Making The Band Viral, 2018 Edition

Music industry success, as is the case in many other industries, revolves around a few universal elements relevant to any successful business endeavor: story telling, audience connection,  aesthetics, etc. 

Success in 2018 is rooted in the same marketing principles, however, the tactics and techniques are vast and seem to change/improve by the week. It’s no secret that current digital marketing strategists spend about 20-30% of their time updating their knowledge on best practices and changes to the marketing ecosystem.

At GaldaMedia, one of my favorite types of service is providing digital marketing support for musical tours, events, album campaigns, etc.

Most recently, we worked with Daniella Mason and her team at AYA Records/Tone Tree Music Label. We thought it would be helpful to share some of the digital advertising tactics  used on facebook/instagram  to promote  Daniella’s self titled release. Hopefully this provides a decent overview of music marketing tactics. I’ll divide this into two parts – Part 1 focuses on the album release campaign, and Part 2 focuses on the tour/event marketing work done soon after. 

Disclaimer: Digital Marketing isn’t a magic bullet or a growth hormone pill for marketing, but it is a great way to amplify that which is already working based on the universal principles of marketing mentioned above. That being said, Daniella and her team are already doing a lot of things right.

There is a lot of talent, craft, and production behind her recent album, and she, alongside her management do a great job of leveraging the relationships she’s made as an established songwriter in the music industry. More importantly, their strategy consists of targeting their relationships in the music media circuit, which resulted in a good amount of features in music magazines and platforms, most notably, the “NEW MUSIC FRIDAY” playlist on Spotify, which gave us a lot of existing social media capital to begin with.

Infrastructure

Before working on any ad creative or content, the first series of steps involves creating and mapping the Digital Infrastructure that will go into the artists marketing ecosystem. With our strategy, Facebook and Instagram was the core of the operation, and the following are the items we used to deploy:

Create Facebook Business Manager Account – As a Facebook page, you already have the ability to boost posts (which essentially turns them into ads that can be displayed to users who don’t follow you) both on FB and Instagram. But with a business manager account, you will have access to one of the most data-rich, and powerful advertising systems in existence. Not every page admin needs this, only the admin or agency who will be operating the campaigns. Here’s a primer on how to properly structure all of the accounts you will be creating.

Create Facebook Ad Account – Now, as the ads admin, the best way approach is to create a new ad account for the particular artist or talent agency. It’s preferable to create it and hand them administrative access (which will require a business manager account on their end), to allow easy onboarding or handoff.

Instagram Integration – You don’t need to have an Instagram account connected to your FB page in order to advertise on Instagram – since FB still displays your ads  using a mock account; but doing so displays the ad from your actual Instagram account, which lets users click through to your profile if they click on your avatar. This is a great opportunity to generate Insta followers. (Edit: as of 1/2018, you can create instagram campaigns with the objective of driving visitors to your instagram page directly, but it is only accessible from the Instagram app from a business profile).

Facebook Pixel Integration – This will likely be the most “techie” task (artists love using this word, a LOT). In this case,  it means you might have to tinker with some code. The Facebook Pixel is “an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.” For a better summary of why you need this checkout this guide.

The pixel code will be installed on your website to track visitors and provide a report of what pages they visit.  This will help you segment them into separate audiences, covered in the next step. Additionally, you will want to install the pixel on the ticket sales page for your events/tour. With Daniella, they used two separate ticketing platforms and only PreKindle allowed us to plug in our pixel code. This helped us realize that moving forward, we will ONLY chose ticketing partners that allow us to do this. More on this in Part Two.

Create Facebook Audiences – Now we are getting into the strategy juice. Rather then blindly setting a demographic to target your ads to, use the power of Facebook’s data to create audiences that have a high probability of being receptive to your music. A custom audience lets you match up FB/instagram users with 3rd party data, such as an email list, or website visitors as captured by your FB Pixel. You can also use the audience finder to create specific lists based on FB user data (example: M/F, ages 18-45, fans of – demi lovato, nick jonas, katy perry- in the state of Texas)

In the case of Daniella Mason, she’s performed with and/or toured with both Nick Jonas AND Demi Lovato, so we created a specific audience made up of people who “like” or follow the pages of Demi Lovato and/or Nick Jonas, since they are more likely to engage with her ads due to her familiarity within those fanbases.

Create Lookalike Audiences – perhaps the most powerful feature on Business Manager, is the ability to create an audience of people who closely resemble your existing audience. When you create a Lookalike Audience, you choose a source audience (a Custom Audience created with a data partner, your pixel data, your mobile app data or fans of your Page) and FB identifies the common qualities of the people in it (ex: demographic information or interests). Then they find people who are similar to (or “look like”) them. This makes it more likely that those people will be interested in what your ads are offering.

Google Tag Manager – For more advanced marketing cases, you can also create ads within Google’s display network. If so, it is recommended to install Google Tag Manager, which then allows that container to display your google analytic code, your Facebook Pixel, etc.

