Projects
Projects
Over the past few years, I’ve had the chance to work on some really exciting digital marketing projects—from single and album releases to concert and event productions like showcases, tours, and festivals. I’ve also worked on launch marketing for small music businesses and new artists, helping them find their footing and grow their presence.
In these roles, I’ve used a mix of strategies, including digital ads, SEO, content marketing, email marketing, and publicity campaigns. Whether I’m running ads to boost an artist’s visibility, creating content that speaks to an audience, or helping a client solidify and grow their brand - I’m all about driving meaningful connections and delivering results that make an impact.
Lulo Music Group
Lulo Music Group is a dynamic record label founded by artists, for artists, with a mission to foster safe and inclusive spaces for diverse talent across Nova Scotia. Established in 2023 during my studies in the Music Business program, Lulo was built from the ground up in collaboration with my classmates.
The label provides global distribution through Canada’s leading distributor, Outside Music, and proudly represents Halifax-based indie pop-rock band Good Dear Good. Lulo’s operations were entirely funded through concert promotions and grant initiatives, including events and shows produced by the label.
In my role as Label Marketing Manager and Publicist, I developed and executed marketing strategies, managed public relations efforts, and contributed to building the label's presence within the music industry.
Publicity
During its operation, Lulo Music Group garnered notable press coverage from prominent outlets, including Global News Halifax, CBC Mainstreet Halifax, Billboard Canada - FYI Music News, and Exclaim!.
As Label Publicist, I spearheaded media engagement for Lulo’s launch, crafting compelling narratives that captured attention and secured widespread media interest. Following the launch, I focused on providing publicity support for Good Dear Good throughout the release of their debut EP, Arrival.
Notable Press Achievements:
Marketing Management
As Marketing Manager at Lulo Music Group, my primary focus was to build brand awareness for the label, promote events to fund ongoing initiatives, and drive growth for Good Dear Good across social media platforms and streaming services.
Streaming Growth
Through targeted strategies such as playlisting campaigns, digital ad campaigns on TikTok, Facebook, and Instagram, and implementing a waterfall release strategy leading up to the EP launch, Good Dear Good achieved remarkable results. From April to June 2023, the band experienced a total growth of 32,000 streams, a 220% increase in Spotify monthly listeners, and secured a top 10 placement on Apple Music's editorial playlist New in Alternative in April 2023.
Social Media Growth
To enhance the band’s social media presence, I solidified their branding through tools like mood boards and a branding dashboard, creating a cohesive identity. I developed and managed a comprehensive social media content calendar for pre- and post-EP release campaigns. Additionally, I launched Facebook and Instagram ad campaigns targeting lookalike audiences based on their existing fanbase. These efforts resulted in cross-platform follower growth of 1,800 in just three months (April to June 2023).
By combining these strategic initiatives, I successfully contributed to the band's growth and amplified their reach across digital platforms.
Tyler Mullendore
Born from the soul of Cape Breton soil, Tyler Mullendore blends rough and tumble roots rock with the electrified emotion of southern fried Americana. Tyler pays forward the heart-wrenching wistfulness of Bob Seger and the lyrical introspection of John Prine with a classic rock pulse that’s made all the more compelling by the remarkable band behind him.
With his debut EP “Time Heals Everything,” — the Canadian Idol finalist proves why he was awarded the top spot in eOne’s national “Big Break” songwriting competition.
Project Management
As Project Manager for Tyler Mullendore’s debut EP, Time Heals Everything, I oversaw a wide range of responsibilities, including distribution management (researching distributors, uploading songs and metadata, and editorial pitching), website design, marketing management, publicity, grant writing, content creation, social media management, and festival/showcase applications.
I developed a cohesive project and marketing plan that guided the EP’s release, ensuring all aspects of the campaign were executed effectively. When Tyler approached me, he had minimal digital presence—his social media pages were established, and he had released one song. My primary goal was to expand his social media following, increase streaming numbers, and drive growth in YouTube video views.
Following the success of this project, I have been retained to manage Tyler’s second EP, set for release in late 2025.
Marketing Management
For Tyler Mullendore’s EP Time Heals Everything, I developed and executed a marketing plan that adhered to a strict budget. My responsibilities included designing ad campaigns and creating promotional content for each live show, single release, the full EP, and accompanying music videos. Additionally, I managed three publicity campaigns and implemented content and social media strategies to sustain engagement and momentum throughout the release period.
Streaming Growth
By employing playlisting campaigns, targeted digital ad campaigns on Facebook and Instagram directing audiences to streaming platforms, and a waterfall release strategy, Tyler Mullendore achieved significant streaming growth. Over four months (August to November 2024), his music garnered 26,800 additional streams.
Social Media Growth
Social media growth efforts focused on boosting YouTube video views and increasing engagement on Instagram and Facebook. Through targeted ad campaigns and strategic content scheduling, Tyler saw a rise of 400 Instagram followers, 500 Facebook followers, and 44,000 combined video views for two music videos released on YouTube within the same four-month period.
Projects
