ARTIST: Secret Colours
GOAL: Make an awesome band known
ISSUE: New band without label or booking agent looking for increased visibility
METHOD: Start immediate work on long-lead press. Help build social networks and promotional structure. Disseminated digital-only single series through Bandcamp through a six-month run centered on their debut full-length. Secured over 200 reviews, plus live sessions, and an official SXSW acceptance in March 2011.
RESULT: A relatively new and unknown band from Chicago received a full-page feature spread in Chicago Reader, Chicago Tribune, and reviews across print and new media throughout the region. Their first music video premiered on Pitchfork. Secret Colours significantly increased online fan engagement via social networks.

ARTIST: Vandaveer
GOAL: Increase awareness of music video for title track of an already released album
ISSUE: Saw opportunity to gain different and additional momentum than artist’s previous campaign
METHOD: Developed targeted list for video deployment with links and pertinent information easily accessible, serviced to 650+ blogs/new media/ 1,000+ print, as well as a strong social media strategy.
RESULT: YouTube views doubled in one day after video was available online for three weeks. Feature on video in American Songwriter magazine, prominent placement in tastemaking online outlets like You Aint No Picasso, Consequence of Sound, Buzzgrinder, and many more. Because of this, the artist management agreed to commission Crash Avenue to continue press work for Vandaveer’s summer and fall tours, as well as experimental social media strategies, such as Facebook API’s “Like for a Track.”

ARTIST: Way Yes
GOAL: Use all of our resources to help a new unknown artist get some general traction
ISSUE: Band only had a small run of locally released, self-produced EPs
METHOD: Rather than offering all materials in a large blast, as per “traditional PR wisdom,” the series of EPs, covers songs, and tertiary materials were released in intervals over time, only servicing outlets relevant to the music after extensive research.
RESULT: A wide swath of new media lauding, editorial coverage in alternative newsweeklies, a strong understanding of utilizing social media to the band’s benefit, and a record deal with celebrated new indie label Lefse.

ARTIST: Fonda
GOAL: Develop a successful press campaign within one week of album release date
ISSUE: First release in 7 years from a formerly dormant artist
METHOD: Working in conjunction with a college radio campaign to develop premiere opportunities and brief artist blurbs to disseminate information about the album’s release as quickly as possible
RESULT: Beyond the blog and magazine blurbs, the Better Days EP also received hefty and in-depth reviews from the likes of Performer, Blurt, and more. Additionally, Better Days will receive a wider vinyl re-release from classic indie label Minty Fresh.

ARTIST: Lady Lazarus
GOAL: Increase visibility of debut album within three weeks and provide accessible press reports
ISSUE: Artist felt initially-hired New York-based PR firm was not communicative and felt disappointed by current editorial coverage
METHOD: Developed targeted list of outlets for press releases, plus list for personalized, specific pitches. Built a live Google Document system in which all press reports were accessible to client at any time, with weekly updated social media statistics.
RESULT: Video premiere on Stereogum, positive Pitchfork and 130 BPM reviews, and interviews and review in various alt weeklies. Client particularly pleased with company transparency and assistance with all projects.

ARTIST: Lohio
GOAL: Promote new EP, generate interest in artist heading into SXSW
ISSUE: Publicize release after street date, generate awareness outside artist hometown and reach new audiences their initially-hired PR firm could not
METHOD: Conceptualized ‘grassroots’ strategy over ‘trickle down,’ focusing on many smaller media outlets and building upward. Developed campaign with a heavy reliance on visual media, including live sessions and music videos with intent to provide viral media.
RESULT: Video premieres on Paste, Pop Matters, and No Depression. Secured Buzzsession from New York-based Wild Honey Pie, as well as interview with Blow The Scene, Modcloth, and other unconventional tastemakers that pointed back to Lohio social networks, leading to increased fan engagement and digital sales.