ELLIOTT SMITH

In May 2020, Kill Rock Stars announced the 25th anniversary reissue of Elliott Smith's self-titled debut: a double LP featuring his earliest recorded solo live performance, a remaster of the classic album, and a coffee table book.

This project included the launch of a brand new Shopify site for Elliott. We integrated all the necessary marketing tools (with adherance to GDPR and CCPA regulations around data capture) to support our digital advertising campaign, including a CRM for email signups; pixels for conversion tracking, smart audience building, and retargeting; Google Analytics/Search Console for goal tracking and page optimizations; and more.

We had the opportunity to partner with Spotify on their beta Storylines feature to share some of the stories behind this album. Our team conducted interviews with those close to Elliott at the time and put together an insider look at 10 of the album's 12 songs, available to all users of the Spotify mobile app. These complemented some of the stories in the book, increasing audience engagement and raising interest in the deluxe package.

Central to the reissue's marketing, Kill Rock Stars launched a covers project featuring various musicians performing their own rendition of their favorite tracks from the album. Renditions were received from Bonny Light Horseman, Prateek Kuhad, Palehound, and the Portland Cello Project to name a few, and they became cornerstones in our targeted advertising campaign. In today's Spotify-centric singles economy, we were able to welcome younger listeners into Elliott's world through targeted advertising and social collaborations with the artists performing covers.

Ads for the album continue to deliver a strong ROI, even now many months after its release, and with continued nurturance many first-time buyers have developed into repeat customers for Kill Rock Stars. Elliott's legacy continues to hold sway as new listeners discover current Smith-inspired KRS acts like Tele Novella and Shaylee.

In May 2020, Kill Rock Stars announced the 25th anniversary reissue of Elliott Smith's self-titled debut: a double LP featuring his earliest recorded solo live performance, a remaster of the classic album, and a coffee table book.

This project included the launch of a brand new Shopify site for Elliott. We integrated all the necessary marketing tools (with adherance to GDPR and CCPA regulations around data capture) to support our digital advertising campaign, including a CRM for email signups; pixels for conversion tracking, smart audience building, and retargeting; Google Analytics/Search Console for goal tracking and page optimizations; and more.

We had the opportunity to partner with Spotify on their beta Storylines feature to share some of the stories behind this album. Our team conducted interviews with those close to Elliott at the time and put together an insider look at 10 of the album's 12 songs, available to all users of the Spotify mobile app. These complemented some of the stories in the book, increasing audience engagement and raising interest in the deluxe package.

Central to the reissue's marketing, Kill Rock Stars launched a covers project featuring various musicians performing their own rendition of their favorite tracks from the album. Renditions were received from Bonny Light Horseman, Prateek Kuhad, Palehound, and the Portland Cello Project to name a few, and they became cornerstones in our targeted advertising campaign. In today's Spotify-centric singles economy, we were able to welcome younger listeners into Elliott's world through targeted advertising and social collaborations with the artists performing covers.

Ads for the album continue to deliver a strong ROI, even now many months after its release, and with continued nurturance many first-time buyers have developed into repeat customers for Kill Rock Stars. Elliott's legacy continues to hold sway as new listeners discover current Smith-inspired KRS acts like Tele Novella and Shaylee.