GOALS, CONTENT, TARGETTING

One of our favorite marketing acronyms is GCT: define goals, create content conducive to that goal, and then strategically target it to best achieve those goals.

For the album launch campaign, here was our “GCT“:

Goals -1. Spread awareness of the release to Daniella’s existing fanbase (including those familiar with her material but don’t follow her yet). 2. Expose the music to new fans. 3. Drive Spotify streams.

Content – Platforms – Facebook ads, Instagram Ads, Instagram Stories Ads, Facebook Canvas. Via Video or Graphics with sound.

Targeting – Existing Fanbase, Fans of similar artists, Music journalists, Radio Directors

Creative

One of the advantages of using Instagram to promote music (or any kind of art), is that the platform is already tailored to artists in its UI design and aesthetic. This means your ads are more likely to be effective if they follow the same clean, “artsy” look of the platform.

To exploit the relationship with Nick Jonas amongst his fans, we created a canvas ad specifically for them that includes a tweet of him praising one of her releases. We do whatever it takes to capture a users attention, and using someone they’re already a fan of is less intrusive than trying to divert their attention to something entirely random.

With this in mind, we went fairly minimalistic with our ads, taking advantage of Daniella’s equally minimalistic artwork to create something simple and soft on the eyes.

 

RESULTS

Author’s note: As of 3/2018, Daniella Mason’s album has over 1 Million streams on Spotify.

Reach
Impressions
Amount Spent (USD)
Unique Link Clicks
3-Second Video Views
Clicks (All)
New Page Likes
Album Launch Campaign
517,886
837,638
$xxxx
1770
13,563
2,070
710
Ads clicks went to a landing page that included links to all the different streaming stores/apps.
In a two week period, 770 clicks were directed to this landing page, and 2 thousand clicks were made on the ads (likes, ad clicks, clicks on the link, profile clicks, etc).
In total, 710 new followers on FB and about 1300 on Instagram.
PRO TIP – For a quick boost in fans (helps with social proof), we added Mexico and Brazil to the list of FB ad targets for about 2 days. The list of “related artists” have huge followings in those countries and the cost per impression is cheaper which will get better results. However, there is a danger that click farms in these countries might result in “fake followers“, for that we targeted fans who liked at least two of those related artists.
These results were achieved with an ad budget of under $1,000 for 1 entire month.
With 837K impressions, our total CPM (Cost per 1000 Impressions) was $1.51.
The more tailored your audiences AND your content, the more “shareable” your ads become, allowing you to get thousands of “free” or organic impressions.

ROI

Defining ROI is harder with an awareness campaign such as this. If you think getting someone to listen to your music is worth at least a dollar, than the ROI for this campaign would be about a 4/1 expense/revenue ratio.
Defining ROI and ROAS (Return on ad spent) becomes much easier when promoting a tour (assuming your Facebook pixel is installed), since with a tangible sales product you can put attach an actual dollar amount to a specific ad. We will go more in-depth when we discuss how we promoted her release tour in PART 2 of this Series.
Need help making this happen? Contact us to see how we can help make your launch as successful as possible.

End of the year reflections

December 31, 2017. Trying to think ahead and process the year. Armed with a pen and pad. Felt stuck. Lots of feeling – doubt – confusion – hopeful apprehension. Then I remembered I was a musician and that my parents have a grand piano so I decided to play my thoughts instead. I know it’s very abstract, but this captures 2017 – a major change – many undertakings – expectation and disappointment all rolled into one. Just a minute of improvisation – A lot left unresolved, but still standing strong going into the new year that I hope is filled with a lot of progress…harvest..and music. (also, need to start using my metronome more)

REPUTATION

REPUTATION

Obviously, I could care less for the lyrical subject matter of Taylor Swift records, but as far as song production, vocal arrangement, songcraft and instrumental orchestration goes, her new album “Reputation” is truly a masterpiece.

Looking at some of her behind the scenes studio footage, how she drives the creative process while making her songs… I’m convinced she’s one of the greats.

If you haven’t, I’d recommend listening to: Dancing with our hands tied, Delicate, Dont blame me, Dress, and a few other gem

Thanksgiving Day and my first VLOG

Can’t overstate how much we are enjoying our “border city” situation.

We get to live our quaint little american life while also being a 20 minute drive away from my wife’s hometown in Canada. It’s not LA, but as far as family goes, its a good compromise for the time being.

Taking up vlogging just to start immersing myself in the new video software (ADOBE PREMIERE) I just purchased. Getting my skillset honed a bit more.

Big Moves


It’s pretty wild to finally find yourself on the otherside of a major change.

After endless deliberation, list making, and agonizing over extreme decisions, we made it to Michigan.

