The Challenge:

Big Trip’s “Sticks and Stones” was more than a song—it was a statement. But in an era where music content fades fast, Trip needed more than just a video drop. The goal was clear: position this release as a defining moment in his brand journey, reach new fans organically and through paid media, and increase streaming traction through emotional connection, digital strategy, and cultural relevance.

The Solution:

We launched a multi-layered music marketing campaign anchored by the “Sticks and Stones” video—a visual that blended grit, symbolism, and introspection.

Strategy pillars included:

• Targeted YouTube ad placements based on artist affinity (Jellyroll, KidRock, Post Malone) and engaged Country/Hiphop audiences

• Short-form content rollout featuring bar breakdowns, caption-ready quotes, and emotional hooks to drive Instagram Reels and TikTok discovery

• Visual storytelling that matched Trip’s brand identity—bridging street poetry with cinematic imagery to attract algorithmic and fan-driven attention

• Retargeting ads focused on converting viewers to Spotify listeners and followers, timed around peak engagement windows

We didn’t just boost a video—we turned it into a narrative touchpoint that moved people and pushed data.

The Results:

• 131K+ views (Between live from the woods and the official music video) on YouTube with 7.3% view-through rate via YouTube Ads

• 3.6x higher video shares than previous single campaigns

• +21% spike in monthly Spotify listeners in the first two weeks

• +12% save-to-stream ratio—indicating strong fan connection

• Over 500+ user-generated reposts, clips, and comments with consistent fan messaging:
  “This video hit different.”
  “Trip’s pen getting sharper every release.”