The Lids Case Study
“The fantastic dedicated team at Burstimo ran a great campaign for our band. We were kept up to date at all times. Very pleased and we will definitely use them again.” – The Lids
Young indie rockers The Lids have grown a strong regional fan base in their city of Leicester but had hit a wall of how to progress further. Our main objective was to take The Lids from local Leicester band to national ‘Ones to Watch’ indie rock band, within a 6-week PR campaign. With basically no online presence or previous coverage, we had to take it from the ground up, building a platform for the band that would leader to bigger and better results throughout the 6 weeks and after.
With indie rock being an overpopulated market, we had to be creative and unique with our promotional methods, breaking the campaign down into several different sectors – press, brand collaborations, Spotify and TV.
Press and Media
Once we had built the band’s online presence with multiple smaller blog features/reviews and plays on lower level radio stations, we approached target media with the aim to secure premieres for the track and the music video. With Clash premiering the track and Gigslutz premiering the music video, we had a springboard to propel us forward, leading to national radio stations Amazing Radio and Radio X showing support as well as hype machine blogs.
Born and bred in Leicester, the trio have always been Leicester City fans so collaboration with Leicester City’s own Christian Fuchs for his new clothing range #NoFuchsGiven was a perfect fit. Fuchs sent the lads a mystery package of clothing, which we organised a Facebook Live opening for, with the boys opening the package live on Facebook to over 2,500 of their fans. Christian supported the release, tweeting to his 172,000+ followers and also sharing on the #NoFuchsGiven socials.
Check out #NoFuchsGiven her – https://nofuchsgiven.com
Within the first few days of the release, The Lids were placed on Spotify Official playlist ‘Fresh Finds: Six Strings’ with over 30,000 followers. Alongside the official playlists, we targeted user curated playlists, pushing ‘Delectable’ out a further 30,000+ Spotify users, placing the track on 7 playlists with up to 20,000+ followers.
With national TV channels becoming increasingly competitive, we needed to find a way to get The Lids’ debut music video out there so that the views increase and it’s putting in front of the correct audience. The video was confirmed for ClubComs’ indie programming, reaching over 4,000 health and fitness clubs in the US and another 800 or so in Canada. Some of their partners include Golds Gym, Planet Fitness, LA Fitness, and 24 Hour Fitness.