Music

A Label Services Case Study

The Innovo Label Services Division partnered with independent artist Julia Kahn to support the release of her debut EP "Heroine's Journey." The Innovo team provided Julia with a range of services, including assistance in choosing the right distribution partner, handling PR to targeted outlets, developing a social media strategy and content creation, general artist development, organizing an EP release show, and creating a complete pre and post-release strategy for platforms such as Spotify, TikTok, YouTube, Facebook, and Instagram.

In our efforts to promote Julia's EP on Spotify, we focused on educating her on the platform's features as well as marketing each single and the EP as a whole. This included pitching to editors, playlist pitching to user-generated playlists, running Spotify Studio ads, activating Spotify Canvas, verifying lyrics with Musixmatch, and updating her profile bio. As a result, the 7-song EP has generated almost half a million organic streams on Spotify alone. Additionally, by releasing singles leading up to the EP, Julia's Spotify profile gained 126 new followers (49.6% growth) which will be helpful for future release radar support.

We also helped Julia maximize her presence on TikTok by providing guidance on content strategy, content creation, and promoting her highest performing posts with targeted ads. These efforts led to an increase in Julia's TikTok followers and likes, with her profile gaining over 1,600 new followers and 50,000 likes in a period of three and a half months. Our goal was to support Julia in developing her brand and building a following that she can leverage in the future.

Julia Khan's debut EP was accompanied by the release of three music videos. By utilizing SEO and keyword targeting within Google ads, we were able to increase the number of subscribers on her YouTube channel by 70. The videos have also received over 27,000 views organically and the numbers continue to rise.

To increase the visibility and SEO of the project, we secured press coverage from Earmilk, WeFoundNewMusic, Music Crowns, and Guitar Girl Magazine. Additionally, we ran continuous ads on Facebook and Instagram targeting custom, highly specific audiences by embedding a pixel on the landing page and directing fans to Julia's Spotify profile.

We really enjoyed collaborating with Julia and seeing her progress as an independent artist. Keep an eye on the charts for Julia Kahn and stay tuned for what's next!