“Working with Maddy was a delight. Proactive, excellent communication and thorough weekly reporting. Highly recommended.” – IE Management
Following Kid Kapichi’s previous campaign, which secured coverage in Kerrang! TV, MTV Rocks and London Evening Standard, we wanted to take the band to the next level. For us, a successful campaign isn’t just confirming features, reviews and airplay with large outlets, we wanted to get Kid Kapichi to the next stage in their career and in an 8-week campaign here’s how we did it.
Promoting a band is not necessarily about getting the approval from journalists, critics and professional tastemakers, it is important to build the brand and awareness of the artist in order to maximise exposure and give them a sustainable platform in which to build on for future release.
In 2018, social media has become one of the most important drivers for a band’s success, with people sharing the track often providing greater exposure than the majority of online blogs.
Our campaign objectives were:
- Drive more streams to Kid Kapichi’s Spotify profile
- Utilise social media to help spread awareness and views on the music video
- Take the band to the next level with collaboration opportunities
- Secure placements in publications with high readership, specific to their genre and style
In order to achieve all this, we needed to break down the campaign in to several sectors – social media, Spotify, press, corporate collaborations and influencer marketing.
With indie rock being a highly competitive market, we needed to angle the band with stories that were in the forefront of the media at the time. Large print and online magazine Vulture Hound ran a feature on using phones whilst at a gig. Kid Kapichi were the main focus throughout the feature, making a statement on their thoughts, whilst plugging their tour and EP release.
Press and Media
Having already secured major online publications such as London Evening Standard and Louder Than War, we wanted to continue our higher-level online coverage streak. New Noise Magazine premiere was confirmed for the music video, features ran with the likes of Record Of The Day, Whytt Magazine and Music Match plus a live review with Kerrang!.
National radio plays were secured with BBC 6 Music, Jim Gellatly on Amazing Radio giving ‘Puppet Strings’ a spot play and Rianne Thompson added the track to her Amazing Radio show on rotation.
With Kid Kapichi fitting the alternative/indie rock genre, we targeted user curated playlists with similar artists and styles. Spotify playlists were confirmed which pushed ‘Puppet Strings’ out to over 35,000 Spotify listeners.
Social Media Promotion
Social media promotion was necessary for Kid Kapichi’s music video, with music lovers spending most of their time online, it became our main focus to promote the music where people are really paying attention to emerging bands.
With Kid Kapichi’s ‘Puppet Strings’ music video, we chose specific Facebook and Twitter pages that would share the YouTube link, immediately boosting the views. Examples of social media pages we gained exposure on were highly followed Facebook page ‘Music Tube’ with over 236,000 followers, with the video uploaded directly onto the page, with views to date on 18,000+ and 59 shares. Other pages were indie Twitter page ‘JohnOxley777’ with 12,500+ followers, ‘Indie alternative music/nice noise’ Facebook Page with over 10,000 followers and smaller but more niche social media pages.
With social media being such a large part of everyone’s day to day life and influencing a lot of people’s music taste, we focused on Kid Kapichi’s target audience of indie rock lovers and targeted social media influencers who had that audience.
Social media influencer Christina Rotondo ran an Instagram story to her 7,000+ followers whereby she plugged the single release to her fans, explaining the band and the track, whilst the track played out in the background.
The stylish foursome were recently discovered by the Underground England Soundwave’s platform, putting them alongside the likes of Pale Waves and Black Honey. This was the perfect opportunity to pitch to high end fashion brands, with the aim to get the band associated with that style and image.
UK based lifestyle brand, Provision & Co, title themselves as “clothing for the thrill seekers, the risk takers & the wild ones”, exactly the image that’s fitting for Kid Kapichi. Alongside a blog post and Spotify playlist feature, Provision & Co shared Kid Kapichi to their 70,000+ followers on socials.
A collaboration with vintage clothing brand Rokit was also confirmed, with the Rokit team shooting Kid Kapichi at one of their upcoming gigs for their blog and social media.