Artist: SAIMING
Platform: Spotify
Campaign Duration: 12 Months (May 2024 – May 2025)

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🎯 Goals at Campaign Start

• Scale Spotify monthly listeners from 12,000 to over 300,000
• Drive consistent engagement across releases (saves, streams, follows)
• Land placements in key editorial + niche playlists
• Build a sustainable international presence and fanbase

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📊 Initial Metrics (May 2024)

• Monthly Listeners: 12,000
• Followers: ~3,500
• Top Track Streams: Under 25K across all songs
• Playlist Placements: Less than 3 minor user-curated playlists
• Save/Add Rate: ~2% of total streams

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🔧 Strategic Campaign Overview

1. 🎵 Consistent, Smart Release Schedule

• Deployed a well-paced release cycle (new single every 6–8 weeks) to trigger Spotify’s Release Radar and keep fans engaged.
• Highlight projects like “what’s the alternative?” and singles “LMNO”, “WOOF MEOW”, and “know us.”

2. 📣 Targeted Playlist Outreach

• Built strong relationships with 100+ playlist curators in alt-rap, UK experimental, chill-hop, and electronic-infused genres.
• Secured placements in over 20+ playlists, including a few editorial placements by Spotify.

3. 📲 Paid Media + Spotify Marquee

• Invested in Marquee campaigns at every new release, helping drive post-release engagement by targeting existing listeners and new fans.
• Supplemented with Instagram, Reels, and YouTube Shorts ads showing studio sessions, performances, and behind-the-scenes content.

4. 🌍 Geo-Focused Growth

• Focused expansion in UK, Australia, Netherlands, and South Africa top Spotify listener regions based on early data.
• Ads and playlist targeting followed geo-performance metrics.

5. 🧠 Branding & Fan Engagement

• Crafted a consistent artistic identity genre-bending sound, deep lyrics, and strong visual themes.
• Encouraged fan interaction via exclusive content, lyric snippets, and save-to-unlock perks on social media.

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📈 Results After 12 Months

Metric	May 2024	May 2025	Growth
Monthly Listeners	12,000	355,000+	+2,858%
Total Streams (All-Time)	~15,000	15M+	+99,900%
Followers	~3,500	19,800+	+465%
Playlist Placements	<3 minor	20+ placements (incl. editorial)	6x+ growth
Save/Add Engagement Rate	~2%	~9.5%	+375%
Most-Streamed Track (“WOOF MEOW”)	~5K	5.6M+	Core anchor track

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🔥 Key Wins

• “WOOF MEOW” became a viral track, boosting algorithmic placements across Discover Weekly and Radio.
• SAIMING’s live and visual content strategy on social channels significantly drove pre-save and follow rates.
• Reels and Marquee campaigns drove low-cost conversion rates and were scaled gradually with each release.
• Canvas engagement helped reinforce branding and increased track saves from passive listeners.

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🧗‍♂️ Challenges Tackled

• Limited Initial Traction: Had to build momentum from a nearly cold start. Focused on playlists, visuals, and CTA-heavy canvases.
• Genre Fluidity: Navigated the challenge of categorizing SAIMING’s unique sound by identifying micro-niche audiences.
• Saturation: Worked around market competition by positioning SAIMING as a standout visual and live performer.

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🧠 Final Insights

• Consistency = Credibility: Regular, well-branded releases signaled professionalism and drew Spotify’s algorithmic attention.
• Small Playlists, Big Impact: Micro-playlists with loyal listeners often drove higher retention than major editorial slots.
• Organic + Paid Combo: Leveraging both short-form content and Spotify Marquee created a balanced, scalable funnel.
• Fan-Centric Messaging: “Save to support the next release” messaging increased action-based loyalty from casual listeners.