Wojtek is a neoclassical artist and composer who is Poland-born but based in Berlin. The goal for his debut album Atmosphere (released via The Orchard Artists Services) was to keep it carbon neutral and to inspire others through the campaign to reduce their own emissions and raise awareness around the climate crisis.
In the production phase, the album was recorded at Baltic Studios in East London – a studio that uses renewable energy to power the studio. Any remaining emissions from composing, mixing and mastering were compensated through the purchase of Renewable Energy Certificates.
Additionally, the album was distributed solely digitally to eliminate waste, and promotion assets were done largely by using already existing materials. A music video was also created from exclusively repurposed video footage donated by fellow artists and creators. This also enabled an increased reach months before the release. The team turned to The Orchard’s family of artists and labels, as well as fellow artists and creators who engage in planet positive activations.
In conjunction with the new album, Wojtek launched a CO2 tracker that shows the CO2 emissions produced behind each aspect of the recording and production process. Wojtek’s website is an interactive infographic that both draws back the curtain on the whole process of producing Atmosphere and provides a few planeteer pro-tips to inspire musicians and listeners to consider their carbon footprint and how they can neutralise it.
For example when exploring parts of the website – e.g. “distribution” section – one can learn that streaming on a mobile device generates 30% less emissions than a desktop app. As an additional part of the campaign, Wojtek has also been sharing #planeteer #protips on TikTok to inspire others.
The artist and his team’s aimed at raising awareness about the climate crisis, to inspire and engage fellow artists to opt for sustainable solutions in their business models and prove that even a debut artist can make a difference.
• Over 30+ media publications including Music Ally, Clash, Electronic Beats, When The Horn Blows, Yuck mag, NOIZZ, Newonce, Sveriges Radio, and more.
• Wojtek and his manager held a seminar about recording and producing a carbon neutral album at Reeperbahn 2020.
• Collaboration with Keychange 2.0. programme – sharing tips and available solutions for recording and producing music carbon neutrally.
Reach of the campaign:
sourcing materials for the video ensured outreach to over 40+ labels and management agencies globally.
Live plays an instrumental role: with advertising and social media campaigns, we focused on activating his IRL audience and gaining new active listeners. The results were 140k impressions which, given the genre and size of the artist, is a result worth mentioning.
TikTok:
Wojtek’s TikTok profile is focused on sharing pro-tips for “planeteers”: we grew his engagement from 0 to 4k+ likes on stories, top video reached over 42k views.
Overall growth of social media following:
approx. 30% (active, engaged fans across his Instagram and Facebook profiles). DSPs results:
• Over 100k in first week of streaming
• Playlist support: Classical X, Kopf kino, Loops, Ambiente (plus cover) which is impressive for a neoclassical debut artist.
Ad results
‘Golden’ (single): Facebook and Instagram performance: 21,053 impressions / 310 website clicks 2,157 video views (10.25% video view rate)
Atmosphere (album): Facebook & Instagram performance: 118,399 impressions / 3,135 engagements 1,616 website clicks 25,615 video views (21.63% video view rate)
Over 139k impressions for advertising Engagement over 2.5% Over 27k video views
Project Budget
Demographics
