Demi Weitz is moving from pandemic-era philanthropy into music tech with the launch of Indigo, a new platform designed to help artists build stronger relationships with their fans.
Weitz first gained attention during the COVID-19 lockdowns as a teenager, when she and her father, Richard Weitz, now co-chairman of WME, created RWQuarantunes from their Beverly Hills kitchen. What began as a casual Zoom music gathering in March 2020 grew into a major charitable initiative, raising nearly $40 million for around 75 causes. The series attracted major names across entertainment, including Bob Iger, Dana Walden, George Clooney, John Mayer, Billie Eilish, John Legend and Dolly Parton.
Now a Stanford graduate, Weitz has joined forces with fellow Stanford alumni Luc Giraud and Saskia Giraud to create Indigo. The platform is launching first on the web, with a fuller mobile app expected later this summer.
Indigo is built around the idea that fandom should be more interactive. Rather than treating fans as passive listeners, the service aims to turn them into active communities around artists. Musicians will be able to share unreleased tracks, voice notes, backstage material, exclusive experiences and other special content. Fans, meanwhile, can stream material, unlock access, send content to friends, make small direct purchases and engage with artists in other ways.
The platform’s first featured artist is rapper, singer and producer .idk., who will use Indigo to offer fans exclusive RSVP access to his Son de L’Amour event. The event is scheduled for June 20 at the French Embassy in Washington, D.C., and will coincide with Juneteenth, Fête de la Musique and programming with the Smithsonian. More content for .idk.’s fan community is also expected to be released that week.
Weitz said Indigo was created around the belief that the music business is shifting away from simple scale and toward deeper fan connection. In her view, artists should not only be judged by how many people they reach, but by the strength of the communities that grow around their work.
.idk. said he was drawn to Indigo because the platform understands community in a way many music-tech companies do not, adding that he sees it as a meaningful change in the space.
