Hey there! It's Friday, and we're back with another exciting edition. We want to take a moment to extend a warm welcome to all our new friends who joined us this week. We're thrilled to have you aboard.

This week we chat with Peach PRC manager Paul Paoliello and get an inside look at the strategy that helped the pop musician land at the top of the ARIA charts.

Also, in this week’s edition:

• Concert Discovery with Apple Maps & Apple Music.

• TikTok Launches #NewMusic Search Hub.

• Onesheets made easy.

The Marketing of Peach PRC's Chart-Topping EP

Last month saw the highly anticipated arrival of Peach PRC’s debut EP ‘Manic Dream Pixie’ on Island Records Australia.

With some help from Peach PRC's manager Paul Paoliello, we’re breaking down the marketing strategy that amplified the release and helped it achieve a #1 spot on the ARIA charts.

The Short Film

Peach PRC is no stranger to engaging video content. The emerging pop musician is the owner of one of Australia’s most unfiltered and unique TikTok accounts.

Now, she’s channeled her social media power to promote her debut EP ‘Manic Dream Pixie’. The campaign saw Peach PRC share a short film, comprised of 10 chapters, during release week. Twice a day for five days, the artist released one chapter of the film, featuring the EP tracks.

The short film acted as an extended teaser trailer for the ‘Manic Dream Pixie’ EP. A look at Peach PRC’s socials will show you how excited fans were to see this new content ahead of the EP release.

“The idea for the short film came from Peach’s marketing team and [was] driven by her marketing director Chris Dyer who pitched the idea to Meta with the commerce team.” Paoliello explained.

“Peach wrote the whole treatment for the short film and its episodes around the ‘Manic Dream Pixie’ EP tracklist, which she made autobiographical. The episodes generated amazing engagement and heightened the anticipation for the EP release.”

The short film was released in place of official music videos for the EP tracks. Paoliello explained the inspiration behind this decision, saying, “The team felt that doing something unique like the short film was a much stronger way to celebrate the release and it certainly looks like they were correct.”

@peachprc

it’s finally time to share with you all the story of Manic Dream Pixie the EP and now… the short film. leading up to the release of my d... See more

Traditional Media Support

It’s not just social media users supporting Peach PRC. You’ll find her name in NME, Daily Mail, Rolling Stone and more this month.

“It’s fantastic to have fans and supporters across both social and traditional media platforms’” Paoliello said. “People are discovering how engaging, smart and humorous Peach is and are really leaning in to her unique talent.”

Lovely Vinyl

We know that many music fans love to invest in their vinyl collections, especially when out-of-the-box physical copies are on offer.

Peach PRC released a line of heart-shaped vinyl for the ‘Manic Dream Pixie’ EP. According to Paoliello, the vinyl had a significant impact on the release’s final sales outcome.

“Yes it was a stroke of genius that the team and Peach workshopped and I think will become a bit of a collectors’ item for fans. We had multiple physical products including multiple vinyl options, CD, cassette and bundles that had a massive impact on the chart week result! Great to see physical and digital co-existing.”

Before the Drop

The EP release was announced late January, with pre-saves made available in February.

“We started the build from late 2022 so this has been effectively a six month pre-release campaign across multiple markets, driven by an amazing team at Republic Records and Island Records Australia,” Paoliello said.

“The pre-save was critical and a great indicator on how the release would unfold.”

Since the EP announcement, Peach PRC has featured on Spotify billboards in Melbourne, and featured on the cover for the DSP’s Glow playlist. She also performed for a session of Apple Music’s Today At Apple in Sydney.

By combining a unique content strategy, traditional media support, physical merchandise, and DSP support, this EP campaign has tapped into Peach PRC’s audience’s tastes, resulting in a chart-topping release.

“The team have been relentless with their creativity in supporting Peach and delivering multiple and ongoing marketing tools and elements to support pre, during and post release.” Paoliello said.

