Hey there! It's Friday, and we're buzzing with excitement as we bring you another thrilling edition of our newsletter.

As we bask in the glow of the weekend, we also want to extend a heartfelt welcome to all the amazing new friends who joined us this week.

In this issue, we're back with Part 2 of our chat with Jeremy Furze, the manager of The Teskey Brothers. If you missed last week's edition, you can check it out here.

Also, in this week’s edition:

• TikTok Launches Music Streaming.

• Travis Scott's Pyramids Concert.

• Live Nation's Mindful Nation App.

Inside The Teskey Brothers' Chart-Topping Album Campaign: Part 2

Last week, we shared part one of our campaign breakdown for The Teskey Brothers’ album ‘The Winding Way’. This week, we’re excited to share part two with you. With some help from the band’s manager Jeremy Furze, we’ll be unpacking the social media and YouTube approach that contributed to the album’s success. We’ll also be learning about the team behind the rollout.

Staying Consistent on Social Media

On The Teskey Brothers’ social media pages, you’ll find some beautifully curated content. During their latest album campaign, they’ve shared plenty of engaging content to help build excitement around the release.

Furze gave us his behind-the-scenes perspective on how the band and their management team maintain a healthy social media presence.

“When I first met the band six years ago, it became immediately clear that they weren’t too interested or savvy with social media. So that’s been mostly run by management,” he explained.

“The band have helped us find and maintain the right voice, and they often throw ideas on the WhatsApp thread to post, but it’s primarily been myself and my day-to-day assistant Mahala Bond running it.

“The good thing is the band are not too precious or controlling about it. They can appreciate the long-term gains of simply being consistent.

Creating Content on the Road

Since Sam and Josh Teskey’s family join them on the road, the team opt for a slow approach to touring. During their current eight month trip across Europe and North America, drummer Nick Lawrence’s partner Phoebe Laidlaw has been fulfilling a weekly content to-do list, while Furze and Bond build up a catalogue of posts on the home front.

The Role of YouTube

According to Furze, YouTube has played a significant role in The Teskey Brothers’ discovery. By identifying the band’s strengths as a live act, the team has used the platform to build upon The Teskey Brothers’ existing audience.

“At the core of the strategy is the knowledge that The Teskey Brothers are an exceptionally strong live band and that their performances have the ability to convert casual listeners into card carrying superfans. We had a growing audience via DSP playlists of the ‘coffeeshop n chill’ variety, but I see YouTube as the place to really appreciate the full extent of their powers as a live band.” Furze said.

Inspired by the likes of KEXP and NPR, The Teskey Brothers team shared ‘Live at Gum Gully’ - a live performance video filmed at a wedding venue in Yarra Valley, Victoria.

“…[we] did a small amount of paid promotion and it was immediately popular. Fans streamed that session on repeat like an EP, which I think kicked off the algorithm and led to a large jump in subscribers and views on other videos. ‘Gum Gully’ is now up to 16 million views,” Furze said.

Embracing Opportunities for Content

The Teskey Brothers team seem to leave no stone unturned when it comes to content creation. Their approach reminds us that artists should embrace every opportunity to create content, especially those that aren’t immediately obvious. Furze explained that high quality videos and collaborations, alongside live footage, have been key to building the band’s YouTube brand.

“We’ve continued to feed the beast as much as we can along the way, leaning more towards high production value stuff which has required investment by the band to shoot and edit their shows, but there’s also sometimes ways to piggyback content for free.” He said.

We’ve seen The Teskey Brothers showcase their live performances on YouTube in a variety of ways. In 2021, they collaborated with Orchestra Victoria on a project that resulted in an official album release, partnered with a full concert video.

Furze added that, when possible, he also obtains IMAG screen footage from the band’s festival appearances to upload to YouTube. “…There’s sometimes a tug of war over rights clearance but you do what you can! Other sessions like COLORS, Sofar Sounds and Mahogany have been big for us too.

“On the current album campaign the label teams have worked closely with YouTube to map out a schedule of exclusives, livestreams and other activities like Afterparty, plus they do advertising as standard on each focus asset. We’ve started making visualisers and lyric videos and spacing out the release of official videos to a week or two after the official release of a track. We post frequently on Community. There’s no silver bullet, it’s all just incremental chipping away that seems to earn us brownie points with YouTube team and most importantly keeps fans engaged,” he said.

The Team

As they say, it takes a village to build a successful album campaign. The journey to The Teskey Brothers’ latest release was no exception. Furze broke down the team who brought us ‘The Winding Way’.

