Nick Holmstén was a key figure in Spotify’s earliest moves into playlists and curation, but his latest venture focuses on a different way of connecting artists and fans: financial tech.
The startup is called Belong and it’s a ‘challenger bank’ – the phrase used to describe small, new banks that compete with established financial institutions.
“Our goal is simple — but powerful: To give fans the recognition, access, and rewards they’ve always deserved,” wrote Holmstén in a LinkedIn post announcing Belong, as well as his role as CEO.
“What if fans could earn real rewards for being the first to share, stream, and support the artists, creators, and moments they love?”
Belong’s website is just a splash page and a waitlist signup-box at the moment, but it describes the company as being “the first entertainment-focused challenger bank for Gen Z, redefining fan engagement through rewards and experiences”.
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