About LaNell Grant

LaNell Grant is a producer and rapper from Houston who embodies musical innovation. With her dynamic sound and production, she brings a fresh, unforgettable presence to the music industry.

Despite initially having fewer than 5,000 monthly listeners on streaming platforms, LaNell soared to new heights by leveraging curated content and rewarding her fans with exclusive access points like unreleased music tracks and virtual meet and greets. This strategy not only strengthened her connection to her most loyal fans, but it also generated over five figures in revenue within a week of her release on EVEN. LaNell’s success story is an inspiring blueprint for emerging artists who want to achieve similar results.

THE MESSAGE

Just like any major release roll-out, creating compelling messaging around your EVEN debut is key.

Here’s how to engage your fans and make your EVEN campaign a success:

Timing: Start your social media promo up to two weeks before your EVEN release. Follow LaNell’s lead and avoid mentioning your DSP release. This keeps fans focused on getting first access to your exclusive EVEN release.

Create and schedule your content to keep fans engaged throughout the campaign. You can tease the new music, do a countdown to the release date, or gradually reveal a new access point daily. A strategic, well-planned marketing strategy keeps fans engaged and excited for release day.

THE ACCESS

Access points are the best way to reward fans for buying the music early and directly from you. When they buy your release on EVEN, it’s like why people still love going to the movie theater to see a film featuring their favorite actor. They could always wait to watch the movie on streaming services, but doing so would mean they would miss out on the buttery popcorn, large HD screen, contributing to the movie’s opening weekend success, and joining in on the initial hype on social media.

When choosing your access points, LaNell shows you how to break it down into three categories:

Exclusive Music

Offer early access to unreleased tracks.

Use bonus tracks to build the hype around your campaign. Make your fans feel like VIPs by offering unreleased tracks they can’t get anywhere else. They can stream the music as much as they want and sing your praises.

Releasing early on EVEN is also a great way to identify your lead tracks before your DSP release.

Direct Connection

Create memorable experiences for fans.

Fans want to connect directly with their favorite artists. You can do this by hosting virtual listening sessions, meet and greets, and other exclusive experiences they can’t easily access anywhere else.

Research your fans and get to know them to create experiences they would love.

Limited Edition Merch

Give fans ways to show off their fandom.

Imagine this: it’s 15 years from now, and a fan proudly pulls out a limited edition item from you at a family dinner. They tell the story behind the merch, reminisce about the moment they got their hands on it, and how you’re still one of the best artists alive.

Exclusive items like these allow fans to show off their love of your music for years to come. Even small, well-designed items like stickers can strengthen fan loyalty and spark conversation.

LaNell created a limited edition t-shirt featuring a popular lyric from her latest album. This gave fans a tangible way to show off their support. Plus it created a lasting connection with her music.

POST-RELEASE PLAN

Leverage Data to Spread the Word During Your Campaign

As soon as fans start buying on EVEN, you get full access to their data. With EVEN’s analytics tools at your fingertips, you can track your campaign’s success and gain valuable insights into your audience. From who your top spenders are, to their contact information, and your total number of fans. But here’s the game-changer: it’s all about how you use that data to connect with fans on a whole new level.

Let’s say you review your analytics, identify your top 3 spending fans, and give them a shoutout on social media. This can make their day while also encouraging other fans to go hard for your music and pay more.

When you’ve got a direct line to your fans and their data, the possibilities are endless.

Keep Up the Momentum After Dropping the Release

Stay engaged with fans post-release by keeping them in the loop on upcoming merch drops, live shows, and new music in the works. Maintain that momentum with continued interaction and support on EVEN.

LaNell mastered the art of engaging with fans both during a live release campaign and in between release projects. And with the fan data you exclusively get on EVEN, you can create text and email marketing campaigns weeks in advance. Say goodbye to the stress of last-minute release campaigns.