Unlocking the potential of superfans is a core element of our strategy, and it's increasingly clear that this approach is gaining momentum across digital.

Universal's announcement that its direct-to-fan business is growing at an eye-popping 33 per cent, plus news that Spotify is building a new 'super-premium' tier, comes as no surprise.

There's a huge opportunity in harnessing the power of superfans - an opportunity that benefits businesses, the celebrities that superfans gravitate towards, and the superfans themselves.

But there's a fundamental problem: the nature of social media makes it nigh on impossible to identify superfans, and as such the potential for direct monetisation is left untapped.

We're solving that problem.

We have contracts with more than 25 global icons and, by creating exclusive digital HQs for these celebrities, we're unlocking unprecedented opportunities for monetisation, data collection and genuine two-way access between stars, creators, brands - and their superfans.

That's great news for icons and brands, who can benefit from the huge revenue our solution will provide.

But it's also great news for superfans who have waited far too long to be rewarded for their passion, loyalty and engagement.

Social media is no longer enough for them. Algorithms restrict their organic access to a small percentage of a celebrity's posts, while the very nature of social denies fans the chance to connect with their favourite stars in a meaningful way.

Our solution gives those fans recognition and access to vibrant communities with a direct link to their favourite icons - as well as each other.

No longer at the mercy of algorithms and a fractured social media ecosystem, fans can enjoy a more personalised and authentic experience, a dedicated and safe space where they can explore, discover, and engage around their favourite icons and shared passions.