FKA Twigs joins ITM + How brands can build worlds and own the connection
As leased attention becomes unsustainable, ITM offers a model of ownership, helping creators and brands unify their worlds and build lasting ecosystems.
FKA Twigs doesn’t just release an album; she creates a world. For her latest record, EUSEXUA, she joined ITM to deliver her first paid moment: a pre-album launch party in New York that sold out before she even had the chance to post about it. This wasn’t just an event — it was a blueprint for the future of engagement, showcasing how artists, brands and creators can move beyond fleeting attention to create lasting value.
This went far beyond selling tickets. Every interaction and transaction became part of her unified CRM — data she owns, ready to fuel her next campaign, experience, product or content. Through ITM’s Echoes, she didn’t just captivate her audience for a single night; she laid the foundation for sustained and scalable engagement. It’s experiential marketing at its peak: creating something memorable, actionable and enduring. And it’s a strategic response to a critical challenge facing creators and brands today.
*Data and stats will be added in the coming weeks as the campaign continues to roll out. Subscribe to fkatwigs.itm.studio to be notified for future Moments and public Echoes
Lease attention isn’t enough
In Episode 1: Brand Architects in a World of Leased Attention, I discussed the fragility of relying on platforms like TikTok for audience engagement. While these platforms offer creators global reach, their success hinges on control — algorithms, policies and gatekeepers dictate who gets seen and who doesn’t. This isn’t democratization; it’s dependence. The issue runs deeper: worlds built on leased attention are inherently fragile. Platforms prioritize their monetization over creators’ connections, and algorithms can shift overnight, erasing years of community-building in an instant. The looming TikTok ban serves as a stark reminder of how quickly this fragility can upend entire ecosystems. Leased attention isn’t ownership; it’s a gamble with limited control.
Creators and brands must rethink this model. Platforms might drive short-term gains, but they create long-term vulnerabilities. The real risk isn’t just losing an audience, it’s losing control of your future. By reclaiming ownership through ITM’s tools, Twigs laid the foundation for sustainable, self-directed growth — building more than engagement, but a blueprint for lasting impact.
As I wrote in Episode 1, the future belongs to brand architects who prioritize owned ecosystems over leased ones. They aren’t building for today, they’re designing for the long haul. ITM embodies this philosophy. By unifying interactions into a single system, it ensures every engagement becomes part of a cohesive, owned story. This isn’t about abandoning platforms entirely, it’s about ensuring the value created there flows back into your ecosystem. Resilience, freedom and scalability start with ownership. And ownership is the blueprint for what comes next.
Historically, leased attention has become a defining feature of the modern creator and brand ecosystem. Platforms offered an irresistible proposition: instant access to millions, if not billions, of users. However, as the ecosystem matured, it became clear that these platforms prioritize their own monetization above creators' or brands' long-term success. Algorithms are designed to maximize engagement and ad revenue, not to nurture authentic connections or sustainable growth. This creates a fragile dependency where creators are at the mercy of platform changes, and entire business models can crumble overnight.
The collapse of Vine serves as a stark example. Once a thriving hub for short-form video content, Vine’s shutdown in 2016 left creators scrambling to rebuild their audiences elsewhere. Similarly, creators relying on Instagram have faced declining organic reach as the platform pushes businesses toward paid advertising. And now, the looming threat of a TikTok ban in the U.S. underscores how quickly these leased ecosystems can be destabilized.
Brands also face significant challenges when they invest heavily in platform-specific strategies. Consider how algorithmic shifts can deprioritize branded content, forcing companies to pay more for visibility. Furthermore, platforms retain the data generated through interactions, leaving brands with limited insights into their audiences. Without ownership of this data, brands are unable to fully understand their consumers or drive meaningful engagement. The limitations of leased attention also extend to the nature of the content itself. Platforms encourage content optimized for their algorithms, often rewarding superficial trends over substance. This creates a race to the bottom, where creators and brands are pressured to chase virality rather than invest in deeper, more meaningful storytelling. Over time, this undermines the very relationships they seek to build, as audiences grow fatigued with inauthentic or repetitive content.