A bit weird to actually drive down the same streets I used to scroll down on google street view before the move in attempts to fore-see what it would be, and feel like. I am an intuitive feeler (Ne, in MBTI speak, which I am starting to dive in to), so the way I process my emotions throughout the decision making process, is by comparing and contrasting “feels”. That intangible “feel” of a place that you can’t fully recreate without having experienced it.

But it was time. Dallas was a great adventure and will greatly be missed, but it was time to take another step in life, while also finding a good compromise that put our kids closer to their grandparents.

We are here now, ready to launch GaldaMedia, and looking forward to enjoying this region and the different diversity it offers (great lakes, michigan, midwest, east-coast, Canada, etc)

First fall in Detroit has been one for the books

A post shared by nahumgald (@nahumgald) on

The 29

It was an amazing season. And we were all just glad to have made it to the World Series. It’s all we wanted.

But then we got there, and renegotiated. We wanted it all. We could smell it. It was ours. A few bad strokes of luck had pushed the series to its limit, but on that final game, in our house, with our second ACE, it was ours for the taking.

For whatever reason, it feels like this was our window. And we missed it. It feels like we won’t be back for 29 years. Other than the Cubs last year, I couldn’t think of a more deserving fan base.

But as I wake up from the gloom and doom that has been the first couple of days after the loss, I’m excited about next year. Now we know how to get there. We lived one of the craziest WS in recent memories, and we bring all that experience into the post season.

#thisteam ain’t going nowhere

More Than Basketball: The Kobe Bryant Era

Whether you’re a fan of basketball or not, you’re going to hear about Kobe Bryant a lot this week. Especially today. You’re going hear career eulogies, speeches, blogs, and interviews. If you think it’s gone too far, then this post is for you. 

If you feel that there’s more to life than basketball, then this is especially for you.

I mean, of course, we all know you’re right. But this is exactly what this Kobe Bryant retirement is about: something MORE than basketball. We’ll let the analysts decide where Kobe stands amongst the greatest. It’s been a while now since we’ve stopped caring here in LA. We know what he means to US.

For me and millions of others who literally grew up and came of age during the Kobe Bryant era, Kobe was as much a part of life as the seasons, the California sunsets, death, love  and taxes. I know it sounds a bit dramatic but when the sun goes down tonight, a monumental part of our youth will be settling into the night as well.

When Kobe came into the league, I was a 12 year old kid. Not even a teenager yet.  At that young age, my immediate surroundings were the whole world, and to us, the only world that mattered was that smoggy yet picturesque strip of hills, concrete, and trees that adorn the land between the Pacific Ocean and the San Gabriel Mountains.

For some perspective, when Kobe played his first game in a Laker uniform, Tupac Shakur was still alive. Back then, it was Tupac who represented the city’s grit and determination. In retrospect, it’s fitting that the same year Tupac died was the same year LA would get it’s next icon that would soon carry the torch in representation of the city’s strength, grit, and passion.

For Perspective: This is what the LA Times website looked like when Kobe came to the Lakers:

la-times-1996

“To Live and Die in La, the place to be, you have to be there to know it.” -Tupac Shakur

Yup, you had to be here to know it.

Growing up in LA during the Kobe Bryant era, April meant one thing: Playoff season, the “real” season and another road to June was about to begin. The nights get warmer, the days get longer, and the gold Laker car-flags would one by one start to make their way out, adding a hue of purple and gold to the sea of red brake lights that made up our never ending web of freeways.

When playoff season came, EVERYTHING was possible, and for some reason, there was something really magical about playoff games on Sunday afternoons.

The first Kobe-Shaq championship wouldn’t have happened if it wasn’t for a 4th quarter, 15 point come back that ended with the now iconic lob from Kobe to Shaquille to pretty much seal our first trip to the NBA finals since 1991. Happened on a Sunday. I’ve never lost my composure/dignity as much as I did when Shaq nailed down that lob.

The 3 peat wouldn’t have happened if Robert Horry doesn’t sink that buzzer beating 3 against the Sacramento Kings on a Sunday afternoon game that the Laker’s never led until the end.

A Sunday after that, the Lakers would defeat the Sacramento Kings in Sacramento during a game 7 for the ages.  The fact that I was in the Sacramento area with my friends on a class trip made that game even MORE memorable.

During the lean years of struggle after Shaq Left, Kobe reminded us once again that anything is possible with a buzzer beating shot against a heavily favored Phoenix Suns that would give the Lakers a 3-1 lead. Something about Sundays.

The 81 point game against Toronto? Sunday.

After a few tough years, the Laker’s returned to Championship glory when the Lakers clinched their first post-Shaq championship in Orlando. Another sunny Sunday afternoon in June.

Game 2 of that series was extra special as I got to watch the game in person with my dad as the Lakers defeated the Orlando Magic led by Courtney Lee* in an overtime thriller.

(*not sure if it was Courtney Lee…was there someone else playing on that team? I don’t remember.)

But the biggest, most joyous moment of the Kobe Bryant era would happen on a Thursday.

