CASE STUDIES

Background:

Black Note Graffiti is a hard rock/alternative metal band from Ann Arbor, Michigan, composed of five talented musicians that blend the beautiful and the brutal, resulting in a twisted yet symbiotic sound. Despite their undeniable talent, they struggled to break through the noise and lacked the necessary guidance to elevate their career.

Strategic Planning and Booking:

The first order of business before securing opportunities for Black Note Graffiti was to perform a social media audit providing feedback on what they are doing well and what can be improved to showcase their talent on a larger stage. Then by leveraging my network and industry connections, I successfully booked the band to play at major festivals opening for the Upheaval Festival in Grand Rapids and at NXNE Festival in Toronto.I incorporated a promotional strategy aimed at selling tickets and sold 200 tickets to Upheaval which ensured BNG’s opening spot on the main stage.

Selling tickets for Black Note Graffiti, was a challenge. In order to raise awareness I focused on addressing four key strategies.

Engagement:

1. To boost ticket sales, we provided a dedicated link for BNG, offering a 10% discount with the promocode BLACKNOTE. This link directed fans to a landing page, allowing us to track all sales.
2. We made sure our ad copy had all the information needed specifically mentioning both the city and festival promoters for Upheavel. This helped ensure that fans saw ads relevant to their location and the festival.
3. Our targeting strategy focused on both active Black Note Graffiti and, fans who have have previdosly attended the Upheavel festival, and  targeted fans of similar artists in the band’s genre. This approach ensured that every active BNG fan in Michigan saw the ad multiple times while targeting hard rock/metal fans within a 50 mile radius of the festival.
4. We made sure the ad copy featured the band performing live, highlighting the Black Note Graffiti live showing fans an unforgettable experience.

At a CPM of $7 and a $250 ad spend, we generated over 35,000 impressions and achieved thousands of clicks at $0.07 per click. This success contributed to BNG’s moderate average ticket size regionally, showcasing the campaign’s effectiveness in boosting impressions and engagement

Record Label Acquisition:

I was able to pitch Black Note Grafffti’s demo to various labels. My efforts paid off when Golden Robot Entertainment’s Robot Distro recognized the band’s potential and offered them a distribution deal and provided them with the resources needed to distribute their music on a larger scale via The Orchard with marketing and PR support.

Revenue Streams Consultation:

I didn’t stop at securing performance opportunities and a distribution deal; I provided consultation on building up BNG’s revenue streams. From merchandise sales to sync licensing opportunities, I ensured that the band explored every avenue to maximize their earnings potential. Currently, BNG is creating a web store to streamline merchandise sales, which typically fall within a mid-range revenue bracket during off-cycle periods. I have also attained grant money for BNG to help them with production costs through the Ann Arbor Area Community Foundation and other non-profits that support musicians.

Publishing Administration:

I registered Black Note Graffiti’s setlists with a BMI a Performing Rights Organization (PRO) and ensured they were registered on all licensing platforms to collect backend royalties, such as SoundExchange and The MLC. Moving away from Soungtrust, BNG is currently in a position to self-publish. This meticulous attention to detail ensured that the band received the compensation they deserved for their creative work and are now collecting 100% of their backend royalties.

Touring and PR Campaign:

I strategically booked BNG as supporting acts for nationally touring bands like Of Virtue and Smile Empty Soul exposing them to larger audiences and expanding their fan base. Additionally, I orchestrated a comprehensive PR campaign that garnered the band significant media coverage, including podcasts, reviews, and blog features as well as internet and terrestrial radio plays. 

Results:

This approach to artist management and music marketing created postive results for Black Note Graffiti. Not only did their impressions and sales increase by 25%, but they also built a solid foundation for long-term success. By diversifying their revenue streams, establishing publishing administration protocols, securing major festival appearances, and landing a record deal, Black Note Graffiti is well-positioned to monetize their brand and continue their upward trajectory with their latest album release.