This case study dives into the partnership between DCYPHER STUDIOS and Black Note Graffiti exploring how strategic management and comprehensive support led to their achievements.
CASE STUDIES
Impactful Storytelling and Building Community Engagement to Drive Sales for Artificial Infection
Amerakin Overdose is a masked industrial nu-metal band that had already cultivated a loyal fan base, and were eager to increase engagement by expanding their reach to capture a wider audience.
OBJECTIVE
The primary objective was to increase brand awareness by leveraging an organic, content-driven approach that directly engaged fans. By focusing on telling their story and building community, we captured the attention of our target audience on platforms where short-form vertical content thrives. Our strategy was designed to promote deeper connections with fans in a way that felt authentic and personal.
STRATEGY
Our strategy focused on driving traffic to the fan email list while boosting engagement on social media.To establish the band’s presence, the marketing strategy prioritized broadening overall brand awareness rather than focusing on individual tracks. First we identified a target audience that aligned with the spirit of Amerakin Overdose and the nu metal genre. To address this, we broadened our approach to connect with alternative fan groups who resonate with their edgy aesthetics, and overt theatrical energy. Next we included audiences drawn to visceral, emotionally charged lyrics that confront themes of rebellion and identity.
METHOD
Balancing metal music with these segments proved to be a distinctive challenge. By prioritizing community engagement through active interactions—commenting, liking, and sharing posts—while leveraging dynamic short-form content to connect with fans, we identified two primary target segments: fans of industrial nu-metal and cosplay/mask culture, (e.g., horror enthusiasts and wrestinling fans and fans of goth and industrial music.) Efforts spanned social platforms like X (formerly Twitter), Facebook, Instagram, TikTok, YouTube, and the nu-metal community on Reddit, maximizing visibility through algorithmic engagement. Key metrics included email sign-ups, physical album sales, follower growth, and Spotify streams. By focusing on promoting the entire catalog rather than individual tracks, we were able to evaluate the effectiveness of the campaign holistically and assess its influence on the band’s presence across multiple platforms.
PROMOTION
We announced the summer tour alongside the pre-order promotion, offering signed copies of the CD and featuring the names of fans who pre-ordered. We kept fans engaged with regular updates and shared user-generated content, leveraging the buzz around the release. We implemented a waterfall release schedule for the first two singles, and secured placements on blogs, podcasts and radio. On the day of the album release, we shared clips of each track and highlighted the hook daily for a month, while also documenting the summer tour on social media.
PROBLEM
“Artificial Infection” is a concept album exploring how social media erodes interpersonal relationships, is addictive and serves as a vehicle for spreading misinformation. One of the key challenges was effectively communicating the concept to new listeners in a way that captured their attention. To overcome this, we used the call-to-action “GET INFECTED” in our messaging, inviting fans to reflect on how they, too, have become “infected,” to not only engage with the music but to reflect on shared experiences. This approach helped tie the album’s themes together and create a sense of community with the idea of shifting the audience from passive listeners to active participants.
RESULTS:
- Email Sign-Ups: Over 500 new email sign-ups were gained.
- Album Sales: 500 physical copies sold, with 300 pre-orders recorded.
- Social Media Engagement: A 30% increase in engagement across platforms.
- Streaming and Followers: In the first six months, the album achieved 72,000 Spotify streams, and Spotify followers grew by 38%.
Hard Rock/Alt Metal Band Black Note Graffiti
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:
- 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.
- 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.
- 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.
- 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.