Trailing 40-34 at half time in a sloppy, tense, nerve-wracking Game 7 against the hated Boston Celtics, the game was starting to appear out of reach. Somehow, it was the team gathering together behind the man that got them there.

We haven’t had one of those moments for a while now.

But we will never forget where we were when those moments occurred.

Being a Laker fan means that a game is never over until time runs out. While watching the Lakers take on the Spurs during the 2004 playoffs, I was in a room full of Spurs fans who were celebrating and heading to their cars after Tim Duncan sunk the apparent game winner, leaving less than half a second on the clock. I’d been a fan long enough to know that it’s never over. Not with this team at least. 0.4 seconds. We will never forget. Rumor has it my Spur fan friends are still in the parking lot waiting for me to come out of the Chilis Restaurant after Derek Fisher sunk that shot.

Now we watch new guys and new teams craft their own legacies. But we still have unending memories available with a quick youtube search.

THE KOBE BRYANT STORY IS A STORY OF LA.

For those of you not from here, there are two LA’s. The LA made up of adopted angelenos that could afford to move here (celebrities, dreamers, other suit wearing rich folk), and the native angelenos that are FROM here (the batos and homies that won’t let a championship celebration get in the way of copping a free pair of Jordan). The transplants are the ones you see sitting in the lower bowl of Staples Center. The natives usually sit in the upper levels save for the rare occasion where ticket prices are low due to playing against lowly teams like the Bobcats or the Clippers (no offense to the Bobcats).

But that’s the thing about LA. It’s a very receptive and accepting place. No one thinks twice about seeing an asian, a hispanic, a white guy in a suit, and an african american waiting in line behind a food truck that makes Korean-Mexican Hybrid Tacos. 

In LA, you’re from here the moment you get here, whether by birth or by choice. In 1996, Kobe Bryant got here by a choice made by Jerry west. HE would become as much a part of LA as the  celebrities sitting courtside and the homies in the top levels trying to spy an empty seat in the lower bowl that we could sneak to during halftime.

As a young immigrant kid who still had hints of an accent, playing and watching basketball is what allowed me to seamlessly weave my own unique identity into the endless sea of LA diversity. None of our differences mattered when the Lakers were playing. Or when you were sharing a copy of the LA times with a stranger on a bus stop reading Bill Plaschke’s over the top commentary from the night before.

Whether shooting around at the park in a Laker Jersey, or waiting in line for yet a second round of hybrid tacos, none of these socio-cultural divides meant anything to us.

It’s rare for a 16 year old teenager to have much in common with his 12 year old sister and cousins, but because of the Lakers we were able to share a strong bond that continues today.

The Laker Era represents all those memories of days where everything was possible, specially on a Sunday afternoon.

In the past twenty years, a LOT has changed. Friends move away, neighborhoods have changed.

I too have had to move away from the city of angels and as painful as it is to see your childhood evaporate, we could always count on one Kobe Bryant putting on a show regardless of the season that the Lakers could be having. Through Junior High, High School, College, Marriage, living in Canada, and now living in Texas, Kobe Bryant was the constant that kept me connected with my roots. 

But I understand.We need to understand, that we’ve been on borrowed time. The Kobe Bryant “Black mamba” era really came to an end the night that Kobe’s achilles tore.

The final Mamba legacy was signed with those two free throws he made on one leg following the fall. He singlehandedly took an epicly disappointing Laker team to the playoffs but it came at the expense of his achilles heel.(As a side note: F*ck Dwight Howard)

You have your living legends, but for the last three years, we got to have a living legend who was also playing. The last few games may have seemed like a circus, but really, it was more like a traveling museum.

When you watch highlights in the future, or see the statue next to staples – or when he gets inducted into the hall of fame, we’ll give anything for a chance to travel back in time and see him put on jersey one more time. Tonight will be that one more time.  One last chance to say goodbye.

I bought tickets to a game this past November, and luck so had it that Kobe announced his retirement about an hour after I bought the tickets. I think the basketball gods rewarded my dedication as a fan over the past few years by allowing me to get a part of Laker history in the form of the retirement letter from Kobe that the Staples crowd received that game.

IMG_9213Of all the glorious moments I mentioned in this post, this one will forever be my personal favorite- Getting to bring my 3 year old son to his first basketball game. He won’t remember any of it, but he’ll be able to tell his friends that he saw Kobe Bryant play in his last season.

He’ll probably grow up rooting for D’angelo, Clarkson, and Randle.There’s no telling the joys that lie ahead for him in his own adolescence as a sport fan. Despite the dimness of tonight, the future’s looking bright.

But until then, we’ll always have these 20 years,  and as of right now, we have this for one more night.

I don’t know what I’ll feel tonight when the final seconds of the season tick down, when this game is in the refrigerator, the lights go out, and the tears start streaming- All I know for sure right now is this:

THANK YOU KOBE BRYANT.



