PORTFOLIO

Silver Ash Relaunch Global Strategy and Management

Category:

ClIENT

Silver Ash
China’s first visual rock band and a critically acclaimed pioneer of the Chinese rock industry.
sa2

CHALLENGE

To manage and market Silver Ash’s 2013 global comeback.

Though Silver Ash once had a sizable international following, they had not been officially active in the music industry since 2005. We faced the challenge of relaunching them as a new artist for music fans who were unfamiliar with their work, as well as regaining an international fanbase that had long moved on. As the band was based in Vancouver, Canada and Beijing, China, we also faced the challenge of simultaneous multiple market entry.

SOLUTION

We leveraged our brand reputation to endorse Silver Ash as an artist represented by the same company who worked with huge A-list acts like X Japan and SUGIZO.

Since we knew that past and potential fans of Silver Ash respond best to social media and digital marketing, our initial relaunch strategy was completely digital, with the sole goal of raising awareness and rebuilding interest. To begin, we established Silver Ash’s presence on the web and throughout various social media platforms: designing and developing their official website, and setting them up on Facebook, Twitter, Bandcamp, ReverbNation, Last.fm, Soundcloud, YouTube, and Tumblr. As Japan was a potential market for the band, we also created a Japanese version of their website, a Japanese Twitter, and established them on Audioleaf, with band member blogs on Ameblo. For the Chinese-language market, we set up the band on Douban and Weibo.

Once the website and social media channels went live, we created an EPK, which was translated into multiple languages, and began a global publicity campaign, servicing hundreds of press outlets worldwide with potential interest in the band. Simultaneously, we also ran a Facebook Marketing campaign to boost their reach and find old and new fans.

Our team also worked closely with the band to release a new single, “REBORN,” which they recorded and independently released in April 2013. As the single was a digital release, we distributed worldwide through iTunes, Amazon, Google Play, Spotify, iHeartRadio, Rhapsody, and many more online vendors. In anticipation of the single, we launched a marketing campaign anchored by a heavy publicity strategy that saw exclusive features and placements worldwide, and pushed traffic to a landing page we made for the single. We also created promotional videos and had Silver Ash appear on Tainted Reality’s Webcast in the United States, as well as Viju Love Cafe in Japan. Radio stations such as Jackalope Radio (U.S.) and LoliPOP Station (Europe) ran Silver Ash specials to promote the band, while promotional contests were offered by ROKKYUU Magazine and JpopAsia.

RESULTS

Thanks to our efforts, Silver Ash charted on ReverbNation to #2 in rock in Vancouver, CA, and #11 nationwide in Canada.

Our Facebook Marketing strategy brought them from 200 fans in February to over 11,000 in just one month, while our press strategy led to tens of thousands of media impressions, with over 60 exclusive placements worldwide across all media channels, and special features in Gothic Beauty Magazine, ROKKYUU Magazine, JpopAsia, Visual-KEIOS, a cover on Asia on Wave Magazine, and more.

Silver Ash is currently touring China, playing venues nationwide and at major music festivals. They are also working on new material for an upcoming international release to be distributed worldwide.