API-Driven Artist Campaigns
JANUARY 2017 - MAY 2018

API-DRIVEN ARTIST CAMPAIGNS

Interactive fan-facing digital campaigns
Digital campaigns in which exclusive content is unlocked following a specific action by a user. There are many actions or “gates” that can be used by pulling in APIs, but some popular types include: social platform logins (to capture data), a Spotify follow or track save, a playlist creation, a Spotify stream, a Tweet to a group, a Facebook Post, an Instagram hashtag aggregator, or even a Spotify Pre-Save. These campaigns use a mixture of graphic design, HTML/CSS/Javascript and a number of different APIs.
Working with commercial teams, label teams, merchandising teams, streaming teams, management, and even the artists themselves, I built, designed, and product managed over 140 campaigns that incentivize fan action for artists across 50 music labels. These campaigns were hugely effective in driving streams and providing free marketing channels for the artists and their brands.

For more specifics as to the efficacy of these digital campaigns, see the two case studies below.

C A S E  S T U D I E S

Working with Digital Project Managers at Interscope Records, I built and managed a campaign for the release of her track “Fetish.” Upon logging into Spotify, fans would automatically Follow Selena Gomez on Spotify and Pre-Save the track to their library. The campaign had over 1.3 million unique impressions alone, proving the efficacy of a simple pre-save.
In celebration of the release of Logic’s album “Everybody,” working with Def Jam, I built a Spotify campaign in which fans would unlock a video upon saving his new album directly to their Spotify libraries. This helped catapult Logic’s new album to Number 1, by generating over 44,000 additional impressions.
Read more about the impact of these types of campaigns here:  Rolling Stones Article.