CALIFONE

Califone released their beautiful "Echo Mine" on Jealous Butcher Records in February 2020. The album is the score to a dance performed by Robyn Mineko Williams & Artists, and the intention was for both groups of artists to tour the release extensively. They managed just one public performance in their home of Chicago before the world locked down, at which point we pivoted to an online-only strategy.

Despite no touring, D2F sales surpassed targets and the white vinyl edition sold out early in the pre-order phase. Targeted ads and display banners on major music publications drove album messaging out to a qualified audience of over 1M, and an email workflow moved users through the customer journey at their own pace, inviting new subscribers deeper into Califone and Jealous Butcher's discography based on their engagement.

In October 2020, Audiotree hosted a ticketed livestream performance of the dance from Lincoln Hall, Chicago. We worked alongside their team to promote the event through further digital advertising. Thanks to pixels and other audience capture tools we'd put in place during the album release cycle, we were able to re-engage those who'd engaged earlier in the year. Over 500 viewers tuned in live, with more in the days that followed. The label added a limited edition blue vinyl version of "Echo Mine" for the event's virtual merch table; overstock of which was added to the webstore and is now down to its final few copies.