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Case Study: The Story So Far “What You Don’t See”

The Story So Far Alvin Carrillo


For the international physical and digital campaign surrounding the release of The Story So Far’s sophomore album What You Don’t See, our goal was to build off of the already existing anticipation the album was generating, keeping fans engaged throughout the album cycle, and making it easy for them to seamlessly purchase the release through everyday actions like checking Facebook, Twitter, Tumblr, and watching YouTube videos.


To begin, we provided new designs for the band’s Twitter page as well as the label’s YouTube channel, and we supported key promotional pushes and retailer mentions by writing tweets, Facebook posts, and Tumblr updates.

To capitalize on fans visiting the band’s website, we built a Splash Page, complete with video, buy links to physical and digital, and a remarketing pixel, which helped us build a remarketing group to which we could later serve ads on various music blogs and websites.

Next, we partnered with Switchcam, an interactive multi-camera app, to record The Story So Far playing at the Glass House in Pomona, CA. The way it works is fans record the show — on their phones, video cameras, etc. — and Switchcam pairs those shots with original board audio for a high quality, fan-generated video that can then serve as an asset for the band to share.

To keep momentum and reach fans anytime, any place, we created an iOS/Android mobile app through Mobile Roadie. The app encourages users to connect their social networks upon launch for easy sharing, sign up to the band’s newsletter for exclusive updates, and invite their friends to spread the love. Features include music with buy links, videos, tour dates, fan wall, and more, all below a prominent image of What You Don’t See’s album art that promptly leads to iTunes.

Last, we supported the release through banner ads, which not only targeted the remarketing group we built through the band’s Splash Page, but also focused on key Best Buy markets to support the physical release. Outlets that displayed the ads include AltPress, Mashable, The Los Angeles Times, and HypeMachine.


  • Facebook Page Likes increased 36.8% and Twitter followers went up 49.3%
  • Splash page helped build a remarketing group of 22,000 fans, and generated a 0.07% conversion rate to digital sale, also driving a significant portion of clicks (81%) to physical retail*
  • Mobile Roadie app drove 2,060 downloads, 3,802 audio streams and 2,961 YouTube-connected video streams in one week
  • Banner ads recorded a click-through rate of 0.14%
  • Monthly Wikipedia views increased by 102.7% during the campaign
  • The Story So Far debuted at #46 on the Billboard Top 200, #8 Alternative Albums, #8 Independent Albums and #1 Vinyl Albums

*Note: we cannot calculate conversion rates for physical sales

For Your Viewing Pleasure:

Better Together: One Year Later

April 4, 2013 Artist News No Comments

better together: one year later - the orchard, iodaLast year’s Orchard-IODA merger brought a veritable treasure trove of great new music into our system. We’ve had the very pleasurable opportunity to do a fair bit of exploration over the last 13 months and thought we might share a cross section of highlights. The following playlist includes household names to some of today’s buzziest / most acclaimed new artists to formerly obscure musicians who have only been rediscovered in recent years.

The list includes “Head Like A Hole,” the song that put Nine Inch Nails on the map in 1990,  Arlo Guthrie‘s 1972 Top 40 hit “The City Of New Orleans,”  and “After The Laughter (Comes Tears),” a 1964 Soul masterpiece by Wendy Rene which has been sampled by The Wu-Tang Clan and Alicia Keys and used in films like Lucky Number Slevin and The Wackness.

It also contains early tracks by contemporary Rock royalty like My Morning Jacket, Rise Against, and The Black Angels; and music from fast-rising up-and-comers like Portland bands STRFKR (“Rawnald Gregory Erickson the Second” has been heard in a Target ad on the TV show Weeds) and Blind Pilot (their 2008 debut, 3 Rounds And A Sound  led them to tours with The Hold Steady and The Decemberists), as well as San Francisco’s Thee Oh Sees, (Breaking Bad fans may recognize the 7″ single “Tidal Wave” from a pivotal scene in season four).

It’s not all Rock by any means. On the Electronic end of the spectrum, we have selections from the Mercury Prize-nominated debuts by the UK’s Burial and Zero 7, and a single from Minneapolis duo Poliça, whose (late) 2011 debut Give You The Ghost earned praise from the likes of Jay-Z and Bon Iver. We have also have Jazz from three-time Grammy-winning bassist Christian McBride (a track recorded with Grammy-winning world music legend Angélique Kidjo), and Hip-Hop from Deltron 3030, an Alternative/Hip-Hop supergroup comprised of Dan the Automator [Gorillaz], Del the Funky Homosapien and Kid Koala, (their self-titled album was “the most purely enjoyable Hip-Hop album of 2000,” according to NME).

We’ve also included a few slightly under the radar picks from some personal favorites, including pioneering all-female Post-Punk trio The Raincoats (who were extensively championed by the late Kurt Cobain), influential Los Angeles Blues Punk-ers The Gun Club (“Carry Home,” featured here, was covered by Mark Lanegan on a his 1999 covers album, I’ll Take Care Of You), and Santa Barbara Folk musician/Vietnam veteran F.J. McMahon, whose lone album, Spirit Of The Golden Juice [1969], was a highly sought after/highly priced collector’s item that was only recently reissued by Rev-Ola [CD + digital] and Sacred Bones [vinyl].

Now, without further ado…

Listen to this playlist on Spotify or ShareMyPlaylists.

Freeloader Friday: The Melvins, The Virgins, Way Yes, Julian Lynch and The Story So Far

Melvins - Everybody Loves SausagesHappy Friday everyone! I don’t know about you, but this one seems particular welcome. It’s the first Friday of Spring, the sun is shining (at least in New York!), SXSW fever is over and it’s time to relax.