Leased attention may offer short-term wins, but its long-term fragility makes it an unsustainable foundation for growth. The antidote lies in reclaiming ownership, not just of audiences but of the entire ecosystem through which engagement happens. ITM represents a critical shift in this direction, enabling creators and brands to build worlds that are not just visible but resilient, intentional and designed for longevity. By integrating every interaction and transaction into a unified ecosystem, ITM empowers its users to own the value they create, ensuring that their future is no longer at the mercy of external gatekeepers.
The future of brand universes
The fragility of leased attention isn’t just a challenge, it’s the catalyst for change. The landscape of brand engagement is undergoing a seismic shift. According to The Independents Group’s Luxury’s Great Reset report led by Anna Ross, traditional drivers of consumer interest — like status signaling and trend-following — are projected to decline by 2027. In their place, community-driven engagement is poised to grow by over 8%pts. This shift demands a new approach, one rooted in ownership, longevity, and immersive storytelling.
We are entering an era where brand engagement is less about one-off campaigns and more about creating enduring ecosystems. Consumers no longer just want to purchase products; they want to feel connected to the values, stories and communities behind them. Brands that succeed in this environment will prioritize depth over breadth, creating participatory experiences that invite consumers to co-create and contribute to the narrative. This evolution mirrors a shift in consumer psychology, as traditional advertising models lose effectiveness in an era where consumers prioritize authenticity and meaningful interactions. By unifying digital and physical touchpoints into a seamless whole, ITM creates environments where every interaction is intentional and impactful, bridging the gap between immediate connection and lasting loyalty.
Consider the luxury sector, which often sets the standard for brand innovation. Historically, luxury brands have relied on exclusivity and scarcity to drive desire. But today, the most forward-thinking brands are embracing inclusivity and creating engagement strategies that align with evolving consumer values. These brands are building "world-building initiatives" that go far beyond one-off transactions. By weaving stories and creating emotional connections, these initiatives transform consumers from passive buyers into active participants in a brand’s universe, fostering a sense of belonging and loyalty that resonates deeply.
When you build on ITM, you’re not just adopting a platform — you’re embracing a philosophy of sustained engagement and growth. ITM enables:
Unified ecosystems: Every interaction becomes part of a cohesive whole, turning fragmented touchpoints into a strategic advantage.
Immersive experiences: Brands can seamlessly blend digital and physical elements, creating moments that feel both personal and universal.
Direct relationships: By owning the data and the connection, brands move beyond dependence on third-party platforms.
Scalable growth: Ecosystems built on ITM aren’t just resilient—they’re designed to evolve, adapt, and thrive in a dynamic landscape.
The key to building successful brand universes is to think beyond the immediate ROI of a campaign. Instead, focus on creating structures that allow for perpetual engagement. These structures should be underpinned by data, but not driven solely by metrics. It’s about using data as a foundation for creativity, intuition and human connection.
The power of owned worlds
Ownership isn’t just about autonomy, it’s about transformation. When brands own their ecosystems, they unlock the ability to turn every interaction into a growth engine. With ITM, brands and creators don’t just sell tickets; they capture data and insights that will inform their next moves, turning a single moment into a continuous narrative.
When brands own their ecosystems, they move beyond the constraints of rented platforms, where every interaction is subject to external rules and limitations. ITM empowers brands to take full control — ensuring that every campaign, product launch and event builds upon a cohesive, owned narrative. This ownership transforms brands from reactive participants into proactive architects of their worlds.
The benefits of ownership are transformative:
Build enduring loyalty: Ownership means knowing your audience at a granular level, enabling hyper-personalized interactions that resonate deeply and cultivate long-term relationships.
Innovate freely: Without platform constraints, brands can experiment with new formats, channels, and engagement strategies that align with their vision, allowing for constant reinvention and relevance.
