Levellr Unveils AI Tool to Decode Real-Time Fan Sentiment on Discord

09 July 2025 - Press release

New feature gives artists, labels, and brands instant insight into what fans really think, feel, and care about

View demo dashboard here

Levellr, the fan community platform powering next-gen artist-to-fan connections, has launched a cutting-edge AI social listening tool designed to unlock real-time insight into what fan communities truly care about.

The launch comes at a pivotal moment for the music and entertainment industries. As traditional social media platforms become increasingly saturated, algorithm-driven, and less effective for organic reach, artists and brands are shifting their focus to direct-to-fan engagement in spaces they can own and control. Discord has rapidly emerged as the go-to hub for fan communities, intimate, real-time, and driven by genuine interaction. But with that intimacy comes noise. With thousands of messages sent every day, making it nearly impossible to keep up or understand the bigger picture. Levellr's latest solution translates chaos into clarity, helping teams cut through the noise to understand what fans actually care about and build deeper, more meaningful connections in the spaces where fandom now lives.

Built specifically for Discord, the AI solution is being used by over 50 enterprise customers, and is now analyising over 10 million platform messages a month from hundreds of communities totallingmore than 7 million Discord members, delivering a real-time understanding of what fans are saying, feeling, and getting excited about.

In just the last month alone, Levellr's tool surfaced over 25,000 unique fan discussion topics, ranging from album theories and artist preferences to tour wishlist cities and fan hobbies, enabling artists, labels, and brand teams to act on what's driving fan communities. A 2025 Forrester‑commissioned study for Sprout Social found that social teams dedicate roughly 28 hours per week to core social functions - listening, replying, content planning and scheduling which rises during campaigns, launches or tours. By streamlining social listening and surfacing actionable insights in real time, Levellr not only saves teams valuable hours but goes straight to the heart of what matters most to fans

"Superfans are the engine of the music business—but until now, truly understanding them has been guesswork, and time-consuming", said Taz Sharp, Music Lead at Levellr. "This tool changes that. We're turning chaotic Discord chat into a goldmine of insight—showing not just what fans are saying, but what they care about. It's a whole new way to build connection, loyalty, and smarter strategies."

Developed with leading global music companies, the feature leverages large language models (LLMs). It analyses millions of public fan messages, surfacing actionable insights automatically. It tags key themes, tracks emotional tone, and highlights emerging trends—so teams can react faster, make smarter decisions, and create more authentic campaigns.

Scott Halliday-Dillon, FourFour Digital shared "With Fred [again..], so much of what we do is about creating real-time, meaningful moments with fans - whether it's a surprise drop or a live stream turning into a rave. Levellr's new tool gives us a way to actually understand how those moments are landing, as they're happening. It's a game changer for any team trying to stay tapped into fan sentiment and make fast, informed decisions without losing the emotional connection."

Already in use by teams at Universal Music Group, Warner Records, and other leading clients across music, gaming and consumer brands, the tool is fast becoming a core part of fan engagement strategy, supporting everything from campaign planning to product development.

Unlike traditional social media analytics, which focus on surface-level metrics like likes or follower counts, Levellr's approach dives deep—decoding the emotional and behavioural signals that drive fan loyalty and long-term value.

The launch follows Levellr's recent £1.75M funding round, as the company expands its team and technology to power more direct-to-fan communities across music, gaming, and entertainment. Current clients include Universal Music Group, Warner Records, Epic Games, Google and a new wave of independent artists building high-value fan ecosystems on Discord.