key campaign highlights

• Franky’s single, ‘Come Together’, dropped just ahead of the lockdown restrictions, and the track’s message immediately resonated with fans and industry alike as it encouraged people to come together and hold each other up. In order to play into this narrative, we created social content focused on this idea, sharing moments of community and ‘coming together’ and asking fans to share their own moments of ‘coming together’ with loved ones. Fans loved this idea, and led to us creating a UGC official music video showcasing videos of Franky’s audience with loved ones. The video was shared by fans from all over the world, leading to our highest week one stream count to date, and the video eventually hit over 700k views. We used the social and visual momentum to heavily push the track across radio and streaming, hitting over 10 million streams at Digital Streaming Platforms, and the track becoming Franky’s first single to be playlisted at BBC Radio 1, as well as being named as one of Annie Mac’s Top 20 Hottest Records Of The Year in her end of year round up. 

• Dance music listeners can be notoriously hard to crack on socials, as fans are traditionally less leant in than other music genres (such as pop). From the very start of working with Franky, we wanted to try and break this pattern, and worked with Franky to heavily lean into his personality on socials and share intimate, authentic social content documenting his music journey. This included content pieces about his life both in and out of music, which spanned everything from behind the scenes music content to humourous content about his life growing up on a farm. This content strategy led to a highly engaged fan base, with socials growing by 41% and to over 80k in the space of three years. Through seeing the response to this type of content online, we also brought this idea into other areas of Franky’s creative, and for his first UK tour created live artwork that showcased a blinged-up tractor giving a nod to his farming background, which bought his personality-driven approach to socials full circle in other areas of his creative and which fans picked up on and loved.

• Throughout lockdown, we were unable to play live, but Franky was determined to show the live side of his music, and we commissioned a series of livestreams filmed in creative and unusual locations. This included a stream of his new album from his father’s farm and an isolation studio party. Fans loved the concepts behind the videos, and it led to his You Tube growing by 17% through this period with all visuals also being shared to socials pushing up engagement across each social post by over 27%. This content also proved extremely useful in showcasing his live prowess to industry, and he went on to secure key slots at Creamfields, Miami Music Week, Glastonbury, Reading & Leeds and Elrow.