Musical Artist Marketing Case Study
CATEGORY: Communications
SERVICES: Social Media
SOFTWARE: N/A
WEBSITE: instagram.com/onemoretimeofficial
01. The Challenge
One More Time is a tribute duo covering one of the most recognized electronic dance music artists of all time, ‘Daft Punk’. Since beginning their journey, the two-person group has been featured in a wide array of media outlets, from Rolling Stone to MTV and are known for their recreation of Daft Punk’s unique onstage performances and personas – characterized by iconic Tron-esque robot helmets and flashy two piece suits.
With the original duo no longer touring, the One More Time routinely sells out large regional music venues across the country. Its audience ranges from old-school techno fans looking to experience the excitement and energy of Daft Punk’s performances one last time to newer fans, who while enjoying the group’s music were never able to see Daft Punk play in person.
The pair has become a phenomenon unto themselves earning hundreds of thousands of fans globally and filling live music venues around the world.
Social media has become the primary mode of communication for musical acts (and other artists) like ‘One More Time’ who understand that marketing in today’s world means real-time engagement. Managing it takes a lot of work though.
From content strategy and development to publishing, fan engagement, and analytics. One More Time was no exception. As the music industry endured a global pandemic, the duo wanted to leverage social media, both to stay in touch with fans and to position itself to return full force once the public health crisis subsided.
Neither member or their manager had the time or resources to manage the accounts on a day-to-day basis however.
02. The Solution
The duo were introduced to FoH through its management about halfway through the pandemic. After a discovery meeting identifying its goals, our music marketing team began to ideate on a content strategy.
Our first goal was to fill the immediate content gap left when live performances were restricted. To do it, we went beyond press photos to tell a richer, somewhat humorous, story about the “robots”, their persona, and life under quarantine.
That started the development of a fuller, more authentic relationship with the group’s fans, ironically, by humanizing the pair with short “behind-the-scenes” storytelling about their newly found free time.
As the pandemic subsided, we worked with One More Time to keep this strategy going while mixing in new on-stage performances, city call outs, and unique press-driven content.
Once the content strategy was settled, FoH assumed control of the group’s social media channels and began collaborating with the artists on content development. Our team worked to ideate new stories, communicating them to the artists, and aggregate new multimedia via the group’s collaborative channels.
Our team built captions for and staged finished content for publishing allowing the team to proof outgoing materials for tone and voice. We actively engaged fans with ongoing commentary, answering questions about upcoming tour dates, and sharing unique moments in both static and story feeds and vertical video.
Our work also included using paid social media to drive traffic around specific posts and working with local promotional teams to do the same.
And the day came when the risk to remain tight in a bud was more painful than the risk it took to blossom.– BILLI REUSS
03. The Result
Our strategy worked and the group’s social media account gained tens of thousands of new followers in a single year with millions of pieces of unique engagements. The Duo emerged from the pandemic with an even stronger bond with fans and has continued to sell venues out based on its willingness to engage and share experiences via social media.
If you’re a musical act looking for social media or other communications or digital marketing support, we’d love to talk. Let us know how we can help.
