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The Now - Case Study Completion Punch List

Hi team! We're putting together a case study for The Now's campaign with Barely NYC. Below is what we have so far and what we need from you to complete it.

✅ What We Have (Verified Data)

Metrics

  • Before (March 2025):

    • Monthly listeners: 1,347
    • Monthly streams: 3,898
    • Spotify followers: 1,358
    • Monthly revenue: $16
    • Email subscribers: 15
    • Instagram followers: 7,207

  • After (October 2025):

    • Monthly listeners: 19,669 (1,360% growth!)
    • Monthly streams: 58,708
    • Spotify followers: 1,724
    • Monthly revenue: $1,059 (6,519% increase!)
    • Email subscribers: 35
    • Instagram followers: 7,855

Investment

  • Service fee: $5,750
  • Ad spend: $12,829
  • Total: $18,579

❓ What We Need From You

1. CHALLENGE DESCRIPTION (Review & Edit)

Our draft:

"The Now had just released their debut album "Too Hot To Handle" - recorded at Real World Studios with Grammy-winning producer Oli Jacobs - but were stuck at around 1,000 monthly listeners. Despite strong local support in South Wales and sharing stages with legends like Placebo and Noel Gallagher, they couldn't break beyond their regional fanbase. They needed to build sustainable momentum for the album and expand their reach across the UK and into Europe."

Question: Does this accurately capture your situation before working with Barely? Any edits or additions?

2. STRATEGY ✅ (Updated with actual campaign details!)

Final strategies:

  1. Progressive Campaign Building - Started with playlist.spark campaigns to build initial listeners, then layered in ig.spark to amplify organic content, followed by retargeting warm audiences with charge campaigns.

  2. Playlist Strategy - Built your "ON THE ROAD" alt-rock playlist to 7K followers, creating a sustainable discovery channel for new fans.

  3. Track-Specific Push - Focused campaigns behind "Get Out" drove major Discover Weekly placement, accelerating toward 225K streams.

  4. Free CD & Merch Launch - Launched "pay what you want" CD campaign with autographed copies, converting engaged listeners into paying fans.

Question: Does this accurately capture the strategy? Any edits?

3. TIMELINE ✅ (Updated with actual month-by-month data!)

  • Months 1-2: Launch playlist.spark campaigns → 2,241 → 4,187 listeners
  • Months 3-4: Add ig.spark to amplify organic content → 4,187 → 10,230 listeners
  • Months 5-6: Launch retargeting (ig.charge, spotify.charge) → 10,230 → 12,767 listeners
  • Month 7: Discover Weekly boost for "Get Out" → 12,767 → 26,044 listeners
  • Month 8: Launch CD/merch campaigns & gig promotion → 26,044 → 19,669 listeners

Question: Does this timeline look accurate?

4. KEY RESULTS ✅ (Updated with playlist + Discover Weekly wins!)

  1. 1,360% growth in monthly listeners (1,347 → 19,669)
  2. Monthly revenue grew from $16 to $1,059 (6,519% increase)
  3. Built "ON THE ROAD" playlist to 7K followers
  4. "Get Out" accelerated toward 225K streams via Discover Weekly
  5. Launched successful "pay what you want" CD campaign
  6. First month of gig promotion generated $234 in ticket sales

Question: Any other wins to add or edits to make?

5. TESTIMONIAL (MOST IMPORTANT!)

Our draft for your approval:

"We'd just released our debut album and were stuck at 1K listeners despite all the work we'd put in. Barely's approach was completely different from anything we'd tried - data-driven campaigns that actually built a real fanbase. The free CD campaign brought in genuine fans who actually showed up to gigs and bought merch. Going from $16 to over $1K in monthly revenue showed us this could actually be sustainable."

Options:

  • A) Sign off on this as-is
  • B) Edit this draft
  • C) Write your own from scratch (preferred if you have time!)

Attribution:

  • Should this be from a specific band member (e.g., "Shane Callaghan, The Now") or just "The Now"?

6. SOCIAL MEDIA LINKS ✅

All set! We have:

📋 Summary

WE'VE FILLED IN ALMOST EVERYTHING! Here's what's left:

CRITICAL (Only 1 thing!):

  1. Testimonial quote - Review our draft and either:
    • A) Sign off on it as-is
    • B) Send edits
    • C) Write your own

OPTIONAL (But would be great!): 2. Review the challenge description - does it sound like you? 3. Any other wins we missed? 4. Should the testimonial be attributed to a specific band member?

Next Steps

  1. Review this document
  2. Fill in what you can
  3. Send back to Adam
  4. We'll finalize the case study and get it live on barely.nyc

Thanks for your help making this case study authentic and compelling! 🎸

— Adam // Barely