Circle of Live

Unlike conventional DJ sets or structured performances, Circle of Live thrives on spontaneity. World-renowned electronic musicians join together for free-flowing jam sessions across festivals, concert halls and unique venues worldwide. The result: one-of-a-kind performances where audience and artist share in an unrepeatable moment.

His ethos, centred on creativity, collaboration and mindfulness, form the foundation of Circle of live. WFMA partnered with Sebastian Mullaert to help extend that philosophy beyond the stage through a purpose-driven email marketing strategy.

Connecting with a Niche Global Audience

The core goal of the campaign was to grow Circle of Live’s email database with highly engaged subscribers who share the brand’s appreciation for authenticity, collaboration and musical spontaneity.

Our goals:

Attract electronic music fans who value live performance and improvisation.

Introduce new leads to Sebastian Mullaert’s vision through storytelling and exclusive content.

Position Circle of Live as a trusted source for live recordings and upcoming events.

Drive traffic to the official website and support the growth of the record label.

Strategy: Purpose-Driven Email Marketing

1. Welcome Flow With Real Value

The first touchpoint was a thoughtful welcome sequence designed to immediately deliver value to new subscribers:

Exclusive recording from Movement Festival in Detroit.

A personal story from Sebastian Mullaert, rooted in mindfulness and exploration.

A link to a Resident Advisor documentary on Circle of Live’s origins.

Updates on upcoming collaborations, events and music releases.

2. Storytelling Instead of Selling

Every message reflected Circle of live’s ethos. Instead of pushing ticket sales or merchandise, the emails offered stories, insights and experiences that connected audiences to Sebastian Mullaert’s philosophy.

3. Data-Driven Optimisation

We monitored open and click rates closely, refining copy, subject lines and design elements to ensure we maximise the performance.

Results

Compared to average music and entertainment email results, Circle of Live’s performance was:

+217% higher open rate

+1,525% higher click-through rate

Why It Worked

Success here stemmed from alignment. Every part of the journey reflected Sebastian Mullaert’s artistic identity: one rooted in meditation, spontaneity and community. Rather than pushing products, we invited subscribers to participate in something meaningful, creating a lasting impression that kept open and click rates high.

For brands like Circle of live, where community and authenticity are central, email marketing must go beyond the typical promotional formula. By crafting a campaign that spoke to the heart of Sebastian Mullaert’s vision, WFMA was able to deliver a strategy that truly resonated with the global electronic music community.

Looking to achieve similar results for your brand?

At WFMA, we help brands with values craft email strategies that resonate, not just sell. If you want to engage your audience with campaigns that reflect what you stand for, get in touch.