Overview:

FiXT, the independent record label founded by visionary producer Klayton (Celldweller), has long been a force in the electronic rock, industrial, and alternative metal scenes. With a reputation for boundary-pushing music and a fanbase rooted in gaming, sci-fi, and comic book culture, the label has cultivated a catalog that has amassed over 3.5 billion streams.

In the fall of 2023, FiXT set its sights on a new frontier: expanding the impact of its curated Spotify playlists - New Noise, Rock & Metal, and My Metal Playlist. While the label’s brand and artist roster were strong, playlist growth had plateaued. To reignite momentum and scale listenership across the broader catalog, FiXT partnered with Venture to build a low-cost ad strategy designed to fuel discovery and playlist engagement.

‍

Our Approach:

Together with FiXT’s in-house team, we crafted a comprehensive digital advertising campaign engineered for sustained growth. The strategy focused on three key pillars:

‍

• Creative Designed for Culture: We developed a suite of striking ad assets tailored to FiXT’s unique visual universe - dark, cinematic, and ethereal. Every creative was designed to resonate with fans of rock, electronic, and hybrid genres, speaking directly to their aesthetics and interests.
• Targeted Advertising: Campaigns were deployed across Meta and TikTok to maximize reach across relevant audience segments. Using iterative testing, we refined our audience targeting to uncover the highest-converting combinations based on genre preferences, platform behavior, and past engagement.
• Continuous Optimization: Real-time performance monitoring allowed us to rapidly update creatives, reallocate budgets, and optimize calls to action, ensuring the campaign not only sustained its momentum but also improved over time.

Key Results:

Our campaign with FiXT significantly exceeded expectations, establishing a scalable framework for playlist growth and fan acquisition. By combining immersive creative with precision-targeted advertising, we helped FiXT break through the noise and scale its curated playlist network exponentially.

The campaign grew key engagement metrics and laid a strategic foundation for long-term fan growth across FiXT’s catalog. In an industry where playlist growth is often slow and organic, this campaign proved that with the right mix of branding, creativity, and data-driven execution, labels can build their own vibrant listening ecosystems that drive both short-term traction and long-term loyalty.

‍

• Spotify Playlist Streams: 25,000 → 275,000 (+1100% in 3 months)
• Daily Shazams: 2,000 daily Shazams, signaling a spike in listener curiosity and first-time discovery
• Audience Development: Built a powerful retargeting pool for future campaigns, enabling more efficient promotion of upcoming releases, merch, and label news
• Platform Reach: Ads across Facebook, Instagram, and TikTok provided diversified entry points into the FiXT ecosystem.
• Key Playlists: New Noise, Rock & Metal, My Metal Playlist

‍

‍

‍