The challenge
Release promotion had to build momentum without flattening the music into repetitive announcements. The campaign needed to make one body of work feel expansive across an entire release cycle.
Lumy SocialLet’s talk ↗Concept case study · Demo client
Music · Independent artist
June Hollow
A release world that lingers after the last note.
Inside the campaign
Creative direction · Concept imagery
The brief
June Hollow is a fictional independent singer-songwriter concept rooted in cinematic folk and honest, close-up storytelling. Her audience comes for the songs and stays for the atmosphere surrounding them.
Our response
We created a visual and editorial system from three worlds: writing, performance, and aftermath. Lyrics, field notes, studio fragments, and live moments reveal the record gradually while each phase points toward a meaningful fan action.
The intended outcome
A cohesive release narrative designed to deepen emotional connection while increasing saves, shares, and streaming intent.
Scope
Release strategyVisual worldContent productionEditorial calendarFan journeyCampaign analytics
Reveal slowly
Treat the campaign like the record: tension, intimacy, and a reason to return.
Build the world
Connect studio fragments and visual motifs so every post belongs to one story.
Invite the fan
Turn attention into saves, shares, pre-saves, and deeper participation.
Illustrative results
What we would measure.
A demonstration of reporting, using modeled figures. These are not actual client results.
Release reach
Modeled launch-week lift
Save + share rate
On story-led posts
Streaming clicks
From social profiles
Modeled ROI
Fan value per campaign dollar
Your work belongs here
Ready to make
the feeling visible?
Start a project ↗Demonstration only. June Hollow is fictional and all metrics are illustrative; no client relationship or actual performance is implied.