THE CHALLENGE
In preparation for a successful tour of Canada and the United States in 2018, Philadelphia-based pop artist, Ro-MiNA, needed to expand her audience in these markets. In our cluttered digital environment, traditional media coverage was not a sure fire approach to reach new fans. The desired demographic wasn’t watching traditional network news or reading major daily newspapers, but learning about new music largely through social media influencers. An approach was needed to connect to a younger demographic deeply invested in the electronic music community.
THE SOLUTION
The key to connecting the Ro-MiNA brand to new fans was activating social media influencers. However, identifying and approaching these influencers independently would be time consuming and hold no guaranteed results. To that end, an incentive was needed. Enter New York-based firm, Indaba, who run remix contests with attractive cash and gear prizing and a highly engaged 350k+ email list. A partnership was launched between Ro-MiNA and Indaba. Two of her tracks were featured in targeted email campaigns, resulting in tastemakers remixing her tracks. Producers then posted these tracks online and encouraged their fan-base to vote for their remixed tracks as a favourite. Ultimately, the desire was to expand Ro-MiNA’s digital impressions by 25% in a four month period activating live music fans across the North American market.
THE IMPACT
More than 600 producers remixed the two tracks and more than 50% posted about the Ro-MiNA brand on their social networks. Ro-MiNA was extremely responsive to these posts resulting in ongoing interaction during the voting period. This not only led to a 10% increase in Ro-MiNA’s social following on all channels, but also to a 15% increase on her mailing list in desired regions, both highly beneficial channels of communication for live tour announcements.