Florescence EP — Dani Yates

The EP.

In 2021, I branded and marketed my own EP ‘Florescence’ released under my artist name 'Danilu'. I project managed & directed creatives under a tight budget to produce visual content such as the artwork and Spotify canvases. After carefully planned promotional strategies, the EP has now had over 3K streams with several songs played on BBC Introducing radio.

The Concept.

For my Debut EP, I not only wished to build an aesthetically recognisable brand my audience could connect with longterm, but also envisioned a marketing strategy to successfully reach new audiences for optimum exposure and engagement.

Using a carefully strategised plan of organic ads, the social content saw an increase of 200% engagement whilst building strong relationship with the audience.

The Branding & EP Aesthetics

Typeface

I spent time finding a typeface that would represent me and my music style well. I chose Tangerine Retro, a bold, fun font that looked significant & stylish in both upper and lower case. I wanted a strong, yet wavy shape to represent being both grounded in my beliefs, and also making people feel free and fluid, which is the basis on which I write my music.

Photoshoot

The photoshoot was spontaneous and collaborative, and shot with designer and photographer Caldwell Campbell.
Having explained my vision, we worked together to experiment with the props bought on a tight budget. Flowers were an obvious choice to represent blooming as an artist and to reflect the EP name. The translucent cloth represents the vale between secular and christian music, with my vision being to create a bridge between both.

Spotify Canvases

The Canvases were also collaborative, filmed and edited by videographer Joel Edwards. When discussing the concept with Joel, I knew I wanted a dream-like feel to each video, whilst featuring the blossom and translucent cloth to reflect the photoshoot.

This was again an experimental approach, playing around with movement, textures and angles to achieve the desired vision.

The Campaigns

Having researched the best methods in which artists can reach new audiences, build relationship with their audience, and gain optimum Spotify streams, these were the marketing campaigns I came up with that deemed most successful. Each campaign holds a link to its related Instagram content.

EP Reveal

The aim of this campaign was to create maximum engagement from existing followers with a fun competition, and to encourage story shares through incentives of freebies to reach new audiences & expose the EP release. This increased engagement by 200% that week.

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Spotify Followers

Spotify algorithm ensures all your releases are added to your Spotify followers’ release radars. So this campaign’s aim was to utilise TikTok & IG reels by creating a fun video to encourage my social audience to follow me on Spotify. This gained me 89 Spotify followers in 3 days.

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Canvas Countdown

The Canvas Countdown involved sharing a canvas video each day within the 5 day lead up to the release. Each post shared a story behind each song. This was to build hype, keep the target audience engaged through consistency, and build a personalised relationship with the audience.

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Release Day Live

With Livestreams notifying every follower, the aim of the release day live interview was to gain maximum exposure, whilst also building a stronger relationship with my audience through direct interaction and giving them exclusive insights about the making of the EP & allow them to feel valued.

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BBC Introducing

This campaign aimed to gain a higher following and exposure by networking with & emailing the BBC Introducing team, and submitting my songs to be played on the Radio. 3 of my songs have now been played, each gaining me a higher following, more streams, and a wider support network of those within the industry.

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