To help, we’ve got free tunes for you as usual, starting with an awesome cover of Queen’s “You’re My Best Friend” by The Melvins in anticipation of their upcoming album, chock full of even more awesome covers. Next, get reacquainted with The Virgins through the full album stream of their just released gem. Way Yes and Julian Lynch preview tracks from their albums too, and to close out, immerse yourself in The Waiting Room with The Story So Far — it’s a sesh you don’t want to miss.

Happy Spring (or Autumn if you’re in the lower hemisphere)!

The Melvins: “You’re My Best Friend” Queen cover via Noisey
Everybody Loves Sausages out April 30 on Ipecac Recordings

The Virgins: Full album stream via NME
Strike Gently out now on Cult Records

Way Yes: “Colerain” track premiere via Stereogum
Tog Pebbles out May 7 on Lefse Records

Julian Lynch: “Lines” via NPR Music
Lines out March 26 on Underwater Peoples

The Story So Far: The Waiting Room at Panda Studios session via AltPress
What You Don’t See out March 26 on Pure Noise Records

Freeloader Friday: Tape Deck Mountain, K-X-P, PAWS, The Appleseed Cast, HOTT MT, Jaws, The Story So Far, and AraabMuzik

Tape Deck MountainFor all you South By Southwesters, the weekend started a week ago and never really stopped. Please, don’t rub it in. But for the rest of you deprived of the joys of SXSW, we have a host of song and video premieres to get your Friday nice and festive.

To start off, Tape Deck Mountain‘s new single is sure to take you on an epic mental trip, followed by The Appleseed Cast‘s “Great Lake Derelict,” which channels summer vibes for your leisurely listening pleasure. If you’re really bummed you missed SXSW this year, K-X-P and PAWS are both featured on NPR’s SXSW preview (oh, the acronyms!), guaranteed to aurally transport you to Austin, Texas. In addition, Jaws looks for a friend, The Story So Far finds space, and AraabMuzik gets mythological with their respective music video premieres.

If that’s not enough, we’ve got a special bonus treat for you with The Growlers, who have your live music cravings covered with a groove-laden set streaming over at Audiotree.tv.

But the story of the week really comes from HOTT MT, who went from Wayne Coyne stalkers to collaborators in just a year’s time. The group is performing with The Flaming Lips frontman this weekend at their SXSW set. Check out the links below for the full scoop!

Tape Deck Mountain: “Suicide 1997” via FILTER Magazine
Slow Salvation out now on Lefse Records

K-X-P: “Melody” via NPR’s All Songs Considered
II out now on Manimal Vinyl Records

PAWS: “Sore Tummy” via NPR’s All Songs Considered
Cokefloat! out now on Fatcat Records

The Appleseed Cast: “Great Lake Derelict” via SPIN
Illumination Ritual out April 23 on Graveface Records

HOTT MT: “Country Club” via SPIN
I Made This out May 21 on Manimal Vinyl Records

Jaws: “Friend Like You” music video premiere via Noisey
Friend Like You [Single] out April 1 on Rattlepop Records

The Story So Far: “Empty Space” music video via YouTube
What You Don’t See out March 26 on Pure Noise Records

AraabMuzik: “The Prince Is Coming” music video via Stereogum
For Professional Use Only out now on Duke Productions

BONUSThe Growlers: Live session via Audiotree
Hung At Heart out now on Everloving

Freeloader Friday: Emma Louise, The Story So Far, Javelin, The Black Angels, Beacon, Azari & III, and Local Natives

Emma Louise-vs head vs heartYou made it through the week, and even better, the month of February! Now, it’s time to spring into the weekend (seasonal jokes are the best), and we’ve got a smattering of new music that is sure to make your first Friday of March a jam-packed party. So, bust out your headphones and crank your stereo’s volume to 11 because this Freeloader Friday is full of hits.

This week, we’ve got a bunch of song premieres for you, including a certified headbanger from The Black Angels‘ anticipated full-length release, Indigo Meadow, and a blistering new song from The Story So Far. Beacon is providing the mellow vibes to your weekend with a triptastic track from their upcoming album, and Emma Louise is breaking out with her newest single, “Freedom” — an atmospheric song with a dance-inducing beat, perfect for any after-party soundtrack.

Still want more music? Well, you’re in luck because Javelin is treating us all to a full album stream of Hi Beams, and Azari & III are spinning a fresh remix off their new record, aptly titled Remix Album. And if you’re in the mood for videos, then Local Natives have you covered with a live acoustic performance of “Breakers.”

Your soundtrack is officially set for the weekend!

Emma Louise: “Freedom” via Pitchfork
vs. Head vs. Heart out May 21 on Frenchkiss Records

The Story So Far: “The Glass” via AltPress
What You Don’t See out March 26 on Pure Noise Records

Javelin: Full album stream via Pitchfork Advance
Hi Beams out March 5 on Luaka Bop

The Black Angels: “Evil Things” via Rolling Stone
Indigo Meadow out April 2 on Blue Horizon

Beacon: “Bring You Back” via Pitchfork
The Ways We Separate out April 30 on Ghostly International

Azari & III: “Manhooker (Locked Groove’s Escape to NYC Mix)” via Pitchfork
Remix Album out now on Dim Mak Records

Local Natives: “Breakers (Acoustic)” live performance via Cardinal Sessions’ YouTube Channel
Hummingbird out now on Frenchkiss Records

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