“At the home label, Ivy League are critical. Label Manager Maddy O’Gorman has been working on this project since the beginning and should take full credit for landing the #1 album in Australia, as well as leading the campaign strategy with our international label partners. She’s an absolute powerhouse. Other key folks at Mushroom include Rachel Beck (DSPs), Brett Schewitz (marketing), Marihuzka Cornelius (A&R) and publicists Julia Hill and Loz Grice.

“Decca is a UMG label so they are very well resourced in London and Berlin. UK campaign manager Jenni Champion has been a passionate supporter. Daniel Glass in New York is a huge fan of the band and seems to talk about them constantly wherever he goes which helps a lot.

“For this campaign I also enlisted Hallie Anderson from Rareform in New York to help out on the management side. She has loads of label marketing experience and has brought some really innovative ideas to the campaign.”

The Takeaway

​​The release campaign for ‘The Winding Way’ serves as a great reminder of the power of meaningful content and collaborations. On YouTube, the band found a platform that played to their strengths, and they doubled down on it. With tour dates still to come across North America, Europe, Australia and New Zealand, we’re looking forward to seeing what The Teskey Brothers team unveils next.

^{Written by Olivia Gliku}

In Other Marketing News

TikTok Launches Music Streaming: TikTok has officially entered the music streaming arena with the launch of 'TikTok Music,' positioning itself as a serious contender to established platforms like Spotify.

Ole Obermann, Global Head of Music Business Development at TikTok, describes the app as “a new kind of service that combines the power of music discovery on TikTok with a best-in-class streaming service”.

Initially introduced as a premium-only subscription service, TikTok Music has made its debut in Indonesia and Brazil.

The app has secured licensing agreements with all three major record companies ensuring an extensive catalog of music.

💡Insight - This could be a game-changer. It's pretty mind-boggling to think that big tech or social media giants could ever be dethroned. But then Threads comes out and Twitter starts feeling the heat.

Now TikTok is gearing up to take on the likes of Spotify and others, and they seem to have a solid shot at it.

Unlike Apple Music, Amazon Music, and YouTube Music, which all operate within larger company ecosystems, Spotify stands alone as a dedicated streaming service, making it the most vulnerable.

The market clearly showed its concern as the share price took a hit upon this announcement.

Travis Scott's Pyramids Concert: Rapper Travis Scott has made an exciting announcement, revealing his upcoming album-launch concert at the awe-inspiring Pyramids of Giza in Egypt.

Although tickets for the highly anticipated event, titled 'Travis Scott at The Pyramids,' have already sold out, fans around the world will still have a chance to experience the concert.

Scott took to Instagram to share the news that the performance on 28 July will be livestreamed, allowing a global audience to join in on the musical extravaganza.

The combination of the iconic Egyptian landmark and Scott's electrifying stage presence promises a memorable event.

💡Insight - While live streaming this event marks a first for the Pyramids, we would have to agree with Music Ally’s take that it also serves as a timely reminder of where the industry landed in regards to live streams post-Covid, with them being a limited offering reserved for special occasions.

Live Nation's Mindful Nation App: Live Nation has made a notable expansion into the realm of meditation music apps with the launch of 'Mindful Nation.'

In a press release, the company asserts that the app seamlessly integrates music into the meditation practice. With over 1,000 classes on offer, Mindful Nation provides a diverse range of "special sonic beats" carefully selected by renowned producers and independent artists, including Janax Pacha, Mose Musica, and Chris IDH.

The app is accessible through the Apple Store, and users can opt for the premium version, 'Mindful Nation Plus,' priced at $4.99.

💡Insight - Functional music, which is music tailored for specific purposes like relaxation, running, or studying, has become a lucrative industry. It's no wonder that many companies are showing interest and exploring this market opportunity.

Learn

More Threads: With over 100 million users in its first week, Threads has undeniably made a significant impact, making it imperative for us all to take it seriously.

If you're still on the fence, here are nine compelling reasons, courtesy of Hypebot, why you should give it a try.

ICYMI

Catch up on our recent stories:

• A Behind-the-Scenes Look at Boy & Bear's Independent Album Release

• Inside The Teskey Brothers' Chart-Topping Album Campaign: Part 1

• Behind Arlo Parks’ ‘My Soft Machine’ Release

Written by Olivia Gliku and Nick Lynagh.
Lead Writer - Olivia Gliku
Editor and Publisher - Nick Lynagh

Promoed is created and published by Habit Music Pty Ltd.

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^{We acknowledge the Turrbal people, the Traditional Owners of the land on which we stand, and pay our respects to Elders past, present and emerging.}