Larkin Poe

Overview

Larkin Poe, the roots-infused rock duo of sisters Rebecca and Meghan Lovell, built a global fanbase without a record label and entered 2020 poised for a 50-city world tour in support of their LP Self Made Man. Venture Music was hired to deliver a full-scale digital marketing campaign combining paid and organic strategies to maximize album and tour ROI. When the COVID-19 lockdown forced the cancellation of their tour just weeks into the campaign, the challenge shifted to sustaining momentum and generating income in a fully digital environment.

Our Approach

With live shows off the table, we pivoted to create and launch the Home Sweet Home livestream series. This virtual tour not only kept fans engaged but also generated enough income to support the band and crew through the months they would have been on the road.

Over four months, we used a $12,000 ad budget to run 68 campaigns across Facebook, Instagram, YouTube, and Spotify, producing over 17M impressions and 356K clicks in nearly 50 countries. We also built the This Is Larkin Poe Spotify playlist as a central asset for ad campaigns, targeting users and creating a long-term growth vehicle for streams and fan engagement.

Key Results

• Nearly 200% growth in Spotify monthly listeners

• This Is Larkin Poe playlist reached 10K+ followers and 6K active listeners

• 150K+ streams generated from playlist campaigns

• 17M+ ad impressions and 356K clicks in 50 countries

• Livestream series generated sustainable income during tour cancellation