Case Studies @kensmccarthy
Hidden Gem / Under 5k series
The challenge:
I wanted to highlight underground artists that I thought had talent and deserved to blow up.
The strategy:
The hook "Artists with less than 5k monthly listeners who are killing the freaking game" positioned the artist as someone with talent, but not yet discovered, which makes the audience feel like they're in an exclusive, "before any one else knows" club.
The execution:
A talking to camera piece featuring the hook, a brief description about the artist, and a clip of a song of theirs.
Why it worked:
People like to feel like they're the first to be in on something. It also attracted a new audience I wasn't expecting: artists and bands who wanted to be featured on the series.
Results:
With this series alone, I've gained over 30k followers over the last year.
My Role:
Strategy, research, concept, script, production, editing, publishing, community engagement.
