With Antibalas set to release their first album in five years, and following a successful stint contributing for the music of the Broadway show FELA!, our goal for this worldwide campaign was to increase the band’s presence in the digital space and drive sales.
We began our campaign with optimizing all of Antibalas’s social media channels and mirrored all channels with the album artwork to increase recognition. On Facebook, we updated the cover photo, implemented a buy link in the “About” section and installed FanRx and Bandsintown tabs to increase fan engagement with contests and videos, and ensure fans knew when to catch the band live. Similarly, we re-skinned the band’s Twitter background and verified their account, further branding the band while building fan relationships. Additionally, we created an Instagram account and optimized their Spotify and YouTube channels by creating and sharing playlists. Lastly, we created a new interactive microsite as the window to their official website, where we embedded a Spotify PlayButton so fans could stream the music straight from the site.
To drive sales, we took a three-prong approach with advertising. We executed online banner ads at specialized outlets including Stereogum, HypeMachine, Gorilla vs. Bear, BrooklynVegan and XLR8R. Next we ran an extensive leg of Facebook advertising pointing to the FanRx tab, iTunes buy links and Antibalas’s Fallon performance. We also hired a street team who wore masks featured on the album artwork and handed out printed materials tagged with QR codes pointing to iTunes. The street team attended local shows in New York including a new round of FELA! performances on Broadway and Antibalas with Sharon Jones.
Antibalas’s self-titled release reached #2 on Billboard’s Top World Albums chart first week of release and was still in the Top 10 World Albums on iTunes more than two months later.
Between the start of our campaign in May and its end in September:
- Facebook likes increased by 28%
- Twitter followers increased by 60%
- YouTube views reached 72,327 and subscribers hit 222
- Instagram acquired 325 followers
- Website traffic amounted to 24,942 views
- Mailing list increased by 898 subscribers
- Spotify playlist attracted 84 subscribers
- Buzzmedia banner ads recorded a .05% click-through rate (CTR)
- Facebook advertising averaged .04% CTR
For your viewing pleasure: