Lovelytheband’s "Broken"


Lovelytheband’s "Broken"

Radio Promotion Digital Marketing Playlist Promotion

300%

In 4 Months

Boosted Spotify streams by 300% in 4 months through innovative radio campaigns and viral social strategies.

Get These Results

Background

Lovelytheband , an emerging alternative band, sought to make their track “Broken” a defining anthem of 2018. While the song resonated with early fans due to its relatable lyrics and infectious melody, it needed a focused campaign to break into mainstream awareness and dominate the alternative space.

Challenges

1. Standing out in a crowded alternative music scene.
2. Securing consistent spins on competitive alternative and mainstream radio stations.
3. Converting organic buzz into measurable streaming milestones.

Our Strategy

To address these challenges, a robust and layered strategy was executed:

Radio Promotion Campaign

Broken” is a multi-format hit. It was playing on Pop, ALT, AAA, Hot AC, AC radio all at the same time.

Digital Marketing and Playlist Promotion

Launched relatable and interactive social media campaigns featuring fan-generated content. Focused on partnerships with influencers to reach alternative and pop crossover audiences.

Execution

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Marketing

Encouraged fans to share personal takes on Broken’s lyrics, ran targeted ads for fans of The 1975 & Foster the People, and collaborated with TikTok creators for challenges and story videos.

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Playlist Promotion

Landed placements on Chill Hits, Feel-Good Indie, and Alt NOW, building momentum for top-tier spots on Today’s Top Hits and Alternative Beats.

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Radio Promotion

Secured steady airplay on alternative and indie stations, focusing on college and breakout markets. Expanded to crossover stations, engaging key DJs and tastemakers.

Results

Over 150 million Spotify streams within 8 months.

Radio airplay reached 30M+ listeners across 50+ alternative and crossover stations.

TikTok engagement skyrocketed, with over 500K user-generated videos using the song’s audio.

The song climbed to #2 on Spotify’s Global Viral 50 chart and trended on Apple Music’s Pop charts.

Peaked at

#1

On Billboard Alternative Songs chart.

Following increased

1.5M

Social media following increased by 1.5 million across platforms.

Biggest Hit

#2

Named the 2nd biggest ALT song of All time.

The track received RIAA 3X
Platinum certification.

One from the Billboard

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