#009: Market your music like London Grammar

London Grammar (Hannah Reid, Dan Rothman and Dot Major) are one of the most successful bands to come out of the U.K in recent years. After four lead singles, the trio finally dropped their long-awaited LP ‘Californian Soil’ last Friday. ​​

For this weeks Blueprint, I decided to break down my favourite part of their album campaign.

A lot of the previous editions of The Blueprint have focused on Instagram posts, so for this one, I scrolled way down London Grammar’s Twitter timeline to August 2020 to show how the band use the platform to connect with their audience and market their music across multiple streaming platforms.

Remember, the blueprint to success is right in front of you. You just have to look in the right places.


London Grammar – Baby It’s You

CAMPAIGN TIMELINE

Teaser

17 AUGUST

The Twitter campaign for ‘Baby It’s You’ started with a simple song lyric. ‘Nothing Else Matters’ was the caption of their first post to promote the single, two days before the single was released digitally across all formats.

This was the first tweet from the band for 14 months.

Single Announcement

18 August

The following day, the band posted a short audio clip over a burning fire pit with the caption ‘Baby It’s You. Out tomorrow.’

Release Day

August 19

Baby It’s You was premiered live on BBC Radio 1 as the Hottest Record in the World on Future Sounds. Hannah joined BBC Radio 1 presenter Clara Amfo live on air to introduce the single.

The band encouraged fans to RSVP to a YouTube watch page for the live reveal. The premiere was an hour-long live stream on YouTube. The premiere has since been viewed 81,782 times on YouTube.

The official visualiser video (the final 3 minutes of the live reveal) was released the same day clocking up 1.9 million views.

Release Day – Post 3

After the premiere, there was one more tweet sent out at 9:31 PM. This tweet included a link for fans to listen to the single on their platform of choice.

London Grammar’s tone of voice speaks to their fans, not at their fans. The big announcements are signed off ‘Hx’, in the first person by band member Hannah. As the lead vocalist and songwriter, Hannah’s vocals and social posts have a personal touch, leading to a special connection between the band and their fans.

Remember what I said in The Blueprint #008 with Ida? Copywriting is important.


BBC Radio 1 Live Lounge Month

20 August

BBC Radio 1 played a huge part in the campaign for Baby It’s You. The following day, the band announced they would be performing the single in September as part of #R1LiveLoungeMonth.

The live performance of Baby It’s You has been viewed 597,350 times on the BBC Radio 1 YouTube channel. The band also performed their take of Blinding Lights by The Weekend. This video has 1,540,788 views and counting…


The Personal Touch

24 August – 5 days later…

I have already mentioned the intimate relationship with Hannah and London Grammar’s fans. Here is another example of using key buzzwords to paint a picture in fans heads.

Gold! ⭐️


Apple Music – Antidote Playlist

August 28

Having your music on all of the top platforms is essential. Apple Music made London Grammar the cover of the Antidote playlist, a playlist launched in 2020 for alternative music.

Being on the cover of the playlist means you are the featured artist at the top of the playlist for one week. This means non-subscribers can listen to your track without being an Apple Music subscriber.


Dominate YouTube like London Grammar

September 10 – Trizz Visual Video

September 18 – Kölsch remix

October 2 – Live on Later with Jules Holland

Remember in The Blueprint #005 when I talked about Twenty One Pilots creating five different videos for one single equaling over 85 million streams?

London Grammar did the same by adding an audio-visual video experience (Trizz Visual), performing live on BBC 1 on Later with Jules Holland and an official remix of the track by Kölsch.

  • Live Stream Premiere ✅
  • Official Video ✅
  • BBC Radio 1 Live Lounge ✅
  • Live with Jules Holland ✅
  • Trizz Visual ✅
  • Official remix by Kölsch ✅

That’s it for another Socially Sound Blueprint. If you are reading this as an underground artist, this kind of campaign may seem a long way off but platforms like Mixmag, DJ Mag and Cercle have videos with 10x the streams of these videos. Think bigger, the internet is a very big place.

See you next week.

Andrew at Socially Sound 🔊


Read previous editions of The Blueprint below:

#008: Share your mix like Ida

#007: Market your music like Hot Since 82

#006: How Sasha turned LUZoSCURA into a brand

#005: Dominate YouTube like Twenty One Pilots

#004: How to market your radio show like Moxie

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