You Be My Heart Compilation - Album Release Case Study
Campaign Overview and Goals:
In late 2013, Devon Reed approached us to work on a compilation benefitting the non-profit, 826 National with the objective to raise awareness of the organization and increase volunteer turnout. The compilation featured a who’s who in the indie rock scene including Mark Kozelek, Marissa Nadler, Maps + Atlases, Horse Feathers, The Bowerbirds and Cloud Cult to name a few.
The established artists who contributed to the compilation gave us a strong lead to attract media so we maintained focus on the contributions by releasing exclusives to key media outlets such as Stereogum, Pitchfork, Rolling Stone and The Onion AV Club. As the objective was to also draw awareness to the 826 National organization, we also included quotes from the bands on why they chose to participate. This established a celebrity endorsement to encourage their fans to become more involved and volunteer for the organization.
As of 3/13/14 we've received a 48% return rate on coverage while securing high profile press at the following media outlets:
- Brooklyn Vegan
- Rolling Stone
- Death + Taxes
- Consequence of Sound
- The 4O5
- The Onion AV Club
BBC: MP3Free - Marissa Nadler - Half As Much (11/28/2013)
Pitchfork (November 26, 2013)
Stereogum (November 26, 2013)
Rolling Stone (October 23, 2013)