THE ASK
We were given a task to assist an independent artist with building a large viral presence for newly released music. He had a foundation built prior but was coming off a few years’ hiatus. We needed to wake his existing fans up, as well as gain new listeners along the way.
ASSESSING THE ASK
Q: How do we gain/retain attention to the music in a very disposable climate?
A: Attach the music to content that is typically perceived as timeless and/or content that has a longer shelf life then the average viral clip.
The main song that led our campaign was entitled “Spending Lots”. This is now Z. Rich’s highest streaming song to date. The record has a very welcoming, “feel good” vibe to it. We did research on Z Rich’s current fanbase to assess the demographics of the current listeners. This helped us to decide which approach to take to attract new listeners. We used our research to decide which viral clips to attach the record to. We also secured placement for his song on an independent film. We designed viral clips for his song, as well as copywriting ads for his campaign. We were able to help him reach over 3 million streams combined for this song.
