Cariad Harmon - Album Release Case Study
Campaign Overview and Goals: In the summer of 2014, Green Light Go began a campaign with New York (originally from London) singer/songwriter Cariad Harmon to release her self-titled album. The major goals for the artist were to increase her media buzz, while building a true following of over 1000 fans before her CMJ showcase.
Strategy: The strategy for Harmon was to focus on those who had an affinity for singer-songwriters, and especially those that enjoy female vocalists. Targeting artists and deep-thinkers in New York, it was possible to gradually build her fanbase. Listeners were exposed to Harmon's American-inspired music with an English accent, something she avoided doing for years. By using her natural voice, Harmon's songwriting expanded to capture her outlook, allowing for more free-flowing stories.
Results: Through this approach we were able to secure coverage with key tastemakers including Rolling Stone, The Big Takeover, Culture Collide, and American Songwriter with 69 placements in total. Harmon's three singles were able to gain close to 5,000 plays in total on SoundCloud and the GLG site.