturing this valuable data. The initial roster using this technology includes channel partnerships with agencies & talent including Elite World Group and MLB Players, Inc. as well as individual talent icons such as Quincy Jones, Randy Travis, Isiah Thomas, Pentatonix, and Francis Ngannou. Additionally, talent has effectively been onboarded from several reputable firms, including Red Light Management and Creative Artists Agency.

“Key set out to democratize data collection and activation after finding few in the space have the same resources or access to data as brands,” explained Key Founder & CEO Evan Wayne. “Now with Key’s Fan Relationship Manager, talent has more data-rich ownership and tools to better understand and connect with their fans. It’s time for talent to own their audience that is currently being horded by the social media behemoths.”

FRM and its capabilities are powered by first-party audience data. Talent can upload any first-party intelligence they currently have, or use Keychain, the company’s new middleware toolbox, to procure it. Acting as a collection of intelligent links hosted across talent’s various platforms (Instagram, Twitter, TikTok, Podcasts, websites, etc.), Keychain gives fans exclusive access to unique content and experiences in exchange for valuable data.

Key offers an innovative enterprise software in a new era of privacy concerns. With the blocking of browser tracking “cookies” by major browsers, Apple’s new opt-in policy regarding IDFA, and numerous new legislation protecting consumer-privacy (i.e.: GDPR, CCPA), third-party data is becoming inaccessible to marketers. Key’s platform offers a turn-key way for talent to capture addressable first-party and zero-party data that they don’t have access to across most platforms.

About Key

Established in 2020, Key is a fan relationship platform bringing talent and fans closer than ever before. From interactive pay-per-stream events to the innovative Fan Relationship Manager toolkit, Key's rich data offerings provide actionable insights and empower talent to drive content strategy and future partnerships. Participating talent spans such areas as sports, music, food, and wellness. For more information, visit the website at Follow on Instagram, Twitter and Facebook.


Scenario PR
Lauren Peteroy Kelly

Release Summary

Fan Interaction Platform Key Launches Enterprise Software Solution to Give Talent and Brands Control Over Their First-Party Data

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Scenario PR
Lauren Peteroy Kelly