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Making The Band Viral, 2018 Edition

Music industry success, as is the case in many other industries, revolves around a few universal elements relevant to any successful business endeavor: story telling, audience connection,  aesthetics, etc. 

Success in 2018 is rooted in the same marketing principles, however, the tactics and techniques are vast and seem to change/improve by the week. It’s no secret that current digital marketing strategists spend about 20-30% of their time updating their knowledge on best practices and changes to the marketing ecosystem.

At GaldaMedia, one of my favorite types of service is providing digital marketing support for musical tours, events, album campaigns, etc.

Most recently, we worked with Daniella Mason and her team at AYA Records/Tone Tree Music Label. We thought it would be helpful to share some of the digital advertising tactics  used on facebook/instagram  to promote  Daniella’s self titled release. Hopefully this provides a decent overview of music marketing tactics. I’ll divide this into two parts – Part 1 focuses on the album release campaign, and Part 2 focuses on the tour/event marketing work done soon after. 

Disclaimer: Digital Marketing isn’t a magic bullet or a growth hormone pill for marketing, but it is a great way to amplify that which is already working based on the universal principles of marketing mentioned above. That being said, Daniella and her team are already doing a lot of things right.

There is a lot of talent, craft, and production behind her recent album, and she, alongside her management do a great job of leveraging the relationships she’s made as an established songwriter in the music industry. More importantly, their strategy consists of targeting their relationships in the music media circuit, which resulted in a good amount of features in music magazines and platforms, most notably, the “NEW MUSIC FRIDAY” playlist on Spotify, which gave us a lot of existing social media capital to begin with.

Infrastructure

Before working on any ad creative or content, the first series of steps involves creating and mapping the Digital Infrastructure that will go into the artists marketing ecosystem. With our strategy, Facebook and Instagram was the core of the operation, and the following are the items we used to deploy:

Create Facebook Business Manager Account – As a Facebook page, you already have the ability to boost posts (which essentially turns them into ads that can be displayed to users who don’t follow you) both on FB and Instagram. But with a business manager account, you will have access to one of the most data-rich, and powerful advertising systems in existence. Not every page admin needs this, only the admin or agency who will be operating the campaigns. Here’s a primer on how to properly structure all of the accounts you will be creating.

Create Facebook Ad Account – Now, as the ads admin, the best way approach is to create a new ad account for the particular artist or talent agency. It’s preferable to create it and hand them administrative access (which will require a business manager account on their end), to allow easy onboarding or handoff.

Instagram Integration – You don’t need to have an Instagram account connected to your FB page in order to advertise on Instagram – since FB still displays your ads  using a mock account; but doing so displays the ad from your actual Instagram account, which lets users click through to your profile if they click on your avatar. This is a great opportunity to generate Insta followers. (Edit: as of 1/2018, you can create instagram campaigns with the objective of driving visitors to your instagram page directly, but it is only accessible from the Instagram app from a business profile).

Facebook Pixel Integration – This will likely be the most “techie” task (artists love using this word, a LOT). In this case,  it means you might have to tinker with some code. The Facebook Pixel is “an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.” For a better summary of why you need this checkout this guide.

The pixel code will be installed on your website to track visitors and provide a report of what pages they visit.  This will help you segment them into separate audiences, covered in the next step. Additionally, you will want to install the pixel on the ticket sales page for your events/tour. With Daniella, they used two separate ticketing platforms and only PreKindle allowed us to plug in our pixel code. This helped us realize that moving forward, we will ONLY chose ticketing partners that allow us to do this. More on this in Part Two.

Create Facebook Audiences – Now we are getting into the strategy juice. Rather then blindly setting a demographic to target your ads to, use the power of Facebook’s data to create audiences that have a high probability of being receptive to your music. A custom audience lets you match up FB/instagram users with 3rd party data, such as an email list, or website visitors as captured by your FB Pixel. You can also use the audience finder to create specific lists based on FB user data (example: M/F, ages 18-45, fans of – demi lovato, nick jonas, katy perry- in the state of Texas)

In the case of Daniella Mason, she’s performed with and/or toured with both Nick Jonas AND Demi Lovato, so we created a specific audience made up of people who “like” or follow the pages of Demi Lovato and/or Nick Jonas, since they are more likely to engage with her ads due to her familiarity within those fanbases.

Create Lookalike Audiences – perhaps the most powerful feature on Business Manager, is the ability to create an audience of people who closely resemble your existing audience. When you create a Lookalike Audience, you choose a source audience (a Custom Audience created with a data partner, your pixel data, your mobile app data or fans of your Page) and FB identifies the common qualities of the people in it (ex: demographic information or interests). Then they find people who are similar to (or “look like”) them. This makes it more likely that those people will be interested in what your ads are offering.

Google Tag Manager – For more advanced marketing cases, you can also create ads within Google’s display network. If so, it is recommended to install Google Tag Manager, which then allows that container to display your google analytic code, your Facebook Pixel, etc.

