One song. Eleven partners. Four markets.
The Problem
My artist brand had plateaued in the noisiest market in the country. Growth had stalled in Nashville, and a standard release wasn't going to change that. So I built a full campaign around one song and ran it during an East Coast tour leg.
The Brief
I couldn't be in any of those rooms, so every team worked from one question: does this feel like a nostalgic high school romance? Not chasing a lost love. Looking back on the good old days through the lens of your first real love. If a cut, a mix, or a photo didn't pass that test, it didn't ship.
A Multi-Video Release
The Work
Two film teams, one shooting inside my old high school with administration sign-off and one in Nashville. Three editions of the song: a self-engineered demo, an a cappella cut, and the studio version, each mixed by a different studio and mastered by Gavin Lurssen in LA. Multiple photo shoots. A feature with Kelsey Lamb, coordinated around her label's release calendar.
The Result
A major distribution and sync deal. 20 press placements, including USA Today and Sweety High, reaching a combined monthly audience of 3.3 billion. A release model I've run on every project since. It's still my second-highest streaming song month to month.
Partners
Blank Space Media (Nashville) · Frish Sound (Nashville) · Sincerely Music Group (Nashville) · K.C. Photo (Nashville) · Perk PR (Nashville) · Elicity PR (Nashville) · Sequoia Studios (Wisconsin) · Honeytone Studios (Wisconsin) · Fire & Flame Creative (Milwaukee) · Gavin Lurssen Mastering (Los Angeles) · Symphonic Distribution (Tampa)
