Exclusive: Jaden Social adds new division for artists and labels

Jaden Social, the digital agency for music and entertainment figures like Jimmy Barnes, Tigerlily and Sheppard, has added a new division to its services.

Its Artist & Label Marketing offering includes album and tour marketing, publicity, radio promotions, D2F/e-Commerce, influencer outreach, brand partnerships and creative services for artists and labels.

Jaden Social has tapped seasoned industry figure Alli Hodge as its Head of Artist & Label Marketing, bringing with her 12 years of industry experience in Australia and the UK. Hodge moves over from recently acquired record label Social Family Records, where she was Marketing Manager. The label has released 10 Top 40 albums over the past two years.

Hodge will be responsible for developing the agency’s long-term relationships with artists, managers, labels, promoters, and the wider music industry.

“I’m excited about bringing broader artist marketing to Jaden Social’s already innovative offering,” said Hodge. “The team here are forward-thinking, driven and have already established themselves as the best in the biz when it comes to social media and digital marketing for the music industry.

“By introducing Artist & Label Marketing, we’re able to go beyond just digital, and bring compelling real-world campaigns to life for artists and labels, while continuing great work with our existing clients.”

Since its inception in 2011, Jaden Social has delivered social media campaigns for artists like The Superjesus, Keith Urban and Human Nature; it’s driven digital marketing campaigns and strategic support for labels including Sony, Universal, Liberation, Ministry of Sound, ABC Music and Chugg Music; and was a Social Idea of the Year finalist at this year’s Mumbrella Awards for its global-first partnership with Twitter and KIIS 1065. The deal saw Reece Mastin exclusively preview his new album Change Colours on Twitter, allowing fans to choose the first official single. The record debuted at #12 on the ARIA Albums Chart.

In the short Q&A below, Hodge chats to TMN about the new Artist & Label Marketing offering.

Is the launch of Jaden Social’s artist and label marketing division a way to utilise the ‘know-how’ previously used for Social Family Records campaigns?

The launch of Artist & Label Marketing is a natural progression from the digital services that Jaden Social has been providing for years, and a need from existing clients in bringing bigger picture ideas and broader marketing to the mix. Our combined experience in the wider music industry, including record labels, all forms part of our ability to bring creative campaigns to life for artists and labels.

As a digital agency, how much of the division will focus on digital platforms and how much of it will look to traditional forms of marketing like print, live and radio?

At the forefront of all marketing is a solid digital strategy because it’s more targeted, measurable and often more cost effective. Every campaign has different objectives though, and every artist has different goals. A mix of digital and traditional, as well as really creative unique ideas is what we strive to bring to any release.

How do you personally measure a successful digital marketing campaign?

I always look at the combination of reach, awareness, and of course sales. Ahead of any campaign I will set a list of key goals which may include anything from building the artists mailing list, social channel growth, album or ticket sales and the amount of buzz around the artist. I also like to be able to pull off at least one big campaign idea that gets fans and media talking!