GOALS, CONTENT, TARGETTING

One of our favorite marketing acronyms is GCT: define goals, create content conducive to that goal, and then strategically target it to best achieve those goals.

For the album launch campaign, here was our “GCT“:

Goals -1. Spread awareness of the release to Daniella’s existing fanbase (including those familiar with her material but don’t follow her yet). 2. Expose the music to new fans. 3. Drive Spotify streams.

Content – Platforms – Facebook ads, Instagram Ads, Instagram Stories Ads, Facebook Canvas. Via Video or Graphics with sound.

Targeting – Existing Fanbase, Fans of similar artists, Music journalists, Radio Directors

Creative

One of the advantages of using Instagram to promote music (or any kind of art), is that the platform is already tailored to artists in its UI design and aesthetic. This means your ads are more likely to be effective if they follow the same clean, “artsy” look of the platform.

To exploit the relationship with Nick Jonas amongst his fans, we created a canvas ad specifically for them that includes a tweet of him praising one of her releases. We do whatever it takes to capture a users attention, and using someone they’re already a fan of is less intrusive than trying to divert their attention to something entirely random.

With this in mind, we went fairly minimalistic with our ads, taking advantage of Daniella’s equally minimalistic artwork to create something simple and soft on the eyes.

 

RESULTS

Author’s note: As of 3/2018, Daniella Mason’s album has over 1 Million streams on Spotify.

Reach
Impressions
Amount Spent (USD)
Unique Link Clicks
3-Second Video Views
Clicks (All)
New Page Likes
Album Launch Campaign
517,886
837,638
$xxxx
1770
13,563
2,070
710
Ads clicks went to a landing page that included links to all the different streaming stores/apps.
In a two week period, 770 clicks were directed to this landing page, and 2 thousand clicks were made on the ads (likes, ad clicks, clicks on the link, profile clicks, etc).
In total, 710 new followers on FB and about 1300 on Instagram.
PRO TIP – For a quick boost in fans (helps with social proof), we added Mexico and Brazil to the list of FB ad targets for about 2 days. The list of “related artists” have huge followings in those countries and the cost per impression is cheaper which will get better results. However, there is a danger that click farms in these countries might result in “fake followers“, for that we targeted fans who liked at least two of those related artists.
These results were achieved with an ad budget of under $1,000 for 1 entire month.
With 837K impressions, our total CPM (Cost per 1000 Impressions) was $1.51.
The more tailored your audiences AND your content, the more “shareable” your ads become, allowing you to get thousands of “free” or organic impressions.

ROI

Defining ROI is harder with an awareness campaign such as this. If you think getting someone to listen to your music is worth at least a dollar, than the ROI for this campaign would be about a 4/1 expense/revenue ratio.
Defining ROI and ROAS (Return on ad spent) becomes much easier when promoting a tour (assuming your Facebook pixel is installed), since with a tangible sales product you can put attach an actual dollar amount to a specific ad. We will go more in-depth when we discuss how we promoted her release tour in PART 2 of this Series.
Need help making this happen? Contact us to see how we can help make your launch as successful as possible.

End of the year reflections

December 31, 2017. Trying to think ahead and process the year. Armed with a pen and pad. Felt stuck. Lots of feeling – doubt – confusion – hopeful apprehension. Then I remembered I was a musician and that my parents have a grand piano so I decided to play my thoughts instead. I know it’s very abstract, but this captures 2017 – a major change – many undertakings – expectation and disappointment all rolled into one. Just a minute of improvisation – A lot left unresolved, but still standing strong going into the new year that I hope is filled with a lot of progress…harvest..and music. (also, need to start using my metronome more)

REPUTATION

REPUTATION

Obviously, I could care less for the lyrical subject matter of Taylor Swift records, but as far as song production, vocal arrangement, songcraft and instrumental orchestration goes, her new album “Reputation” is truly a masterpiece.

Looking at some of her behind the scenes studio footage, how she drives the creative process while making her songs… I’m convinced she’s one of the greats.

If you haven’t, I’d recommend listening to: Dancing with our hands tied, Delicate, Dont blame me, Dress, and a few other gem

Thanksgiving Day and my first VLOG

Can’t overstate how much we are enjoying our “border city” situation.

We get to live our quaint little american life while also being a 20 minute drive away from my wife’s hometown in Canada. It’s not LA, but as far as family goes, its a good compromise for the time being.

Taking up vlogging just to start immersing myself in the new video software (ADOBE PREMIERE) I just purchased. Getting my skillset honed a bit more.

Big Moves


It’s pretty wild to finally find yourself on the otherside of a major change.

After endless deliberation, list making, and agonizing over extreme decisions, we made it to Michigan.

