Overview

The Lacs have built a fiercely loyal fanbase around their unfiltered “redneck” charm and relatable storytelling. Their music resonates deeply with working-class audiences across the South, fueling consistent turnout at live shows and a devoted community of superfans.

However, despite their strong grassroots following, the duo had hit a ceiling in terms of audience growth. As they geared up for a new album release in 2023, the band partnered with Venture to expand their reach, re-engage their most dedicated fans, and increase revenue through ticket and merchandise sales.

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Our Approach

Venture designed a comprehensive, personality-driven campaign to help achieve the band's goals. We anchored our content strategy in the duo’s natural charisma and humor, creating social content that felt authentic to both the artists and their fanbase.

Our campaign balanced two important, sometimes conflicting goals with the promotion of these new releases: maintain momentum with core fans, while simultaneously leading in new listeners. Targeted ad strategies regularly excluded existing fans—allowing us to avoid fatigue with the people that matter most.

To reinforce the campaign’s impact, we also leaned on ad retargeting to keep The Lacs top-of-mind for newly engaged audiences. Knowing that their fanbase is more active on mobile than email, we shifted communication efforts toward SMS marketing, enabling more personal, immediate engagement.

Arguably the highlight of our campaign was around the promotion of LACFEST, the group’s annual festival in Georgia. By spotlighting its unique, community-driven appeal we were able to help the band set a new record for ticket sales.

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Key Results

Strategic social planning, fan-first content strategies, and optimized ad targeting allowed The Lacs to break through their previous growth plateau.

The band reached new listeners, reactivated superfans, and drove substantial increases in both engagement and revenue. Their first ever sold-out LACFEST served as a milestone moment for the campaign.

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• Spotify: 150,000 new monthly listeners (+23%)
• TikTok: 24,000 new followers (+32%); avg 200,000 more views per month (+200%)
• YouTube: 37,000 new subscribers (+7%)
• Ticket Sales: Avg $0.30 CPC in touring markets, contributing to numerous sold-out events, including LACFEST
• SMS List: 3,000 increase in subscribers in 20 days using a tour promotion strategy

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