ABOUT

The brand objective for this alternative rock band is to increase ROI on digital advertising, increase fans, followers, and their visibility, boost their streaming numbers on both Spotify and YouTube.


The band faces the universal challenge of every up-and-coming artist: expanding their audience and securing more show bookings. The pressure to build a brand that converts a listener into a fan is of the greatest struggle that musicians face today.


Background:

Hieronymus IV an alternative rock band from New York City, seeking to promote their first album release, "στίγματα" ancient Greek for "Stigmata".



BRAND STRATEGY

Branding for a normal business is different than that of music. The reason behind this is, music is something that connects emotionally and that is very personal to an individual.


Since Hieronymus IV is a new artist, I have decided to forego the offline mode due to the expense. The digital mode is more affordable with low maintenance costs. First up is a Spotify marketing campaign. The solutions include creative and design work, a diverse digital advertising strategy, and engaging social media content.


Scrolling through my Discover Weekly Spotify playlist that’s updated each week with recommendations their algorithm believes I’d like, but it is devoid of hints that tell me what a song or an artist is about. Do I give it a listen or do I pass over it? It is usually the latter.


I am creating branding visuals with this in mind to do the heavy lifting of pursuing potential fans. Visuals add the much-required layer of context to the sounds the listener hears, taking the audible message of the song and creating imagery that conveys its emotion and message. This in turn provides a stronger affiliation to Hieronymus IV’s music.


Visual memory is more powerful than our audible memory. When people see a song, not just hear it, their ability to recall the song is stronger so promoting music with visuals will enhance the memorability, thus helping Hieronymus IV stand out from the thousands of other songs uploaded to Spotify every day.


Secondarily, social media are visual platforms that depend on graphics. Strong graphics will grab people's attention by striking a curious connection with new and existing fans.

PROJECTED RESULTS

6 Months After Launch

Total social media followers increase 30-40%

Total social media impressions increase 40-50%

Total engagement increase 20%

Total Spotify listener increase 20-40%

Total YouTube subscriptions increase 10-15%