Sub Club regular Ida became my new favourite artist in 2020 thanks to her mix on Stamp The Wax’s Digger Directory series.
This week’s Blueprint breaks down how Ida marketed the mix on Instagram and how Stamp The Wax sent the mix out to their newsletter subscribers.
Remember, the blueprint to success is right in front of you. You just have to look in the right places.
Stamp The Wax - Email Marketing
One afternoon, one of Stamp The Wax’s emails caught my attention. It was the following buzzwords that got me to click ‘listen now’.
“Techno. Breaks. Breakbeat. Vinyl. Us Techno.”
At the time, I had never heard of Ida or Savy Records. I listened to this mix because of my trust in the brand Stamp The Wax – not every artist in the scene gets to be featured on the Diggers Directory.
The mix is a combination of Ida's musical influences and releases from her new record label Savy Records.
After 45 minutes, I was on Ida’s Instagram. I instantly followed her, engaged with her post and commented about the mix. Sometimes all it takes is one quality mix on the right platform to turn a stranger into a fan.
How Ida marketed the mix
Ida shared an eight-asset Instagram carousel. The carousel included four images of Ida in her home studio, a screen recording of the interview online and audio snippets of the mix.
So many artists fall into the trap of sharing a static press picture with a simple logo or text over it when sharing a mix. The key is to link it to your mix. Ida knows her audience will respond best to a picture of her on the decks in her home studio.
The three images tie back to the description of the mix in the copy. These images of the vinyl sleeves of the records inspired Ida to begin Sävy Records.
You can read more about these records in the online interview.
The first video in the Instagram carousel is a screen recording of the whole interview hosted on the Stamp The Wax website
Audio recordings from the mix make this post go from 3 stars to 5 stars. Adding audio alongside the caption adds that final dimension to get you excited to hear this mix. Ida screen-recorded three selections from the mix, giving you a small preview of what to expect from the mix.
The Results - Mixcloud
How you tag your mix on platforms like Mixcloud is important.
This show reached:
• #5 in the global vinyl chart
• #6 in the global breaks chart
• #10 in the global breakbeat chart
• #26 in the global techno chart
Most importantly it turned me into a fan of the artist. Had events been taking place in 2020, I would have no doubt purchased a ticket to see Ida play off the back of this mix.
Thanks for reading.
Andrew at Socially Sound 🧢