Matt Maeson

Overview

Matt Maeson’s 2019 album Bank On The Funeral built a global fanbase, but after a long touring break during the pandemic, reactivating his audience was essential before launching a new tour and music. Known for his raw and authentic style, Matt had posted sparingly on social media, leaving fans eager for a deeper look behind the scenes. Venture Music partnered with Atlantic Records to create a short-form content strategy that would reintroduce Matt in a personal, engaging way ahead of new releases.

Our Approach

The campaign began three weeks before the first single drop with the launch of Matt’s TikTok channel, opening with an acoustic performance of “Cringe.” Within 24 hours, the post had over 2 million views and thousands of comments. This momentum paved the way for the teaser rollout of “Blood Runs Red.” Spotify Canvases and YouTube thumbnails for his top songs were updated with an image of Matt in a monster costume from the upcoming music video, linking to a cryptic countdown site with a pre-save option.

The monster theme carried over to TikTok content and live shows, where a lookalike in costume interacted with fans waiting in line. Consistent short-form content highlighted Matt’s powerful vocals and personality, driving excitement and ticket sales. The result was a sold-out national tour and heightened anticipation for the new music.

Key Results

• +126K TikTok followers

• 5M+ TikTok views

• +380K Spotify listeners

• Sold out Fall 2022 tour