Swedish EDM duo Galantis are veterans of the EDM scene. But to gain broader exposure, they needed help branding themselves, targeting the right audience, and boosting ticket sales. In today’s social media-driven climate, booking fees and tours are directly determined by social following and engagement. Galantis engaged Lineage Digital to create content around the release of their single “No Money,” with the goal of catapulting the artists into the mainstream pop conversation.
Our approach involved a multimedia blitz using a variety of content across the duo’s social media platforms. This included stylized promotional art, lifestyle content, short videos, motion graphics, repurposed content, international targeting, and user-generated content. Saturating social channels with content attracted followers and introduced the audience to the artists on an authentic, personal level.
Galantis hadn’t previously produced any targeted assets, and posted only sporadically on social media. We posted anywhere and everywhere that Galantis had a social media presence: Facebook, Twitter, Instagram, YouTube, Spotify, Bands in Town, Song Kick, Soundcloud, VK.com, and Weibo. Lineage leaned heavily on our digital marketing team to publish content and monitor its performance. Throughout the five month campaign we tracked the best performing pieces and put media spend behind them to promote the release even further.
We exceeded even our loftiest expectations. As a result of our campaign, “No Money” was #1 in multiple international markets, went platinum in Sweden, the UK, Italy, Norway, and Canada, and jumped up the charts to #7 domestically and #4 globally. Additionally, the song release positively impacted other social media platforms: Facebook saw a 40% increase in followers, Twitter saw a 30% increase in followers, and YouTube saw a whopping 80% increase.
The track itself received over 80 million views on YouTube. Lineage served as an effective strategic partner, and led the charge for a successful song release, taking the Galantis brand mainstream.
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