Consultancy / Social media management / Content production
THE CHALLENGE
TuneCore is one of the main players in the independent music ecosystem, providing users with the capabilities to distribute their music while keeping full control of their intellectual property.
Originally based in the U.S., TuneCore expanded into the UK in 2021 and approached us to launch and operate their primary social channel (Instagram).
our STRATEGY + WORK
The main question was, for a US brand, what did they need to adjust to ensure a smooth transition into the UK?
Working alongside the global TuneCore team, we devised a clear social strategy that expanded on easy wins, along with trialling new methods to reach TuneCore artists and build community.
We developed a suitable brand tone of voice for the copy while providing best practice guidance, devising the content strategy and ideating the topics and strands centred on engaging/empowering independent artists.
The main premise of our early work was also in developing the visual aspect of the UK account. Our approach consisted of utilising gritty influences that makes the UK music scene so compelling, and within global brand guidelines, we created a look and feel that felt relevant to and contemporary within the UK music market.
After a soft launch in late February 2021, we dived into TuneCore activity with #IndependentAF - A campaign centred around performances from 25 TuneCore UK music artists which ran for the entirety of March 2021.
the impact + REACH
330,000+ Likes, Views, Comments and Shares
2,000,000 Impressions around the #IAF campaign launch