Maximize ROI: By consolidating fragmented data into a single ecosystem, every dollar spent on engagement yields exponential returns through actionable insights that drive efficiency and growth.
Empower creativity: Ownership gives brands the freedom to design bold, immersive experiences that wouldn’t fit within the restrictive frameworks of traditional platforms, creating memorable moments that stand apart.
This isn’t just theoretical, it’s happening now. According to The Independents’ research, compelling brand content and experiential touchpoints are becoming critical drivers of consumer behavior. Similar studies show consumers who feel genuinely connected to a brand are 91% more likely to view it positively and 85% more likely to make a purchase after an experience. These are not isolated metrics — they are the result of intentional, owned ecosystems that put the consumer experience first.
The power of owning your ecosystem lies in its scalability. Brands can take risks, adapt quickly to changing consumer demands and implement innovations that create sustained momentum. Consider the implications: a brand with full ownership of its ecosystem can respond to a viral moment instantly, turning curiosity into conversions. It can extend the life of an event or campaign by re-engaging attendees with personalized follow-ups, exclusive offers and immersive content — all without relying on third-party platforms.
Ownership also fosters trust. In a world increasingly wary of how consumer data is used, ITM offers a transparent, ethical approach that puts control back in the hands of brands and their audiences. This trust becomes a cornerstone of the brand-consumer relationship, strengthening loyalty and setting the stage for long-term success.
The owned world model isn’t just a strategy; it’s a paradigm shift. It allows brands to design immersive, adaptive universes where consumers aren’t just spectators, they're participants — active contributors to the narrative. This model fosters loyalty, scales creativity and ensures brands remain relevant in an ever-changing landscape.
As brands look to the future, ownership isn’t just an option, it’s the foundation. ITM is the bridge, providing the tools to turn data into insight, insight into action and action into growth. This is more than marketing. It’s the next chapter in how brands and consumers connect, creating worlds that endure.
What’s next?
The future of connection is owned, not rented. The success stories we’re seeing with ITM show what’s possible when brands take control of their ecosystems. But this is just the beginning.
As the luxury sector demonstrates, success in the digital age isn’t about amassing followers or chasing trends. It’s about building authentic communities around shared passions and experiences. ITM offers the infrastructure to make this a reality — to create ecosystems that are resilient, adaptive and deeply personal.
The future demands a shift in perspective. Brands must think beyond traditional metrics of engagement and instead focus on cultivating meaningful relationships. This means adopting strategies that prioritize sustainability, authenticity and long-term value over fleeting moments of attention.
Imagine a world where every interaction, whether online or in person, becomes a building block for a deeper connection. Brands will no longer rely on generic campaigns — they will design adaptive, personalized ecosystems that grow and evolve with their audiences. This isn’t just a marketing strategy; it’s a way of future-proofing the entire brand-consumer relationship.
Anticipating New Opportunities: The next wave of innovation lies in leveraging AI and predictive technologies to create hyper-personalized experiences. ITM’s tools are designed to enable brands to anticipate consumer needs and respond in real time, transforming how they engage with their audiences.
Global Reach, Local Resonance: As brands expand globally, the challenge will be maintaining authenticity while adapting to regional nuances. ITM provides the framework to scale these efforts without losing the intimacy that drives loyalty.
Redefining Metrics of Success: The future of engagement will shift from views and likes to retention, loyalty, and emotional impact. ITM’s platform ensures every interaction contributes to these deeper goals, turning engagement into actionable insights.
Collaboration as Growth: The next phase of brand ecosystems will involve partnerships that blur traditional industry lines—fashion collaborating with music, technology intersecting with art. ITM’s unified system makes these collaborations seamless and scalable.
The ultimate vision for ITM is to redefine how brands and consumers connect. It’s not just about solving today’s challenges but shaping the future of engagement itself. ITM is more than a platform — it’s a philosophy of ownership and innovation.
Because when you own the connection, you own the story.
And when you own the story, you own your world.
If you want to learn more about ITM hit me direct cam@itm.studio