SHIFT, a Musical Journey - Artist Marketing Management



Background

SHIFT is an established Romanian Pop & Hip-Hop Artist with a career of 20 years in the local music industry. He composed several classic songs like "Sus pe Toc" (39M Views), "Avioane de Hartie" (27M Views), or "Fisa" (18M Views), accumulating over 200M Views on his YouTube channel.

In 2021, when we started collaborating, SHIFT needed a better music launch strategy since the reach and view count of his songs and music videos decreased significatively, achieving only 100K - 200K views when posting new content.

Objectives

• Refresh the overall marketing approach.
• Provide a better music experience and artist discovery experience.
• Bring the YouTube channel from 3M views/ year to 10M views/ year.
• Design and implement a new social media marketing strategy that will attract new listeners.
• Refresh the artist's visual universe and identity with a new look, addressing the younger categories of our target audience.



SHIFT - "Sacrificii" Art Cover

Strategy & Implementation

• Developed a new and fresh personal brand identity, choosing a new color palette, and highlighted a renowned story and lifestyle to the fans.
• Recreated the overall Instagram and Facebook strategy, including giveaways, Q&A sessions and Instagram Lives.
• Initiated and implemented the TikTok strategy, encouraging fans and potential fans to create content on SHIFT's music.
• Conducted TikTok organic campaigns and transferred the new TikTok community to SHIFT's YouTube channel.
• Created and edited Video Viral Content from scratch, using stock footage content and SHIFT's personal footage.
• Conducted Social Media campaigns and transferred the community to SHIFT's Spotify page, were we increased the number of monthly listeners from 110K to 155K.

Results & Conclusions

SHIFT - Total song stats during Social Media Management/ 2021 - 2023 period

Our social media profiles skyrocketed and overachieved the expected results. The evolution of our strategy brought us to:

• 40K Instagram new followers
• 50K TikTok new followers
• 20K new YouTube subscribers
• 10X increase from 4M views/ year to 40M views/ year
• 1.5X increase from 110K monthly listeners on Spotify to 155K monthly listeners
• 150K+ TikTok videos using SHIFT's songs
• 226M TikTok views on videos using SHIFT's songs

Below you will see a breakdown of the results for each song we launched in a period of 2 years.

SHIFT - Sacrificii

SHIFT - "Sacrificii" x Amuly x Horace - Song stats - 2022







🎵 SHIFT - Curaj

SHIFT - "Curaj" X The Urs - Song stats - 2022



















SHIFT - "Fistic", Song Stats - 2023



SHIFT - "Picatura" X LORA - Song stats - 2022

SHIFT - Nopti si zile X What's UP - Song stats - 2022

SHIFT - "Enigma Mea" - Song stats - 2021