A bit weird to actually drive down the same streets I used to scroll down on google street view before the move in attempts to fore-see what it would be, and feel like. I am an intuitive feeler (Ne, in MBTI speak, which I am starting to dive in to), so the way I process my emotions throughout the decision making process, is by comparing and contrasting “feels”. That intangible “feel” of a place that you can’t fully recreate without having experienced it.

But it was time. Dallas was a great adventure and will greatly be missed, but it was time to take another step in life, while also finding a good compromise that put our kids closer to their grandparents.

We are here now, ready to launch GaldaMedia, and looking forward to enjoying this region and the different diversity it offers (great lakes, michigan, midwest, east-coast, Canada, etc)

First fall in Detroit has been one for the books

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The 29

It was an amazing season. And we were all just glad to have made it to the World Series. It’s all we wanted.

But then we got there, and renegotiated. We wanted it all. We could smell it. It was ours. A few bad strokes of luck had pushed the series to its limit, but on that final game, in our house, with our second ACE, it was ours for the taking.

For whatever reason, it feels like this was our window. And we missed it. It feels like we won’t be back for 29 years. Other than the Cubs last year, I couldn’t think of a more deserving fan base.

But as I wake up from the gloom and doom that has been the first couple of days after the loss, I’m excited about next year. Now we know how to get there. We lived one of the craziest WS in recent memories, and we bring all that experience into the post season.

#thisteam ain’t going nowhere

More Than Basketball: The Kobe Bryant Era

Whether you’re a fan of basketball or not, you’re going to hear about Kobe Bryant a lot this week. Especially today. You’re going hear career eulogies, speeches, blogs, and interviews. If you think it’s gone too far, then this post is for you. 

If you feel that there’s more to life than basketball, then this is especially for you.

I mean, of course, we all know you’re right. But this is exactly what this Kobe Bryant retirement is about: something MORE than basketball. We’ll let the analysts decide where Kobe stands amongst the greatest. It’s been a while now since we’ve stopped caring here in LA. We know what he means to US.

For me and millions of others who literally grew up and came of age during the Kobe Bryant era, Kobe was as much a part of life as the seasons, the California sunsets, death, love  and taxes. I know it sounds a bit dramatic but when the sun goes down tonight, a monumental part of our youth will be settling into the night as well.

When Kobe came into the league, I was a 12 year old kid. Not even a teenager yet.  At that young age, my immediate surroundings were the whole world, and to us, the only world that mattered was that smoggy yet picturesque strip of hills, concrete, and trees that adorn the land between the Pacific Ocean and the San Gabriel Mountains.

For some perspective, when Kobe played his first game in a Laker uniform, Tupac Shakur was still alive. Back then, it was Tupac who represented the city’s grit and determination. In retrospect, it’s fitting that the same year Tupac died was the same year LA would get it’s next icon that would soon carry the torch in representation of the city’s strength, grit, and passion.

For Perspective: This is what the LA Times website looked like when Kobe came to the Lakers:

la-times-1996

“To Live and Die in La, the place to be, you have to be there to know it.” -Tupac Shakur

Yup, you had to be here to know it.

Growing up in LA during the Kobe Bryant era, April meant one thing: Playoff season, the “real” season and another road to June was about to begin. The nights get warmer, the days get longer, and the gold Laker car-flags would one by one start to make their way out, adding a hue of purple and gold to the sea of red brake lights that made up our never ending web of freeways.

When playoff season came, EVERYTHING was possible, and for some reason, there was something really magical about playoff games on Sunday afternoons.

The first Kobe-Shaq championship wouldn’t have happened if it wasn’t for a 4th quarter, 15 point come back that ended with the now iconic lob from Kobe to Shaquille to pretty much seal our first trip to the NBA finals since 1991. Happened on a Sunday. I’ve never lost my composure/dignity as much as I did when Shaq nailed down that lob.

The 3 peat wouldn’t have happened if Robert Horry doesn’t sink that buzzer beating 3 against the Sacramento Kings on a Sunday afternoon game that the Laker’s never led until the end.

A Sunday after that, the Lakers would defeat the Sacramento Kings in Sacramento during a game 7 for the ages.  The fact that I was in the Sacramento area with my friends on a class trip made that game even MORE memorable.

During the lean years of struggle after Shaq Left, Kobe reminded us once again that anything is possible with a buzzer beating shot against a heavily favored Phoenix Suns that would give the Lakers a 3-1 lead. Something about Sundays.

The 81 point game against Toronto? Sunday.

After a few tough years, the Laker’s returned to Championship glory when the Lakers clinched their first post-Shaq championship in Orlando. Another sunny Sunday afternoon in June.

Game 2 of that series was extra special as I got to watch the game in person with my dad as the Lakers defeated the Orlando Magic led by Courtney Lee* in an overtime thriller.

(*not sure if it was Courtney Lee…was there someone else playing on that team? I don’t remember.)

But the biggest, most joyous moment of the Kobe Bryant era would happen on a Thursday.

