Raby Music
Raby Music was crafted to embody the essence of 'wizard-pop' — a fusion of genre-bending music rooted in a low-fi 80s aesthetic. This distinctive style permeated every aspect of a multi-national digital marketing campaign leading up to the release of the 2017 album, Nudibranch.
The Outcome
The Challenge
Navigating the male-dominated music industry as a female musician and solo producer presents unique challenges. When I transitioned to using my last name, Raby, as my stage name, I lacked significant recognition. Additionally, being in my remote hometown to care for my grandparents limited my ability to perform publicly unless I traveled.
The Role:
I took charge of all aspects of my personal branding and promotional materials, spearheading an extensive Facebook campaign to cultivate social proof and increase page likes.
Subsequently, I devised an email marketing strategy targeting my most devoted fans for support and funding.
Throughout the album's production, I shared songs and videos exclusively with my private fan base and sponsors, igniting anticipation for the release and bolstering brand recognition.
Naturally, I also handled the creation of all the music, recording, promotion, and album artwork.
With just a $300 ad investment, coupled with a straightforward animation and a snippet of my crowd-favorite pop track "Paper Doll," I meticulously crafted an A/B testing strategy and my Facebook page evolved into a vibrant community hub for super fans.
In less than two months, the Raby Music Facebook Fan Page, now Raby Creative, soared to over 30,000 likes, signaling a rapid surge in my fan base. Now, my following grows organically, garnering an average of 10-20 likes per week.
Bolstered by the substantial following on my Facebook page, agents secured my bookings on prominent stages at festivals like Lightning in a Bottle, Envision Fest, Art Outside, and SXSW, among others. I've graced stages captivating over 16,000 attendees and embarked on tours across the American festival circuit, establishing myself as a solo female producer and performer.
Additionally, I embarked on a tour with Lagunitas Brewing Circus, gracing main stages in Petaluma, Chicago, and Seattle, accompanied by a talented troupe of backup dancers, further amplifying the electrifying experience for audiences.
I financed the production of my debut album, 'Nudibranch,' leveraging our social media strategy. The album's sales surpassed $5000, covering production costs and then some.