The same process used to establish the brand is used on an ongoing basis, creating rich media pieces that keep the audience interested, engaged and paying attention. These include videos, livestream concerts, animated graphics, audio interviews, performance clips, behind-the-scenes vignettes, etc.

Our approach to social media is twofold. One approach involves steady, organic follower growth and the other is focused on generating buzz for a specific event (concert, album release, etc.) through saturation.

1. Follower growth involves regular (but not incessant) posts which give a glimpse of the artist’s life outside the limelight. These may be snapshots from daily routines, moments of inspiration, behind-the-scenes of the creative process, etc. Actually replying to comments and engaging the users is importnat. The idea is to give the followers a sense of intimacy and special access.

2. Promotional social media campaigns are activated when a specific event such as an upcoming show, tour, or record release needs to be widely advertised. This is done with a short-term, high frequency posting schedules aimed at saturating feeds and triggering the algorhithms into perceiving that something big is happening and showing the content to more users.

Both approaches target groups based on interests, demographics and geolocation and both may involve paid boosts to reach a wider audience.

Email Marketing is highly effective because it can be much more precisely targeted and marketing efforts typically fall on more fertile ground. Email collection is typically done when people are already somewhat interested in the artist or their material. They may have voluntarily subscribed to a newsletter to stay in the loop, or provided their email attending a previous concert, wathcing a livestream or buying merchendise.

If social media is good at reaching wide swathts of potetial audiences, email marketing is powerful in its ability to distill those audiences to a sampling of the most dedicated fans.

One way we grow these subscriber bases is by filming concert performances and re-releasing them at a later date as a livestream concert which viewers can watch for free by providing their email address.

We work with PR agents to create buzz in the press community during high profile promotion campaigns such as album releases, noteworthy events or product/merchandise launches.

We work to develop, promote and produce concert series that go beyond the typical one-off shows or cookie-cutter tours. These are serialized concerts that marry musical performances with different thematic elements, often featuring special guests and rare collaborations. This transforms an ordinary performance into a one-of-a-kind experience that leaves an indelible impression.

A key element in our brand building strategy is to align an artist’s brand with consumable products that can provide a steady revenue stream complementary to, but independent of, music sales and ticket sales. Products like artist branded coffees, teas, wines, and craft beers can be purchased again and again, either as one-time purchases or recurring subscriptions.