Case Study:

midnight dive

The Brief…

Dream-pop singer-songwriter midnight dive (stylized in all lowercase) required assistance in promoting her new single to the press and establishing a more cohesive online presence in anticipation of increased attention.

  1. Audit

It all began with an audit of midnight dive’s reputation online and in traditional media.

Traditional
3 press coverages

3 positive reviews

Online
3 positive results

0 negative results

6 unrelated results.

I conducted targeted research to identify key journalists, bloggers, and influencers who align with midnight dive’s genre and audience. This strategic outreach ensured the press release and media kit reached the right hands, increasing visibility and potential coverage.

2. Media List

3. Digital Strategy

  • Creating a dedicated mailing list generates a channel of targeted communication, fostering direct engagement with fans and press.

  • Creating a visual brand kit establishes a cohesive identity for midnight dive, ensuring consistent branding across all platforms.

  • Refining midnight dive’s website bio ensured a cohesive voice, seamlessly integrating past press reviews while setting the stage for upcoming media coverage.

  • Optimizing midnight dive’s website SEO improved search visibility, making it easier for new audiences and press to discover her music.

I crafted a compelling press release for the new single, “the graduate”. Highlighting key lyrical themes, artist intent, and media-ready narratives to maximize coverage.

Additionally, I designed a polished media kit featuring the full artist’s bio, press photos, past coverage, and essential links, making it easy for journalists and influencers to access key information.

4. Press Release + Media Kit