Project information

Creating the "Buzz" and converting listeners into fans and paying customers

Looking to best leverage the new way we all listen to music, Out The Box Records hired me to develop OTB's digital channel. I was proud to work with this forward-thinking label, who accepted my digital plan to support its artists with localized advertising, digital marketing, sponsored email, social media and direct response television. I proved the model with Chicago Blues Reunion's campaign that used localized ads and digital media around each gig location to support local retail sales for their debut album.

The band's Website drew traffic from referral and search channels. Sponsored email and social media drew fans looking to buy. The album charted in the top 10 the first month after release and remained in the top 20 for an entire year. The program proved so lucrative that it was extended an additional year, supporting the band through two national tours and the addition of a live concert DVD.

Deliverables: Digital marketing plan, Web design and development, content development, site maintenance, social media, reciprocal linking, subscriber databases, online advertising, DRTV spot, email, and public relations.