How do you connect with an audience? Ask Katy Perry. With the release of Roar she asked high school students to submit videos that showed their school spirit and the winner would receive a concert on school grounds.
The winning video, from Lakewood High School in Colorado, is quite something. It's only one take, and celebrates all parts of the school, from football to debate. The Principal encouraged the effort around a line: one world, one roar. "Our big thing is it's about everyone, uniting the whole school, community and everyone around us," one student said. Over 80 high schools submited videos.
How do you entice this kind of fanbase? Encouragement and VIP treatment. Perry treats kids more like adults, properly encouraging them to be themselves and to make a difference. We see this in her lyrics and throughout her channels. She routinely pulls kids on stage during concerts and reportedly has Meet and Greets after every show, saying to each of them "hi, I'm Katy."