FANTASY RECORDS
THE SITUATION
Fantasy Records, founded in 1949 by Max and Sol Weiss in San Francisco, initially focused on jazz but gained massive fame with the signing of rock band Creedence Clearwater Revival in the 1960s. Now part of Concord, it continues to play a significant role in the music industry, showcasing a diverse array of artists across various genres including Nathaniel Rateliff, Seether, Allison Russell, Tanya Tucker, Tedeschi Trucks Band, L.S. Dunes, Taking Back Sunday, and others. When Concord re-launched Fantasy Records in the 2010s as a stand-alone brand, the label had no website, few direct to fan channels, nor any allocated budget to develop a site. Fantasy needed agency help but was operating on a limited budget.
THE MISSION
Establish and optimize Fantasy Records’ digital brand presence to achieve top search rankings, build a sizable and engaged audience, and monetize the label’s following, all while minimizing cash expenditures.
MY STRATEGIC APPROACH
Identified and implemented a scalable website solution that provided the label with the necessary brand flexibility. Executed a multi-pronged SEO strategy that delivered top search results for the site and facilitated the construction and capture of a robust dataset. Additionally, established brand social media presences on Instagram, TikTok, Twitter, Facebook, YouTube, and LinkedIn, implementing a robust social plan to drive engagement and reach. Finally, the label website, shop, social media and a variety of MarTech were leveraged to aggressively capture newsletter opt-ins.
A SUCCESSFUL RESULT
As a result of the actions taken, the website’s unique traffic rose to 30,000 visits per month while attaining top search rankings at a minimal cost. The label was now able to capture key data, enabling Fantasy to easily remarket to its fans. Newsletter subscribers increased from 7,000 to nearly 20,000, and the label’s social media following grew substantially rising to over 40,600 on Instagram, over 36,000 on Facebook,12,800 on YouTube, 9,500 on X, and 8,860 on Tik Tok.
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