Midnight Run
Client
KAI VELOUR
Year
2025
Category
Music, PR, Social Media
Services
Music Marketing, Artist PR, Social Media Strategy, Creative Direction
The challenge
An independent artist with a finished record, a small budget and no press history had to enter a crowded release week without disappearing into it.
The idea
Treat the album like a place instead of a product. Every asset was staged after midnight, in the same handful of rooms, so the rollout felt like one continuous night.
The execution
- 01Built a six-week content calendar anchored by three narrative drops
- 02Pitched a first-person essay to music press ahead of release day
- 03Directed a series of one-take performance clips shot on location
- 04Ran a listener-led caption campaign the week of release
The result
The record over-indexed on saves and follows, not just plays — the audience arrived to stay. Streaming lifted 412% over the prior release with three editorial adds.
412%
streaming lift
3
editorial playlists
11
press placements
My role
Creative direction, press strategy, content production and rollout management.
Next projects
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Let's build something
Tell us about the record, the brand, the idea you can't stop thinking about. You'll get back a real point of view on how we'd build it — not a rate card.
Let's build it