“The DSPs have leaned in with their own campaigns in supporting the EP. Our booking agency WME and touring partner Secret Sounds were able to set up what became an immediately sold out national tour that commenced on the day of release. It just feels like no stone was left unturned and we are fortunate that everyone worked so hard to make it happen.”

^{Written by Olivia Gliku}

In Other Marketing News

Concert Discovery with Apple Maps & Apple Music: Apple is enhancing the in-app music experience with new concert discovery features on Apple Maps and Apple Music.

Over 40 expert-curated Guides on Apple Maps will showcase the best live music venues in vibrant culture hubs worldwide. Thanks to a collaboration with Shazam, users can browse upcoming shows directly from Maps.

Apple Music will also introduce Set Lists, allowing fans to explore curated set lists and delve into the production details of major tours. Integrated with Shazam, Apple Music also lets users effortlessly browse artists' upcoming shows in their local area.

💡Insight - Apple's latest concert discovery features are exciting additions that will undoubtedly delight music venue owners and bookers. However, when compared to Spotify's already excellent concert recommendations, which are based on audience listening patterns rather than editorial curation, Apple appears to be playing catch-up in this regard.

TikTok Launches #NewMusic Search Hub: TikTok has announced the launch of the #NewMusic Search Hub. This dedicated space empowers artists worldwide to showcase their new songs, while enabling fans to uncover their next favorite track.

By highlighting new releases and streamlining music discovery, TikTok's #NewMusic campaign is urging artists to use the hashtag for maximum exposure. Through the #NewMusic hub, TikTok is making it easy to discover the hottest tracks, often before they're heard elsewhere.

In an external memo to label partners TikTok stated, “The initiative will be integrated across the Sounds Page, Search, and For You Page, ensuring multiple touch points within the app”.

💡Insight - The #NewMusic Search Hub is a natural extension of the widely popular #NewMusic hashtag that has been embraced by the TikTok community for a long time. It's a logical step forward to enhance music discovery on the platform. Only time will tell the impact of this new Hub on new music discovery.

Effortless Onesheets: Chartmetric has unveiled Onesheet, a new platform that enables artists and managers to effortlessly create digital one-sheets.

This new tool allows users to search for their favourite artists and generate customised landing pages instantaneously, showcasing comprehensive data on tracks, streams, live events, demographics, social media statistics, and more.

The process of creating a Onesheet is simple yet powerful. By entering the artist's name, the app swiftly gathers all relevant information from Chartmetric's extensive database.

💡Insight - We've had the pleasure of testing out the platform ourselves, and we can confidently say that it's incredibly convenient. Maintaining up-to-date artist one-sheets with the latest statistics has traditionally been a tedious task that few enjoy. Great idea. Give it a try here.

Learn

Level Up Your Spotify Canvas: In a rapidly evolving digital landscape filled with new platforms and features, staying up-to-date can be challenging. Spotify Canvas is undoubtedly one of those essential elements, but keeping it engaging and fresh can pose a significant hurdle.

Luckily, the experts at DITTO have graciously shared some invaluable tips to enhance your Canvas videos. Key points include:

• Avoid videos with singing or rapping. It’s going to look weird.

• Don’t overcrowd your Canvas with excessive text.

• Experiment with different looping techniques to create a seamless and captivating visual loop.

By implementing these tips, you can breathe new life into your Spotify Canvas and captivate listeners with visually stunning experiences.

ICYMI

Catch up on our recent stories:

• Inside DMA'S Winning UK Album Strategy

• Artists Nailing TikTok

• The Secret Sauce of JVKE's TikTok Success

Get your work featured in Promoed

We're always on the lookout for exciting marketing campaigns and ideas that we can shout about! Got something special in mind? Drop us a line — reply to this email and our team will be sure to take notice.

Lead Writer - Olivia Gliku
Editor and Publisher - Nick Lynagh

Promoed is created and published by Habit Music Pty Ltd.

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