- the ARTIST
Sol Moravia-Rosenberg, better known as Sol or Solzilla, is an American hip hop artist. In 2012, he released his second studio album Yours Truly, which received critical acclaim and rose to number one on the iTunes U.S. Hip-Hop Albums Chart while also charting on Billboard's Heatseekers Chart.
the CHALLENGE -
An independent artist, who saw his first major album rise to #2 on iTunes, looks to drop his second project after a hiatus. A complex offline-to-online campaign was the only way to go and that’s where we came in. Our focus was on the fans, no different from the artist’s.
- our SOLUTION
We began by activating his dormant fan base through direct interactions: email marketing with incentivizes and exclusive/early access to content. The result? A whopping average open rate of 40% and 15% click through across nearly 10K subscribers.We converted online fans and followers into advocates by offering constant and unpredictable digital incentives – including offline experiences such as meet and greets, parties, and secret shows. This kept them highly engaged and on their toes.
the RESULT -
In the end we helped an independent artist – no label, no investments – sell out his first national headlining tour with a sold out final show at Seattle’s historic Showbox Market venue. Plus an encore show the next night, sold out as well.