The Lacs, a southern hip-hop duo from rural Georgia, have cultivated a loyal fanbase over the years. Known for their authentic “redneck” appeal, they resonate deeply with lower-middle-class Southern audiences. Despite their strong base of diehard fans who attend shows consistently, The Lacs faced a plateau in their reach. They approached Venture Music with a desire to grow their audience, reconnect with superfans, and boost revenue through ticket and merchandise sales, especially in light of their upcoming record release.

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Our Approach

Venture Music crafted a multifaceted campaign to tackle these challenges and opportunities. We leaned heavily on the duo's personalities, creating a content strategy that highlighted their humor and authenticity. Alongside this, we promoted their music releases to balance engagement between their existing fanbase and new listeners.

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A targeted ad strategy played a critical role, focusing on attracting new fans while excluding the existing audience to broaden their reach. Retargeting ensured that potential new listeners were re-engaged effectively.

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Recognizing the mobile habits of their audience, we prioritized SMS marketing over traditional email campaigns, allowing direct communication that resonated with their fans. Additionally, a promotional push for LACSFEST, their annual festival, was integrated into the strategy, emphasizing its unique appeal and increasing ticket sales.

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Results

The campaign yielded impressive results:

• Spotify Monthly Listeners: Grew from 650,000 to 800,000 (+23%).
• TikTok Followers: Increased to 89,000, with monthly views rising from 100,000 to 300,000 (+200%).
• Ticket Sales: Achieved higher awareness in touring markets, contributing to sold-out events, including LACSFEST.
• SMS List Growth: Expanded by 3,000 subscribers in just 20 days through targeted efforts tied to LACSFEST promotion.

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Through strategic content creation, precise ad targeting, and a shift to SMS marketing, Venture Music helped The Lacs reach new audiences, strengthen connections with superfans, and drive significant revenue growth. Their sold-out festival, LACSFEST, stands as a testament to the campaign's success and the power of engaging directly with fans in innovative ways.

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