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PR Management Cooperations Label Booking Digital Marketing
Rola Music offers Digital Marketing for Tour Promotion and Single, EP and Album Releases. In this area we are focusing on the platforms Meta and YouTube with a customized strategy for each individual artist. Every Digital Marketing campaign follows a certain procedure and goes through the following phases:
1. Evaluation and reviewing of the content material - A link to a Dropbox / Google Drive folder with the collected material will be needed.
2. Set up of the targeted campaign - the objective adapts to the respective strategy and phase.
3. Monitoring and reporting ongoing campaigns - this also includes the adjustment of running campaigns if necessary to get the best performance. Additional ad material may also be requested if it can improve the campaign performance.
Tour Marketing
To push the tour and ticket sales, we are running two campaigns via Meta.
First, we will carry out an awareness campaign with the aim to generate a certain reach for the artist and find fans in those cities we are focusing on to sell tickets. This campaign ideally runs from 2 to 4 weeks. During this phase we are testing and analyzing different content. We like to work with music videos, concert clips and live sessions. Ideally we can try out different videos and songs - also different parts of a song. In addition to the meta campaign, you can also give music videos on YouTube an extra push during this phase.
Based on this data, we will then run the ticket campaign to reach as many potential customers as possible in the focus cities and try to sell out shows ahead of time. This phase runs for 3 to 5 months. The ad budget should be adapted depending on the duration, because a longer lead time might require more budget to achieve the best results. We will be using the videos that performed best in the first phase and the location, city and date must then be added to the videos. A poster with all tour dates or per focus city is also required. Also videos with a personal message to the fans in the focus city announcing the concert would be a great addition to the content material.
Release Marketing
When promoting a Single, EP or Album release, we have the option to put the focus of the campaign on either A) reach or B) increasing streaming figures. Which route to go depends on the size of the artist and the set goals. In both cases, we will work the campaign on Meta platforms. To help increase the numbers of organic listeners and streams we will need 3 to 4 video snippets of different parts of the song; not just the hook, but also verses etc.
If a music video is planned, different strategies can also be used in terms of publication. Simultaneous publication on YouTube and DSP or separate publication. Again, it depends on the size of the musician. To support the music video that is published on YouTube, we are running a campaign via Google Ads to get a good reach and increase the numbers of views.