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ICONIC

DIGITAL FOR LEGACY ACTS

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MOLEDRO (MO-LED-RO) - A FEELING OF RESONANT CONNECTION WITH SOMEONE YOU HAVEN’T MET. LIKE SEEING A PILE OF STONES LEFT BY EXPLORERS SHOWING YOU A HIDDEN PATH THROUGH UNFAMILIAR TERRITORY.


DIGITAL. SOCIAL. INFLUENCER. D I G I TA L F OR L EGACY ACTS 04. 08. 10. 12. 20. 22.

FOUNDERS OUR EXPERIENCE LEGACY LANDSCAPE OUR SERVICES W H Y D I G I TA L ? WHY MOLEDRO?

CASE STU DI ES 24. CHRIS REA 3 0 . A N A S TA C I A


Thank you for taking the time to read more about our agency and our work with legacy acts. THE MOLEDRO EFFECT Our name means resonant connection; a sense of connection to someone you’ve never met, often someone in a different time and place. Most of us aren’t lucky enough to have met our musical heroes but that doesn’t stop us from feeling strongly connected to them. As the providers of the soundtracks to our lives, their music has the power to instantly transport us to a particular time and place. In that sense legacy acts are the masters of the Moledro effect and that’s one of the main reasons we love working with them. LEGACY & DIGITAL: A POWERFUL COMBINATION We’ve seen firsthand how committed the fanbases of legacy acts are and how powerful digital is as a tool to renew and maintain the connection between legacy acts and the fanbases they have built up over the years. It’s a myth that digital is only for new acts. HOW WE CAN HELP So whatever your objective; whether it’s exploiting an artist’s back catalogue, repositioning with a younger audience, selling merchandise, promoting a new release, selling tickets or something else; we have the skills and experience to help. If you have any questions please don’t hesitate to get in touch to find out more. Thanks Chris O’Gorman Director, Co-Founder


CHRIS O’GORMAN Director

Chris is an award-winning digital strategist who leads service delivery for Moledro. Supported by Moledro’s team of Digital Consultants, Chris delivers innovative digital campaigns for clients in the UK, Europe and North America. CAREER HIGHLIGHTS

Head of Digital at Capitol Records, one of the UK’s most successful labels Digital Marketing Manager at Sony Music Website Editor/Head of Social Media at the MOBO Awards Numerous industry awards and ‘firsts’ Digital campaigns for Sam Smith, 5 Seconds of Summer, One Direction, Little Mix, Olly Murs, Labrinth, Jennifer Lopez, Il Divo, Beck, Train, Karen Harding, Chris Rea, Anastacia, Kaiser Chiefs and many more

PROUDEST ACHIEVEMENT

Being featured in a BuzzFeed article after a very public miss-timed high-five with Taylor Swift


JAMES WEBSTER Director

James heads up Moledro’s business affairs and client relations. CAREER HIGHLIGHTS

Qualified Solicitor (non-practising) Lawyer at UK’s top employment and media law firm (Lewis Silkin) and international firm Eversheds Business advisory at global financial services firm PwC Consultant/professional advisory roles with M&S, Hon. Society of the Middle Temple, Royal Institute of International Affairs and many more

PROUDEST ACHIEVEMENT

Completing the business quadruple of having worked as an accountant, lawyer, consultant and entrepreneur


OUR EXPERIENCE


LEGACY ACTS:

THE DIGITAL LANDSCAPE

OFTEN UNDERSERVED BY LABELS MYTH THAT OLDER DEMOGRAPHICS DON’T USE SOCIAL MEDIA LOYAL FANBASES HUNGRY FOR CONTENT SOCIAL MEDIA OFTEN NEGLECTED UNTIL THERE IS SOMETHING TO SELL


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OU R S E R V IC E S SO

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LT AN CY SU N CO IA M ED AL CI SO • •

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•S AL CY T N I A T G I SUL N •D O LC A T I ETING K • DIG R A M AIL M E / M • eCR

