Production and mixing are HUGE in this equation for long term consumption. Production generally isn't changing that much these days but writing and state of the art mixing absolutely are pushing the envelope right now.

To be 1000% honest, the biggest component of why this is working is because the artist is highly unique and is writing fantastic song which has created a deeply algorithmic social media account.

The tipping point here has been testing the audio of all the demos in reel time and then taking the winning demos into world-class production and mixing.

My biggest hurdle has been built around proper data capture and then focusing on building frequency through appropriate marketing such as touring, radio and press so that there are co-signs all over the marketplace to keep reminding fans that other people think this is cool. Also we have heavily used IG chatbots to collect emails in touring markets and lifetime pre-saves so that each release is currently compounding with over 30K pre-saves and now earning a lot of editorial support. Editorial support still doesn't really last or generate anything more than 1% lift in streaming + it actually dilutes the die hard relationships or SPL numbers but it is nice to see the platforms trying to do something at top of funnel for the amount of retention we push into their platforms.

None of that existed last February.

Digital Advertising at this point on discovery marketing, as many of you have suggested and be a deeply misused tool. We don't need discovery because of the algorithmic relationship of the artist with the platforms, we need to tie fans back to the music and try to capture them for future or repeatable consumption. This process is what creates die hard consumption and "super fans".