Zella DayTo establish Zella within credible UK/EU online publications.

The Brief:

To establish Zella within credible UK/EU online publications.

Zella Day is an LA based artist originally from Pinetop, Arizona. She grew up performing live in her parent’s coffee shop before moving to L.A. to focus full time on her music career.

Charm Factory began work on the Zella Day campaign in February 2014. Our key remit was to establish Zella within credible UK/EU online publications. We also tasked ourselves to think outside the box and focus on specialist unofficial campaigns with Spotify and key YouTube influencers.

Our Work:

Phase 1 – Sweet Ophelia – Debut Single Campaign

Ensure Zella’s positioning within the credible tastemaker world with big focus on Hype Machine blogs/sites. Focus on grass roots Spotify playlist outreach to increase awareness in new areas.

Results

Key features ran with i-D, Spotify, The Fader, The 405, The Line of Best Fit, Wonderland, ASOS & more.

Over 250 pieces of coverage ran online.

Over 500,000 streams of “Sweet Ophelia” on Soundcloud.

Over 5 millions streams of “Sweet Ophelia” on Spotify.

29 Hype Machine registered blog posts on “Sweet Ophelia” alone.

Highlights

Spotify: Successful playlist campaign resulting in over 5 million streams of Sweet Ophelia.

Hype Machine: Sweet Ophelia #1 spot on Hype Machine popular chart

The 405: In-depth interview feature

CMU: Approved feature in key industry outlet

Mr Suicide Sheep: Remix post on channel with over 1.8 million subscribers

Noisey: Video premiere/feature

The Fader: Track premiere/feature

The Line of Best Fit: Intro feature

ASOS: Sweet Ophelia added to catwalk playlist – Over 7 million unique hits to the site each month

Amazing Radio: Successful intro campaign with plays every week during campaign

Spotify: Exclusive remix featured on app

Wonderland Magazine: Introducing feature

i-D: IYES remix exclusive hosted on i-D Soundcloud channel (126,863 followers)

Spindle Magazine: Interview feature

Mr Suicide Sheep: Remix placements on channel with over 1.8 million subscribers.

Phase 2 – Self Titled Debut EP Campaign

Follow on from success of debut single campaign securing higher profile features with UK/EU online outlets. Continue focus on Hype Machine blogs/sites and explore bigger opportunities with Spotify and key YouTube tastemakers.

Present Zella as a fast-rising star and one to look out for in 2015.

Results

Key features ran with The Guardian, Hype Machine, 6 Music, Amazing Radio, Hunger Magazine, EARMILK, Wonderland, PopJustice, 1883, Noisey + more.

Over 300 pieces of coverage secured throughout 3 month campaign.

Successful Spotify outreach campaign resulting in over 18 million combined streams.

Over 80 Hype Machine blog placements.

Over 1.2 million streams of lead single “East Of Eden” on Soundcloud.

Zella Day selected as one of the most blogged artists in the first 6 months of 2014.

Highlights

The Guardian: ‘New band of the week’ feature.

Hype Machine/6 Music: Zella Day selected as one of the most blogged artists in the first 6 months of 2014.

Amazing Radio: Successful campaign with all EP tracks gaining plays throughout the campaign.

MTV Iggy: Intro feature.

EARMILK: Intro feature.

Hunger Magazine: Intro feature.

Wonderland Magazine: Playlist feature.

The 405: Feature and premiere.

1883 Magazine: In-depth intro feature.

PopJustice: Intro feature and exclusive.

Noisey: In-depth feature.

BlinkBox: Intro feature

Full Campaign Stats

Hype Machine

#1 Most Popular
Sweet Ophelia / 1965 / East of Eden / Sweet Ophelia (Marian Hill Remix) / Compass (Louis The Child Remix)

#1 Non-Remix Chart
Hypnotic

Top 5 Most Popular (In addition to #1’s)
Compass [#3] / East of Eden (Carousel Remix) [#2] / Sweet Ophelia (Gold Fields Remix) [#3] / Hypnotic (Vanic Remix)

#1 Remix Chart
East of Eden (Carousel Remix) / Sweet Ophelia (Marian Hill Remix) / 1965 (4AM Reboot) / Sweet Ophelia (Gold Fields Remix)

Zella Day on Spotify
Sweet Ophelia: 6.78MM+ streams
East of Eden: 1.85MM+streams
Hypnotic: 1.11MM+ streams
Compass: 663K+ streams
Sweet Ophelia (Gold Fields Remix): 1MM+ streams
East of Eden (Carousel Remix): 720K+ streams

Zella Day on Soundcloud
Sweet Ophelia: 457k+ streams
East of Eden: 992k+ streams
Hypntoic: 162k+ streams
Compass: 188k+ streams
1965: 248k+ streams

Zella Day on Youtube
Sweet Ophelia (Video): 361k+ streams
East of Eden (Audio): 632k+ streams
Compass (Audio): 85k+ streams
1965 (Audio): 162k+ streams
Hypnotic (Vevo – Audio): 67k+ streams

Links

Zella Day – Sweet Ophelia: https://soundcloud.com/zella-day/zella-day-sweet-ophelia

Zella Day – Sweet Ophelia (Official Video): http://youtu.be/Ta3OsyNCuvs

Zella Day – East of Eden: https://soundcloud.com/zella-day/zella-day-east-of-eden-1