9122 Records
Agency: MindShift Interactive
Client: 9122 Records
Role: Content Lead
The Goal/Brief: Launch 9122 records as India's first record label curating the best International music by partnering with DJ Snake's very own imprint, Premiere Classe.
What we did: Tapped on to DJ Snake's existing Indian fanbase using organic and paid media to create buzz.
How it worked: The association was perceived as a big move in the music space with continued amplification support from streaming partners, primarily JioSaavn, Gaana, Spotify etc.
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Phase 1: Hook
Idea: Piggyback off DJ Snake's following, we drew attention towards an exciting event/collaboration between his label and 9122 Records.
Activity: Announce the collaboration that would include an exclusive set of launches for India - all of the music curated by DJ Snake himself.
Contribution: Ideation, copy and execution. (Yes, I managed the social media pages as well)
Links:
https://www.instagram.com/p/Bu...
https://www.instagram.com/p/Bu...
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Phase 2: Line
Idea: Now that DJ Snake's association was firmly recognized, we showcased the music, with continued support from streaming partners.
Activity: The 6-track collection was marketed independently as well as collectively, diverting audiences directly towards streaming. The marquee track on the collection "Boss" was used as a seeder content for meme marketing.
Contribution: Monitoring UGC content and copy.
Links: https://www.instagram.com/p/Bv...
https://www.instagram.com/p/Bw...
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Phase 3: Clinch
Idea: Gratify the audience with a VIP experience, one fitting of DJ Snake's own personality. A VIP experience for audiences to participate for - in collaboration with JioSaavn.
Activity: The 'Premiere Classe Ticket' contest was used to rope in followers, create buzz around 9122 records as well as his Holi concert.
Contribution: Ideation with JioSaavn + copy for all contest posts.
Links:
https://www.instagram.com/p/Bu...
