After a long absence, UK drum & bass legend Kove returned to the scene with a brand new EP, ‘In From The Cold’, with the lead single ‘Ain’t No Love’, released on UK-based label Drum&BassArena, which has a 20-year history of championing all things drum & bass.
The goal of the campaign was to raise awareness of both the artist and label. The team utilised the latest Facebook functionality to drive people to Spotify via an in-house early-access app, Drum&BassArena Family, giving them early access to the new release. The process was triggered by posting a teaser video of the lead single on the Drum&BassArena Facebook, encouraging fans to comment on the post to guess the artist. We then used the ‘Acquire from Comments’ functionality by Chatfuel to then trigger the Facebook Messenger bot. This then prompted sign ups to join the Drum&BassArena Family.
With over 50k views, 1k reactions, 500 comments and 78 shares – the post resulted in a 60% acquisition rate to the bot. The bot sign ups were then messaged later with links to the EP release.
• Data: successfully collected detailed demographic data of new members of the Drum&BassArena Family community
• Unique engagement: through Facebook messenger bot and #Family moments was very impactful and had a tangible commercial output
• Charts: No. 10 in Shazam UK dance chart, #5 on the Radio 1 Dance Anthems chart, In the BBC Radio 1 Specialist Dance Chart and #8 on Music Week Cool Cuts chart
• Radio: Over 80 key radio plays across the world including Radio 1 and particularly by tastemaker DJs such as Annie Mac, Danny Howard, Pete Tong, and Mistajam
• DSP Promo – great promotion across Spotify, Apple Music and Beatport
• Streams: Added to the popular Massive Drum & Bass official Spotify playlist, as well as over 40 sports playlists across Spotify and Deezer.
• Sports Stadiums: ‘Ain’t No Love’ playlisted for football and other sports stadiums
• Sports Radio Successfully added to talkSPORT soundbeds with a potential reach of over 3m
• Press: The several press premieres, interviews (YourEDM, Earmilk online, and cover printed features in DJ Times and FAZE Magazine) and exclusive Beatport Studio Session. This included a “In The Studio” livestream across the Facebook pages of Beatport (1.6m followers), Kove and Drum&Bass Arena simultaneously. This reached over 20k views within 15 hours.
• YouTube: making use of the close relationships with fellow bass channels like UKF and Skank & Bass, Kove’s return was amplified and the release reached its core target audience.
• Successful: As an independent label with a modest budget for the release – the team achieved the goals set out by artist and the label. Streams and sales figures are still coming in; however, in terms of the hugely positive feedback from press, DJs, curators and fans alike, the campaign has been a resounding success.
Project Budget
Target Age Groups
Demographics
