The Age of Hate – Social Media unfiltered
About campaigns & reach, hate speech & conspiracy theories and how we can deal with them
Sarah Lesch has released an important and special album in 2021 with »Triggerwarnung«. The title is program and provocation. The record is an announcement to a society that often still finds it difficult to endure important discourses. The elaborate social media campaign, the honest and unembellished addressing of grievances, the size of the audience, an appeal for vaccination: On the one hand, all of this led to reach in the millions, great media resonance, an enormous amount of positive feedback and support, but also to the downsides that a self-confident musician is exposed to in public these days: hate speech, shitstorms, conspiracy theorists, thousands of assaultive behaviors, and an overwhelming demand on the team due to the sheer mass.
Fabian Schuetze played a key role in designing and overseeing this campaign, its content and marketing. His agency Golden Ticket has been supporting Sarah Lesch for many years, including for the social media campaigns. His project Low Budget High Spirit is dedicated to rethinking the music business and driving real change.
In the panel, the two would like to look behind the scenes of the campaign, reveal numbers, talk openly about their thoughts, feelings and decisions and talk about what they have learned from it and how we can achieve a different approach.