• WEBSITE / eCOMMERCE • PLAYLIS T PLUGG ING / CU RATION • INFL UENC ER OU TREAC • FUL H L CA M PAIG • IN N MA FLU NAG ENC •S EMEN TR ER T CO EA NSU MI NG LTA NC CO Y NS UL TA NC Y

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DIGITAL ADVERTISING

Running digital advertising to promote a new merchandise line and reporting back on results

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TIMELINE PLANNING

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Planning a digital marketing timeline to promote a new album and/or tour

WEBSITE / eCOMMERCE Reviewing your digital / eCommerce presence and advising you on how to maximise its impact


Managing all digital marketing aspects of an album, tour or merchandise campaign

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CAMPAIGN MANAGEMENT

STRATEGY / CONSULTANCY Advising on how to market an artist’s back catalogue on streaming platforms (Spotify, Apple Music etc)

Advising on updating an artist’s digital presence (e.g. website, social media channels) Advising an artist on how to use digital to sell merchandise or other products (e.g. clothing lines etc) M O L E D R O D

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SOCIAL MEDIA CONSULTANCY

Advising on how an artist can use their social media channels to grow/engage their audience and promote their music/merchandise

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TRAINING / COACHING

Training artists/managers on social media to help them get the most out of it


SOCIAL MEDIA MANAGEMENT

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Running an artist’s social media channels on a day to day basis

CRISIS MANAGEMENT Helping you deal with the social media aspect of negative publicity

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PLAYLIST PLUGGING

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Promoting a new single or back catalogue to Spotify playlist owners

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PLAYLIST CURATION

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Curating artist playlists (to engage with fans, as part of a brand partnership and/or as a social media initiative)

INFLUENCER MARKETING

Reaching out to social media influencers across key platforms to enlist influencer support to promote an upcoming tour, release or product launch M O L E D R O D

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L ? A T I G I D MD

WHY

W HY D I GI TAL ?

WHAT ARE THE BENEFITS OF MOLEDRO DIGITAL?


MD

BENEFITS

RE-ENGAGE & MANTAIN REGULAR CONTENT WITH FANS (FROM LAPSED R E- E N GAGE & MAIN TAIN R EG UL AR TO SUPERFANS) CONTACT WI T H ACTIVE FAN S & IN T R ODU CE MUS IC TO N EW FAN S

GET INSIGHT INTO FAN DEMOGRAPHICS & WHAT ARE SAYING

GET IN SI GHT I NTO FAN DEM , BEH AVIOUR & AOGRAPHI PLATFORMCS TO DRIVE SALES OF SENT I MENT

MUSIC, MERCHANDISE, TICKETS & (IF APPLICABLE) AN ARTIST’S VENTURES

DR IVE SAL ES/STR EAMS OF ARTIST ’ S M U SDIGITAL IC , T I CKETS , MER CH ANSOCIAL DIS E & ADVERTISING ON OT H ER PRO D U CTS

MEDIA CAN BE HIGHLY TARGETED & COST-EFFECTIVE

M ONET I SE ART IST ’ S BACK CATA LO GU E & S OCIAL MEDIA INTRODUCE CATALOGUE TO NEW AUAU D IENCE / FAN BAS E

DIENCES

POTENTIALLY LUCRATIVE DIGITAL EXPLORE DI GI TAL PARTN ERS H IPS WITH BRANDS WITPARTNERSHIPS H BRANDS OFTEN MORE COST-EFFECTIVED THAN D IG ITAL AD S HIG H LY TAR G ETED & TRADITIONAL MARKETING MO R E CO ST EFFECTIVE TH AN T R A D I T I O NA L ADS

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WH Y MOLE DR O ? AWAR D - W I N NI N G E X P ER I E NCE E X P ER I E NCE W OR KIN G W I T H ACTS O F ALL G E N R E S & A LL S TA G E S O F D EVE L O P M E N T TRACK R E COR D OF R ES ULT S & ‘ F I R S TS’ FLEX I B L E & E A SY ACCE S S TO T O P L E V E L D IGITAL E X P ERT I S E AT C OM P E TI TI V E R ATE S P R OFE S S I O NAL, D OW N - TO- E ARTH A P P ROACH


