Angela Perley & The Howlin' Moons - Album Release Case Study
Campaign Overview and Goals: In 2013, Green Light Go started their journey with Angela Perley & The Howlin' Moons and their label Vital Music USA. We initially did festival publicity for their NXNE appearance in support of the Nowhere Is Now Here EP and followed that PR campaign with a national album release for the bands first full length release, Hey Kid. On the heels of the 2014 album release of Hey Kid, Perley & The Howlin's Moons took to the road for a run of tour dates that we also publicized. The major goal for both the band and label were to increase media awareness and securing review and single coverage.
Strategy: Having previously released three EP's prior to Hey Kid, the band and label were looking to take media coverage and awareness to the next level, so we built a press list that would target those who had covered them in the past in order to build an initial buzz in the early stages of album release campaign. This early buzz gave us the opportunity to approach the remainder of the press list using the early press as leverage for additional coverage from the top-tier goal publications, creating a continuous stream of single, video and album coverage.
Results: Throughout the six month campaign for Hey Kid, we released three singles and two videos and were able to continuously build off the early buzz we generated at the beginning of the campaign leading to secured press from the following outlets, among others:
- American Songwriter
- Magnet Magazine
- The Alternate Root
- WAKE Magazine
- The Sound of Confusion
- BBC Radio
- Beat Surrender
- Hear! Hear!
- Knox Road
- Ear To The Ground Music
"Over the past year, Angela Perley has earned comparisons to virtually every big-voiced, ass-kicking female of the 21st century, from Grace Potter to Kacey Musgraves. On her debut album, though, the Ohio native carves out her own space in rock & roll, crooning and snarling her way through rootsy songs about love, lust and life in the Midwest." --Andrew Leahey
"‘Hey Kid’ is a hugely enjoyable rocker of a record. Filled with fun-loving guitar rock, it feels like a less cheesy throw back to the hair metal of old. Perley’s gritty vocals really suit this kind of music and with her band the Howlin’ Moons behind her she provides a full-blooded swaggering performance." --Tim Stokes
"The magnetic and electric sound of Angela Perley & The Howlin’ Moons is about to hit you full-force with new album Hey Kid, which is due out in January via Vital Music. The first single off the LP, “Hurricane,” is the band’s most explosive and gritty song to date. The way Perley blends the genres of rockabilly, Americana and alt-country creates an amazingly fresh sonic experience." --Eric Miller