“Maddy and the Burstimo team are amazing! Highly efficient, great communication and fantastic results, highly recommended. We have achieved everything we had planned with our campaign and more.” – Orchid Collective
Having constantly toured since forming, the Irish indie pop quartet Orchid Collective had created a loyal fanbase, packing out gigs and festival tents. We were set the mission of growing this fan base and using them to secure streams and press across the UK for their single ‘Otherside’, within a 6-week PR campaign.
A premiere with online magazine Clash was secured within the first few weeks, giving us the springboard to secure an interview with Flavour Mag and review on The National Student. Being Irish, it was key we gained regional press so JOE.ie made the track Song of the Day, The Last Mixed Tape reviewed the single and Nialler9 ran multiple gig/festival announcements. The key target of the campaign, Red Bull Ireland, was gained near the latter end of the campaign, with an interview running on the band.
The radio friendly track picked up plays across the UK, especially within Ireland. Plays were confirmed on Flirt FM, Dublin City FM, 8Radio and URadio within the early weeks. Once the portfolio of plays were secured, we targeted the larger areas. RTE 2FM played the track out on two separate shows, plus ran an online feature. With a weekly reach of almost 2 million for RTE Radio, the RTE 2FM play led to plays on other large stations such as Today FM, which has a listenership of over 400,000 per day and Red FM, which has 2.9 million listeners a week.
On release day, Orchid Collective were placed on Spotify Official playlist ‘Alternative Generation’. The playlist secured them their first few thousand plays, generating Discover Weekly and Top Recommendation placements, triggering further streams. Soon after, the track was added to larger following Feelgood Indie playlist with over 220,000 followers and Irish playlist A Breath of Fresh Éire. The track has now broken 200,000 streams.
As Orchid Collective didn’t have a music video for the single, we were pitching the track to music supervisors for plays on TV. Made In Chelsea will be featuring the track in their next series, with it being added to ‘Made In Chelsea’ Spotify playlist.