OBJECTIVES

RE-ENGAGE SIZABLE, BUT UNTAPPED FAN BASE GROW SOCIAL FOLLOWING & INCREASE ENGAGEMENT LAY GROUNDWORK FOR FUTURE PROJECTS

STRATEGY

TARGET CORE DEMOGRAPHIC 40-60 YEAR OLD MEN & WOMEN IN THE UK, GERMANY, USA & EASTERN EUROPE LEVERAGE BACK CATALOGUE TO PROMOTE FUTURE PROJECTS FACEBOOK LED WITH SECONDARY FOCUS ON TWITTER & INSTAGRAM


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UTILIZE EXTENSIVE CONTENT ARCHIVE


INTRODUCE REGULAR FAN FEATURES TO PROMOTE ENGAGEMENT

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POPULATE DORMANT SOCIAL CHANNELS


CAPITALIZE ON TRENDS, EVENTS & TOPICS

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SOCIAL MEDIA ACTIVITY DROVE 30k+ CLICKS TO RETAIL & STREAMING IN LESS THAN A MONTH

FACEBOOK PAGE

REACH INCREASED TO A MONTHLY AVERAGE OF

90K PURELY VIA

ORGANIC CONTENT


WEEKLY REPORTS ON ALL SOCIAL

CHRIS REA FACEBOOK PAGE OUT PERFORMED PAGES OF

SIMILAR ARTISTS

WITH LARGER FAN BASES


‘HAPPY ON THE ROAD’ YOUTUBE LYRIC VIDEO


‘LAST TRAIN’

YOUTUBE LYRIC VIDEO

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OBJECTIVES PROMOTE WORLD TOUR

PROMOTE ALDI BRAND PARTNERSHIP PROMOTE NEW STUDIO ALBUM

STRATEGY

ENTERTAIN & ENGAGE EXISTING FANS REACH OUT TO CASUAL & POTENTIAL FANS EVENTISE NEW PRODUCT LINES & LIVE TOUR


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S OCI A L ME DIA S TRAT EGY & EX EC U TIO N C REATION OF S O C IA L MED IA C O NTEN T P LAN S , A NALYTIC S & REP O RT ING K EY D IGITA L & S OC IA L MED IA MESSAGING PR OMO TING L IVE E UROPE A N TOUR DRI VI NG TICKE T S A L ES & VIP U P GRA D E PACKAGE S S OCI A L ME DIA A C T IVATIO N T O A N N OU NCE & LA U NC H NEW A L BU M ‘EVO LUTION’ DRI VI NG PR E -OR D ERS & A L BU M S A L ES S OCI A L ME DIA A C T IVATIO N T O A N N OU NCE & LA U NC H EX C L U S IVE A N ASTAC IA C LOT H ING L INE FAN ENGA GME NT A C TIVAT IO NS , C OM PE TITIONS & U GC GRAPHIC DE S IGN , VID EO C O NT ENT & B RAN D A S S E T CREATIO N


MOBILE PHONE TOUR & VOTE APP


SPOTIFY

PLAYLIST CURATION

LINKING WITH EVENTS E.G. PRIDE

‘EVOLUTION’ YOUTUBE AUDIO ALBUM SAMPLER


SONG

LYRIC IMAGES &

VIDEOS CREATED FOR SOCIAL

CONTENT


DIGITAL. SOCIAL. INFLUENCER. CONTACT US

I F Y O U HAV E ANY Q UES TI O NS , P L EAS E DO N’T HES I TATE TO GET I N TO UCH TO F I ND O UT M O R E

WWW.MOLEDRODIGITAL.COM

INFO@MOLEDRODIGITAL.COM

@ mo ledro digit a l

Moledro Digital - Digital for Iconic/Legacy Acts  

Digital Agency specialising digital, social and influencer campaigns for iconic/legacy artists. Case studies include Chris Rea and Anastacia...

Moledro Digital - Digital for Iconic/Legacy Acts  

Digital Agency specialising digital, social and influencer campaigns for iconic/legacy artists. Case studies include Chris Rea and Anastacia...

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