Marketing

Live at the Royal Albert Hall - 5 Seconds of Summer

Problem: Make a one night only show in London feel more global

Solution: Exclusive fan event

  • $1M global budget

  • Pitching/closing partnerships

  • Oversaw travel logistics

  • Invited 30+ fans, journalists, and influencers from around the world

Worked with PR, venue, global marketing teams, travel agent, influencer agencies

Results: Charted top 5 in 8 countries

Pardyalone

Problem: Introduce developing artist, Pardyalone to the Australian market

Solution: Content collaboration with Australian artist and promo with tastemaker outlets

  • Pitched Australian artists to duet Pardyalone’s top streaming song, “Not A Home”

  • Larissa Lambert (620k) and J Verse (150k) confirmed

  • Interviews with CADA (radio), Tone Deaf, Gin & Juice, Acclaim, AUD$

Worked with PR, Australian marketing teams, artist management teams

Results: Bumped Australia from #10 streaming market to #6

Big Time Rush Brazil Tour Dates

Problem: Engage Brazilian fan base ahead of tour dates

Solution: Deezer Brazil superfan partnership (3rd biggest DSP in market)

  • Top listening fan on Deezer gets to meet the band

  • Shared filmed content on socials

Worked with Brazil marketing, Deezer

Results: Increased album streams 10% in market with 200k+ impressions on the campaign

4 - Slash

Problem: Slash’s limited availability

Solution: Global press junket (virtual/in-person hybrid)

  • Gibson partnership

  • Filmed entire session and turned into digital assets with translated subtitles for increased global reach

  • Prior approval obtained for journalist question submissions

  • Q&A monitored by host

Worked with PR, Gibson, global marketing teams, creative

Results: 35 magazine covers and charted top 5 in 8 countries

The Dreaming - Monsta X

Problem: Further engaging Russia, a top streaming market

Solution: VK collaboration (main social platform and streaming service in market)

  • Launch exclusive🫰 emoji on chatbot

  • Chick O’Rico collaboration with a “The Dreaming” menu

  • Gave away signed CDs and vinyl - highly demanded prizes, since BMG doesn’t physically distribute in Russia

Worked with PR, global marketing teams, digital marketing team, VK team, Korean label (Starship)

Results: 500k impressions + 200k streams within 24 hours on VK and organic press pick up

Love Lines - LP

Problem: Promote focus single, “Golden” and upcoming album to key markets

Solution: European promo trip

  • Organize travel itinerary and day schedules for SVP International Marketing and artist

  • Confirm press for 6 countries (25+ interviews with top media, TV, and radio)

Worked with global PR teams, global marketing teams, artist travel party

Results: “Golden” peaked at Italian radio at #12 and album charted in 6 countries

Will Linley

Problem: Break Will in his #2 top streaming market, Germany

Solution: VK collaboration (main social platform and streaming service in market)

  • Germany snack unboxing and more German specific content

  • Shoot introductory EPK and disseminate to German media

  • Service focus single “miss me (when you’re gone)” to German radio

  • Media showcase performance out of a Volkswagen van

Worked with PR, German marketing teams, radio team, digital marketing team, German DSP team

Results: Built up Will’s prominence in Germany to the point where he got an offer to perform on the biggest soap on TV, “miss me (when you’re gone)” entered Top 200 Airplay Charts, and plethora of DSP support on Spotify, Apple, and YouTube

Spencer Sutherland

Problem: Increase visibility and engagement for developing artist in South Korea (#1 streaming market)

Solution: Collaborate with influential South Korean platform

  • 1MILLION Dance Studio (23.6M subscribers) created a choreography to “Too Many Friends,” Spencer’s focus single

Worked with Warner Music Korea

Results: 179k+ views, DSP playlisting on Melon (#1 streaming service in market), and social support from Warner Music Korea

Jason Mraz

Problem: Nurture excitement for Jason Mraz’s first pop album in 10 years in Japan (historically key market)

Solution: Create exclusive Japanese product and collaborate with local independent PR since BMG doesn’t have a Japan team

  • Locally manufacture Japanese CD with exclusive bonus track and localized lyrics

  • Pitch top Japanese morning show Mezamashi 8 Fuji TV for interview and performance

  • Pitch MTV Japan support for music videos

Worked with PR, Warner Music Japan, production team

Results: Sold out JCD, and focus single, “I Feel Like Dancing” peaked at #1 on J-Wave (Tokyo’s #1 International Music Station) for 3 weeks and #1 on the International Music Airplay Charts

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