Top 1 Recommended Track on the NetEase Music Official English Chart: Robin Jackson’s Music Promotion in China.
Robin Jackson, a rising talent in the music industry, collaborated with Kanjian Music to implement a strategic dual-promotion campaign for his music. This campaign aimed to capitalize on the success of his previous hit, “Roses and Gold,” while simultaneously generating buzz for his new single, “Weathervane.” The approach not only revitalized “Roses and Gold,” propelling it back into the Top 5 on the Shangying Chart, but also propelled “Weathervane” to an impressive Top 7 position on the Shangyin Chart. This case study demonstrates how our tailored strategy successfully leveraged existing content to boost new releases, achieving remarkable results and significant chart placements.
Strategic Promotion
“Roses and Gold”
- Official Ads Placement: We initiated the campaign by placing official ads on NetEase Music, which greatly enhanced the track’s visibility, getting his fans prepared
- Comprehensive PR Copywriting: A full set of article copywriting was developed to reintroduce “Roses and Gold” to the audience, weaving a narrative that linked the past success with the upcoming release.
- Engaging Video Content: A warming-up video clip for “Roses and Gold” was produced, complete with engaging copywriting to rekindle interest and set the stage for the new single.
“Weathervane” (Release with Kanjian Music)
- Official Ads Placement: Similar to “Roses and Gold,” “Weathervane” also benefited from official ads placement on NetEase Music with ensuring broad exposure.
- Weibo Copywriting: Strategic release announcements and engaging copywriting on Weibo amplified the track’s visibility among Chinese audiences.
- Influencer Engagement: We collaborated with music influencers on Douyin and Weibo to create cover videos, thus expanding the track’s reach and engagement.
- In-Depth Interview Content: An in-depth interview with Robin Jackson, accompanied by a comprehensive article, was produced to provide deeper insights into the artist’s creative process and connect with fans on a more personal level.
- Editorial Playlists Placement: “Weathervane” was strategically placed in five editorial playlists, ensuring that it reached listeners who were most likely to appreciate its style and genre.
- Splash Page Creation: A dedicated splash page on multiple entertainment news apps was designed to capture and retain audience interest, providing a central hub for all promotional activities related to “Weathervane”.
Strategic Promotion
Video Storytelling: We initiated Jong’s journey by producing a music video that provided a narrative scaffold for each track, vital for visualizing the album’s thematic essence. This was especially crucial for a new artist like Jong, allowing potential fans to forge a connection with his artistic vision through a more engaging medium.
Targeted social media Blitz: Alongside the music video, our targeted social media campaigns captivated both classy pop and emo music aficionados, amassing 679k views on Weibo and catapulting Jong’s visibility in the digital space.
Algorithmic Engagement: We leveraged Netease Music’s platform, known for its user base’s affinity for exploratory and nostalgic sounds, to elevate Jong’s presence. Our strategy involved precise placements during high-traffic periods and cultural festivities, aligning Jong’s musical narratives with audience sentiment.
Results & Analysis
“Roses and Gold”
- Chart Performance: The track peaked at the Top 5 on the Shangying Chart and Top 77 on the Rising Chart.
- Playlist Inclusions: “Roses and Gold” was included in 838,266 playlists, highlighting its broad appeal and the effectiveness of our promotional strategy.
“Weathervane”
- Chart Performance: The single reached the Top 7 on the Shangyin Chart and was recommended as the Top 1 track on the NetEase Music Official English Chart.
- Influencer Impact: The cover video by a music influencer received over 1,000 likes, indicating strong engagement and interest.
- Ads Placement Success: Following the ads placement, “Weathervane” was included in 252 playlists, showcasing the track’s growing popularity and listener retention.
In-Depth Interview and Warming-Up Assets
- Accumulated Exposure: The in-depth interview and warming-up assets were released across six platforms, increasing effective exposures through the word of mouth.
- Release Platforms: The content was disseminated through Kanjian Music’s official Weibo, Douyin, Video Channel, Xiaohongshu, BILIBILI, and MusicAlly.
- Comprehensive Content: The multi-form content included music promotion videos, song release announcements, exclusive interview videos, and in-depth articles, ensuring robust and varied audience engagement.
Conclusion
Kanjian Music’s strategic dual-promotion campaign for Robin Jackson’s “Roses and Gold” and “Weathervane” not only revived the legacy of his previous hit but also set a solid foundation for his new release. By leveraging past success and executing a meticulously planned promotional strategy, we achieved remarkable results across all key performance indicators. This case study underscores our expertise in maximizing the impact of music promotions and demonstrates our ability to turn strategic foresight into substantial success for our artists.
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