Overview:

During a crowded 2024 release season featuring other legacy acts (like Linkin Park) Skillet set out to make a bold statement with their new album, Revolution. With a passionate global audience and legacy in the rock genre, the band partnered with Venture to ensure this release stood out.

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Our Approach:

Venture developed a comprehensive marketing campaign to mobilize their existing audience while reaching new listeners. Our campaign was built around four key pillars, each designed to work in sync across the fan journey—from first impression to conversion:

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• Direct Marketing Overhaul: We reactivated Skillet’s email list of 100,000+ subscribers, segmenting and cleaning the database to maximize engagement. We also leaned into SMS as a direct, high-conversion communication channel, and drove adoption of the newly launched Skillet app to deepen the fan connection and offer further exclusive access for superfans.
• Social Media & Content Strategy: Venture conceptualized, produced, and published a steady stream of dynamic content across TikTok, Instagram, and YouTube - ranging from high-quality performance clips to unpolished behind-the-scenes footage. The goal was to spark conversation and keep the band top-of-mind in the lead-up and aftermath of the album drop.
• Influencer & UGC Strategy: We launched custom Skillet-themed social filters and partnered with creators in the rock and alternative space to drive organic reach and fan-generated content. These initiatives amplified Revolution's presence across platforms and gave fans new ways to engage with the release.
• Targeted Advertising: We ran multi-platform ad campaigns across YouTube, TikTok, and Meta helping promote the album and key singles. We crafted bespoke creative for each platform, targeting both die-hard fans and potential new listeners. Special emphasis was placed on driving catalog streams.

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Key Results:

Skillet’s Revolution campaign is another proof of concept in terms of the power of direct fan engagement. When paired with thoughtful and consistent social and content strategies great things happen. Our holistic approach helped the band further develop their digital presence beyond their previous growth marks.

Our campaign helped the band reactivate their extensive base of superfans, while introducing their music to a new generation of rock listeners - all while delivering measurable results at scale.

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• Spotify Growth: 1.9M new monthly listeners, peaking at 10.6M (+24.7%)
• Track Streams: Revolution amassed 18.5 million streams within the first two months of release
• User Generated Playlists: songs from the new album were added to over 2M user-generated playlists on Spotify
• Social Reach: 5M+ views across social platforms for viral videos around "All That Matters"
• Email List: over 100k subscribers reactivated, driving direct fan engagement and sales

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