Color Theory attracted over 1,000 new Spotify followers in a week by partnering up with musical technology company ROLI and using Gleam to run a giveaway which promoted his music to a wider audience and drove over 5.7k+ actions.
One of the biggest obstacles you will face as a musician is exposing your music to new audiences. Once you've managed to get your work in front of an audience the music itself can do the heavy lifting, but finding an audience and encouraging listens in the first place can be quite the challenge.
While this can undoubtedly be a hurdle, it's one that you can effectively overcome with the right strategy.
One of the most effective ways you can rise to this challenge and promote your music to a new audience is by running a giveaway.
With Gleam's Competitions app you can run giveaways which will help you gain exposure and drive actions to find new listeners and followers on Spotify, SoundCloud, YouTube or any other platform you use to distribute your music. These giveaways are quick and easy to create, leaving you with more time for what matters most: making music.
This is a strategy which worked wonders for Color Theory when he partnered up with musical technology company ROLI to give away his entire discography and a ROLI Seaboard Block keyboard to promote his music on Spotify.
The giveaway was a resounding success as Color Theory managed to take his Spotify following from 2,000 to 3,000 in only 7 days!
In this post we're going to show you exactly how Color Theory drove 1,000 new Spotify follows and other powerful actions by joining forces with ROLI to run a giveaway using Gleam. We'll even give you some tips along the way to help you run your own giveaway and promote your music across a variety of channels.
Brian Hazard is always looking for new ways to promote his music and grow his audience. This pursuit is what recently lead Hazard to running a giveaway with Gleam, a strategy which proved to be hugely successful.
Hazard maintains an active musical presence across Spotify, SoundCloud, and YouTube, as well as several social media networks such as Twitter and Facebook. Prior to running his giveaway Hazard had already cultivated a sizeable following on most of these platforms, but his audience on Spotify was yet to reach the same level of popularity.
Because of this, Hazard decided to devote his giveaway to growing his audience on Spotify, a tactic which paid off as he was able to attract over 1,000 new followers in only 7 days!
Musicians across the world are gunning for a big Spotify playlist placement, but it’s really tough to build momentum on such a closed platform.
The giveaway itself was fairly straightforward. Hazard partnered up with ROLI to give away his entire discography as well as a ROLI Seaboard Block keyboard. This prize was used to incentivise users to complete a variety of actions which benefitted both Hazard and ROLI.
A major component of Hazard's campaign was the partnership between himself and ROLI. Partnering up to run a giveaway is a great idea as it gives you access to a larger and more appealing prize pool which helps make entry a whole lot more enticing.
This was certainly the case for Hazard.
By giving away his own albums Hazard was able to encourage entry from the highly relevant users who know and like his music, but by also offering up a ROLI Seaboard Block he was able to encourage participation and listens from relevant users who may not be familiar with his work. This is a great way to expose yourself to a new audience who is likely to enjoy your music and find new listeners.
Partnering with ROLI was integral to the campaign’s success. They put up the prize, a Seaboard Block, which is s super-expressive keyboard that players across the world lust for. Fortunately it’s not just for synth-heads! Anyone can pick one up at an Apple Store to make music on right out of the box.
Partnering up also opens up the door to cross-promotional opportunities which will help expose your giveaway (and your music) to your partner's audience.
Hazard did an outstanding job of choosing who to partner up with. He knew that as an electronic artist the high-tech instruments made by ROLI would greatly appeal to his audience, and that ROLI's existing audience were exactly the type of people who are likely to enjoy his music.
It made perfect sense for my audience, as ROLI gear and the Seaboard Block in particular appear in several of my little performance videos.
Hazard had even used the ROLI Seaboard Block he gave away in several of his performance videos, which just goes to show how perfect the pairing is.
Partnering up with ROLI allowed Brian Hazard to extend his promotional reach and offer a highly appealing prize which incentivised entry and drove user action.
Hazard used his campaign to drive a few select high-value actions. He designed the campaign so users could gain entries by:
Hazard only incorporated two actions which directly helped promote his music into the campaign; Following him on Spotify and subscribing to his promotional newsletter. This narrow scope allowed Hazard to focus on (and achieve) the highly specific goal of growing his Spotify following.
When fans follow you on Spotify, your new tracks are automatically added to their Release Radar playlists, which can provide a big boost in streams and visibility.
In addition to these actions, the campaign also included a Viral Share action to help spread the campaign, as well as two actions devoted to ROLI.
The simplicity of this campaign is what made it so successful. By limiting the campaign to a few select actions Hazard was able to ensure that entrants were completing the actions he wanted to drive most and helping him reach his primary goal.
Hazard also attributed much of his campaign's success to how easy Gleam made it for users to complete these actions and enter the giveaway.
Gleam made it painless. I expected to have to walk people through the entry process or even record a video demonstration, but I didn’t receive a single question or complaint.
Running a giveaway is an outstanding way to promote your music and find new listeners, but in order to maximise the effectiveness of your campaign it's important that you make the effort to promote it. This is especially important when you're trying to get the ball rolling on social sharing via Retweets or Viral Shares.
Brian Hazard did an outstanding job of promoting his giveaway across a multitude of platforms.
We blasted a link to the contest out on email, our social channels, and even as a widget in the sidebar of Passive Promotion [Hazard's Blog].
By promoting his campaign across a variety of platforms Hazard was able to encourage entry from a sizeable audience and kickstart the social sharing of his campaign via the Viral Share action and other organic social actions such as Retweets and Facebook Likes.
The Viral Share action played an important role in the campaigns promotion, as it allowed Hazard to incentivise users to share the campaign with their own friends for additional entries. This helped attract relevant users who weren't already a part of Hazard's following and encourage them to enter the giveaway and check out Color Theory's music.
Another major promotional boost came from Hazard's campaign partner, ROLI. In addition to providing a prize, ROLI also promoted the campaign across their own social channels. This helped the campaign find a larger pool of users and allowed Hazard to expose his music to a new (and highly relevant) audience who have the potential to become listeners.
ROLI offered not only a compelling prize, but the reach of their mailing list and social networks. Our audiences were a perfect match.
ROLI also got great value from the campaign, netting 2,082 email subscribers and 792 app downloads.
This huge increase in followers paired with the attention generated by the campaign helped Hazard find new listeners and encourage more listening activity from his existing fanbase. This is a fantastic outcome for any musician looking to grow their audience and get more listens.
Our Gleam competition boosted my Spotify following by 50%, from 2,000 to 3,000 followers, in a week. I expected a dropoff in the months that followed, but it never happened! I’m up to 3130 now.
In addition to the new Spotify followers, Hazard was also able to use the giveaway to drive close to 1,700 mailing list signups. This has allowed Hazard to promote all of his new releases and music channels to a ready-to-go and interested audience which will help him encourage even more listening.
Hazard and ROLI both made the most of their new email subscribers by sending out discounted offerings to all new mailing list subscribers. Hazard offered 50% off all of his albums on Bandcamp, while ROLI offered a discount on the Seaboard Block. Both of these offerings are great ways to capitalise on the excitement the campaign generated and drive action from a new audience.
Do you want to incentivise powerful actions and promote your music with your own giveaway?
Use our template below as a starting point: