From Zero to Millions: BEM’s Digital Strategy for Music Artist, Alaura Lynne
So, how did Bauer Entertainment Marketing help an up-and-coming country music artist with no online following or previous music releases achieve over 20 million impressions, a viral TikTok sound, and recognition strong enough to land on several Spotify editorial playlists? Keep reading to learn how we helped newcomer Alaura Lynne achieve all this and more.
Challenge: As a fresh artist in an oversaturated country music scene, Alaura and her team wanted to spread the word about her music and brand in a way that cut through the clutter. With so much competition, they knew they needed an entertainment marketing agency with a proven track record of delivering significant fans for their clients, so they turned to the music marketing experts at BEM to drive awareness and streams for her new singles.
Solution: Alaura had no historical data or existing audience, so we knew we needed to start growing her fanbase immediately and before her first single dropped. Our targeting for this “teaser” campaign was broad in location and focused on country music interests including popular artists, television shows, and festivals. We cast a wide net to gather as much data as possible about who was interacting with Alaura’s content. Thanks to this approach, we gained a deep understanding of her core audience, which we then leveraged for launching the artist's subsequent singles.
To reach target audiences, BEM selected a strategic mix of popular social media platforms — TikTok, Facebook, and Instagram — along with Spotify ads, Google Display ads, and YouTube ads. The ad content featured compelling clips of Alaura’s music videos to excite audiences and entice them to click. We ensured ad content was authentic by adhering to her distinctive tone of voice, which helped drive a deeper connection and more engagement with audiences. Over time, we analyzed key performance indicators to determine which platforms and content performed best. Then, we reallocated the budget to maximize results.
Beyond releasing singles, we simultaneously built brand awareness among country music fans. Our tactics included:
A Facebook and Instagram messaging campaign that encouraged followers to chat personally with Alaura and receive priority access to new music before anyone else. This set the stage for a strong relationship between fans and the artist—making it even more likely they will continue to follow her career and stream her songs over the long run.
A TikTok community interaction campaign that encouraged fans to follow Alaura and visit her profile—just wait until you see the results on this one!
Allowing fans to share and create videos using Alaura’s songs on TikTok, which helped her debut single to go viral.
Results: By promoting four music releases over a six-month campaign for Alaura, BEM produced a whopping 20.3 million impressions and reached 7.8 million people. Moreover, she grew from zero to over THREE MILLION streams on Spotify and Apple Music. In fact, we helped her gain strong enough awareness that Spotify added her songs to several editorial playlists including New Music Friday Country.
Additionally, our TikTok community interaction campaign gained Alaura an astronomical 24,868 new followers and 31,763 profile visits. Her debut single, “I Ain’t a Bitch,” also went viral on the platform with over 75,000 videos using the song and counting.
Ultimately, our team was honored to help Alaura Lynne launch her country music career by providing exceptional, tangible digital-advertising results for her and her team. We can’t wait to jam out to Alaura Lynne’s future releases!
Need help growing your awareness, following, and music career? We got you! Contact the music advertising experts at BEM today to discuss the fit between your marketing needs and our proven skills.