“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, successful campaigns aren’t just confirming features, reviews and airplay with large outlets, we wanted to get Kid Kapichi to the next stage in their career.
We used their previous coverage to focus on larger outlets but also focus outside of the blogs and radio and explore influencer marketing, social media coverage and brand collaborations with their EP ‘Lucozade Dreams’
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.
For Kid Kapichi’s second campaign, we were set the task to promote their single ‘Revolver’, within a short time period as the quartet were keen to get the track out before the Christmas period. Therefore, our main focus was national radio and regional coverage to help build the buzz around the release but also sell out their hometown gig for the single launch.
In the lead up to the launch night we focused on regional press which would push ticket sales, confirmed features in all Hasting’s newspapers and surrounding areas. With these previews, as well as a BBC Introducing spin, Kid Kapichi sold out Printworks, Hastings.
After regional press and radio were secured, we put all our efforts into national radio. Off the back of the BBC Introducing play, BBC Tees played the track. Amazing Radio and idobi Radio also showed support, with idobi putting the single on heavy rotation on ‘idobi Anthm’. The final national radio play confirmed was on Planet Rock’s New Rock Show with Wyatt Wendels, with 1.25 million weekly listeners.
‘Revolver’ was added to PopFiltr’s Rocking Indie playlist with close to 30k followers.