SEETHER
THE SITUATION
Streaming played a critical role in Fantasy Records’ strategy, and the label was actively seeking ways to enhance streaming consumption for Seether, its most-streamed artist. This focus came in response to evolving market trends and the need to maximize digital revenue streams.
THE MISSION
Enhance Seether’s streaming numbers and maximize digital revenue streams by implementing targeted strategies, leveraging market analysis, and optimizing content across streaming platforms and YouTube.
MY STRATEGIC APPROACH
As part of our strategy to enhance Seether’s streaming numbers, I initiated several targeted actions based on thorough market analysis and fanbase insights.
I analyzed key affinity brands and lifestyle data within Seether’s fanbase, discovering a significant interest in fitness among our audience. Given the high performance of workout playlists on streaming platforms, I curated a “Seether Workout” thematic artist compilation. This aimed to leverage search trends and algorithm preferences, and we released it on all Digital Streaming Platforms (DSPs) globally.
Seether has also seen substantial success on YouTube, amassing millions of video views. Data analysis revealed that over 70% of Seether’s video streams on YouTube come from playlists. To boost viewer engagement, I enhanced video links and updated end cards to promote extended listening sessions. I focused on creating more engaging playlists and refreshed the current popular ones, prominently featuring them on the band’s YouTube channel homepage. Additionally, I updated the end cards for the most popular videos to highlight the tracks “Rise Above This” and “The Seether Experience” playlist. To improve visibility, I also revamped key video thumbnails to better align with YouTube’s algorithms.
To complement these online strategies, we launched a robust, catalog-focused social media campaign. This initiative highlighted standout tracks from our playlists across major DSPs and YouTube, significantly increasing our reach and fan engagement.
AMAZING RESULTS
The “Seether Workout” thematic artist compilation immediately yielded an additional 2 million track streams across Digital Streaming Platforms (DSPs) upon its release.
On YouTube, the impact was equally striking. The “Rise Above This” video experienced a 35% surge in streams, translating to an additional 15,000 views per week—a trend that has sustained. Furthermore, engagement with “The Seether Experience” playlist increased by over 20%. Overall, viewership of channel content has grown by 14% year-over-year (YoY), reaching a total of 272.6 million views.