11 Aug '20
Case Study: Simeon Walker
Simeon Walker is a UK based pianist and composer. Despite working as a musician for over a decade he only recently turned to composition, and through his serene, meditative piano writing he has quickly become known as a leading UK contemporary classical composer.
His music has had millions of streams on Spotify and since 2018 he has curated Brudenell Piano Sessions, an "intimate and varied series of live music events highlighting the diverse and varied music being composed and performed on the piano", held at Brudenell Social Club in Leeds.
Simeon has been using Feed for a little while now. I love the insider insight he gives into his life, work and process to his followers online - which works really nicely alongside a tool like Feed.
Some examples of what I mean:
- Long-form live videos where he talks about and performs his music, creating the sense of an intimate gig/concert.
- Shorter live performance clips.
- Videos of other musicians covering or improvising on his music.
- Nerdy studio/equipment type posts.
This approach is reflected in great ad results. His best performing ads - like the post below - are really effective at engaging people on Facebook & Instagram (with cost per engagement well under £0.01) and also driving people to listen to his music on platforms like Spotify (cost per click around the £0.03 mark).
As a result, Simeon's engaged audience has been growing. These are people who know about him, have engaged with him before... but might not follow him yet. Nurturing the relationship with these people and keeping the conversation going is really important, and can be achieved through retargeting.
... which in turn translates to steady progress in growing social and streaming followers.
This lays the groundwork for running conversion campaigns, aimed at growing income from your biggest supporters through things like ticket, record and merch sales.
Simeon participated in Feed's conversion ads trial with the goal of selling (physical) records on his website to his most engaged supporters. He saw a ~4.5x ROAS on ad spend... in other words, by spending £100 on Feed’s conversion ads he would be expected to generate £450 of record sales.
These results are super encouraging. Why? Because they show for it's possible for musicians to:
- find new audiences, and grow a following,
- nurture and build those relationships over time,
- and earn income from their biggest supporters.
This is exactly why we're building Feed! We want to empower musicians everywhere to grow their creative businesses under their own steam.
Want to try it out? Get in touch!