Johnny Marr

ARTIST BRAND DEVELOPMENT

Johnny Marr is a legendary guitarist and songwriter known for his work with 80s rock band, The Smiths.

THE CHALLENGE

How can we uplevel Johnny’s brand as a solo artist to drive awareness around his new album and tour?

THE SOLUTION

Working from Johnny’s unique point of view and aesthetic, we developed an authentic online brand identity that extended through all elements of the Call the Comet album and tour marketing campaign. Utilizing audience data to inform our creative, we developed a strategic social media campaign emphasizing  both long and short form video to attract his existing fans along with new fans of his solo work. 

THE IMPACT

  • Most tickets sold - Most tickets sold of any Johnny Marr solo tour

  • Fan growth - Fan growth at 90% over the course of nine month campaign

  • Most digital albums sold - Despite the down trend in sales, Call The Comet sold the most digital copies of any Johnny Marr solo album to date

  • Sustained increase in streaming performance - 50% increase in streams sustained over 12 months after album release

  • Top chart placement - Call The Comet exceeded all previous releases to become Johnny Marr’s #1 Solo Album / Top Chart Placement to date

PROJECT SCOPE

Marketing Strategy
Brand Development
Creative Strategy
Content Production
Digital Advertising
Paid Media
Out of Home Advertising

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