Trailing 40-34 at half time in a sloppy, tense, nerve-wracking Game 7 against the hated Boston Celtics, the game was starting to appear out of reach. Somehow, it was the team gathering together behind the man that got them there.

We haven’t had one of those moments for a while now.

But we will never forget where we were when those moments occurred.

Being a Laker fan means that a game is never over until time runs out. While watching the Lakers take on the Spurs during the 2004 playoffs, I was in a room full of Spurs fans who were celebrating and heading to their cars after Tim Duncan sunk the apparent game winner, leaving less than half a second on the clock. I’d been a fan long enough to know that it’s never over. Not with this team at least. 0.4 seconds. We will never forget. Rumor has it my Spur fan friends are still in the parking lot waiting for me to come out of the Chilis Restaurant after Derek Fisher sunk that shot.

Now we watch new guys and new teams craft their own legacies. But we still have unending memories available with a quick youtube search.

THE KOBE BRYANT STORY IS A STORY OF LA.

For those of you not from here, there are two LA’s. The LA made up of adopted angelenos that could afford to move here (celebrities, dreamers, other suit wearing rich folk), and the native angelenos that are FROM here (the batos and homies that won’t let a championship celebration get in the way of copping a free pair of Jordan). The transplants are the ones you see sitting in the lower bowl of Staples Center. The natives usually sit in the upper levels save for the rare occasion where ticket prices are low due to playing against lowly teams like the Bobcats or the Clippers (no offense to the Bobcats).

But that’s the thing about LA. It’s a very receptive and accepting place. No one thinks twice about seeing an asian, a hispanic, a white guy in a suit, and an african american waiting in line behind a food truck that makes Korean-Mexican Hybrid Tacos. 

In LA, you’re from here the moment you get here, whether by birth or by choice. In 1996, Kobe Bryant got here by a choice made by Jerry west. HE would become as much a part of LA as the  celebrities sitting courtside and the homies in the top levels trying to spy an empty seat in the lower bowl that we could sneak to during halftime.

As a young immigrant kid who still had hints of an accent, playing and watching basketball is what allowed me to seamlessly weave my own unique identity into the endless sea of LA diversity. None of our differences mattered when the Lakers were playing. Or when you were sharing a copy of the LA times with a stranger on a bus stop reading Bill Plaschke’s over the top commentary from the night before.

Whether shooting around at the park in a Laker Jersey, or waiting in line for yet a second round of hybrid tacos, none of these socio-cultural divides meant anything to us.

It’s rare for a 16 year old teenager to have much in common with his 12 year old sister and cousins, but because of the Lakers we were able to share a strong bond that continues today.

The Laker Era represents all those memories of days where everything was possible, specially on a Sunday afternoon.

In the past twenty years, a LOT has changed. Friends move away, neighborhoods have changed.

I too have had to move away from the city of angels and as painful as it is to see your childhood evaporate, we could always count on one Kobe Bryant putting on a show regardless of the season that the Lakers could be having. Through Junior High, High School, College, Marriage, living in Canada, and now living in Texas, Kobe Bryant was the constant that kept me connected with my roots. 

But I understand.We need to understand, that we’ve been on borrowed time. The Kobe Bryant “Black mamba” era really came to an end the night that Kobe’s achilles tore.

The final Mamba legacy was signed with those two free throws he made on one leg following the fall. He singlehandedly took an epicly disappointing Laker team to the playoffs but it came at the expense of his achilles heel.(As a side note: F*ck Dwight Howard)

You have your living legends, but for the last three years, we got to have a living legend who was also playing. The last few games may have seemed like a circus, but really, it was more like a traveling museum.

When you watch highlights in the future, or see the statue next to staples – or when he gets inducted into the hall of fame, we’ll give anything for a chance to travel back in time and see him put on jersey one more time. Tonight will be that one more time.  One last chance to say goodbye.

I bought tickets to a game this past November, and luck so had it that Kobe announced his retirement about an hour after I bought the tickets. I think the basketball gods rewarded my dedication as a fan over the past few years by allowing me to get a part of Laker history in the form of the retirement letter from Kobe that the Staples crowd received that game.

IMG_9213Of all the glorious moments I mentioned in this post, this one will forever be my personal favorite- Getting to bring my 3 year old son to his first basketball game. He won’t remember any of it, but he’ll be able to tell his friends that he saw Kobe Bryant play in his last season.

He’ll probably grow up rooting for D’angelo, Clarkson, and Randle.There’s no telling the joys that lie ahead for him in his own adolescence as a sport fan. Despite the dimness of tonight, the future’s looking bright.

But until then, we’ll always have these 20 years,  and as of right now, we have this for one more night.

I don’t know what I’ll feel tonight when the final seconds of the season tick down, when this game is in the refrigerator, the lights go out, and the tears start streaming- All I know for sure right now is this:

THANK YOU KOBE BRYANT.