Promoting a Band’s New Single - PR & Marketing Case Study

This has been one of my favourite projects to date.

I studied PR & Digital Communications, and for my final year project at university, I worked with a band. I had a clear idea of what I wanted to do, so I reached out to local bands and artists to shortlist potential collaborations.

I connected with a man who told me about his band. The band’s name was NEEB. It had four members and was about to release a song featuring a female artist (Vicky Jackson). He mentioned they could use help with promoting it.

I decided to take on the campaign.

Although it was a short-term project, it was highly successful, and I loved every moment of it. Here are some of the results and strategies that led to its success.

(Single cover by NEEB). — (Single Cover "Time Is Elastic" by NEEB ft. Vicky Jackson).

Project Aims

The primary goals of this project were to promote the band's new single, "Time Is Elastic" featuring Vicky Jackson, and to boost their overall media presence.

Strategy and Planning

I developed and implemented a strategy to enhance the band's online presence. At the time, they only had a Facebook page and a few music streaming platforms where they posted their songs. To broaden their reach, I launched YouTube and Instagram platforms, enabling them to connect with a wider audience.

As part of the strategy, we also planned to donate the profits from the new single to charity, ensuring this effort was highlighted throughout the campaign. Emphasising their charitable contributions not only promoted the single but also showcased the band’s commitment to giving back, which resonated well with their audience.

To generate excitement around the release, I planned engaging multimedia content, including behind-the-scenes videos, song snippets, and visually striking images. These efforts helped build anticipation within their existing fanbase while creating more dynamic touchpoints for fan engagement.

One major gap in their content was the lack of personal engagement. To address this, I also planned a series of fun and engaging ‘get to know me’ videos featuring each band member. This helped the audience connect with the band on a more personal level, adding a human element to their brand and strengthening relationships with fans.

Promoting a Band’s New Single - PR & Marketing Case Study: I worked with a local band to promote their single, boost engagement, secure radio play and more. This campaign earned me an award.Promoting a Band’s New Single - PR & Marketing Case Study: I worked with a local band to promote their single, boost engagement, secure radio play and more. This campaign earned me an award.

Campaign Execution:

Multimedia Content: I developed engaging multimedia content, including behind-the-scenes videos, song snippets, and visually striking images, to generate excitement around the new single. This content, along with photos I took of the band, was posted on YouTube, Instagram, and Facebook.

30-Second Promotional Clip: To further promote the single, I produced a 30-second promotional clip that was shared across all social media platforms.

Radio Play: Radio play was a key focus for promoting the new single. We contacted local radio stations to get the song broadcast, and the response was overwhelmingly positive, leading to consistent airplay that expanded the band’s reach.

Live Performances: I contacted local venues to schedule live performances, giving fans the opportunity to hear the new song in a live setting, further boosting engagement.

Promotional Photos: Taken by me to use alongside the promotion of the single.

Social Media Giveaway: To ramp up fan engagement, we organised a social media giveaway, offering fans the chance to win exclusive band merchandise by interacting with posts.

Charity Angle: The band’s decision to donate the profits from the single to charity was integrated into all promotional materials. We ensured this contribution was prominently highlighted throughout the campaign, showcasing the band’s commitment to giving back, which resonated deeply with their audience and enhanced their brand.

Media Relations: To increase visibility and credibility for the band’s new single, "Time Is Elastic," I pitched promotional articles to local digital news platforms. This media coverage introduced the band to new audiences, enhanced their profile, attracted new listeners, and retained the interest of existing fans.

Outcome:

Successful Media Coverage.
Radio Airplay.
Gigs Secured.
Audience Expansion.
Single Sales and Streams!
Increased Social Media Interaction.

The band’s refreshed Facebook page, featuring more engaging and interactive posts, resulted in significantly higher engagement rates compared to any of their previous content.

Through strategic planning and execution, the goals of the campaign were successfully met. The campaign not only increased the band’s visibility but also strengthened their connection with their audience.

As a result of this successful project, I was honoured with the "Best Digital Communications Student of the Year" award at university, recognising my achievements in leading digital media strategy.

I’d love the opportunity to work with bands and musicians again. If you have a project that needs promoting and you're interested in collaborating, please reach out!