CASE STUDY
Building the Band
How we helped this teenage band of brothers grow a fanbase from 33 YouTube subscribers to 170K+
We were introduced to this talented, unsigned band from San Francisco by a music producer in Los Angeles who knew about our previous work for artists such as P!nk, Elton John, and Lionel Richie.
Brief
The band were eager to release original music and wanted more bookings at music venues and festival gigs.
Somewhat unusually, these 3 teen boys do not use social media themselves - except watching videos on YouTube - which presented an additional challenge.
Starting with 141 Instagram followers and 33 YouTube subscribers, our work together aimed to:
Build an engaged online audience
Secure regular gigs and festival bookings
Promote LIVE shows
Support release of debut single and album
Approach
We had to create a strategy which built connection with the audience, while protecting the boys from direct exposure to social media. Together we shaped the plan to:
Convert attention into long-term fans
Setup systems for content creation
Cause minimal interruption to the boys during school terms
Collaborate with graphic designer, web developer and video editor
Working closely with the manager (aka “Band Dad”), we delivered all aspects of digital communications. Our key activities included:
Fully managed social media marketing - from overall strategy to daily posts
Create channel-specific content from raw footage
Revamp band website
Start the TikTok account from scratch
Integrate channels inc. Spotify, Distrokid & Apple Music
Results
YouTube: 170K+ subscribers
TikTok: 4.3K followers
Instagram: 725% increase in followers
Viral video: 134M+ views from one YouTube Short
(stats as of May 2025)
Our successful collaboration grew the YouTube channel to the level where it could be monetised. This means the band are consistently earning money from their content and the work we did together over 10 months in 2024/25.
Review
“I want to acknowledge your incredible work and efforts that have brought Swami 3 to this point. Thank you, Emma Jane!”
- Anand aka “Band Dad”