TREND PR — Launching a New Artist From Zero Audience

Context
A new independent artist was releasing their first track with almost no existing social presence. The goal was to create early discovery and emotional connection around the release.

What I Owned
I led the social content strategy. I concepted, produced, edited, and posted all promotional content for the campaign.

Execution
My first approach used humor and trend-based videos, but performance was weak. After reviewing early data, I pivoted. I had the artist record a stripped down acoustic performance, and I edited the video to focus on the emotion and story behind the song. This shift dramatically changed the engagement level.

Impact
The new video hit almost 100k views on Instagram, and the song finished with 35k streams on Spotify. For a brand new artist with no audience, this was a strong result and that emotional performance format became our primary creative direction for future releases.

Takeaway
This project reinforced that you cannot force “virality.” Listening to the data, understanding how audiences actually connect, and being willing to change the angle quickly can make all the difference.