Skillet

Overview

During a crowded 2024 release season featuring other legacy acts like Linkin Park, Skillet set out to make a bold statement with their new album Revolution. With a passionate global audience and a strong legacy in rock, the band partnered with Venture Music to ensure the release stood out and reached both loyal fans and new listeners.

Our Approach

Venture designed a comprehensive marketing campaign to mobilize Skillet’s existing audience while reaching new listeners. The strategy focused on four pillars working in sync across the fan journey—from first impression to conversion.

Direct Marketing Overhaul: Reactivated Skillet’s 100,000+ email subscribers by segmenting and cleaning the list for maximum engagement. Leveraged SMS as a high-conversion channel and promoted the newly launched Skillet app for exclusive fan access.
Social Media & Content Strategy: Produced a steady flow of content across TikTok, Instagram, and YouTube, from high-quality performance clips to behind-the-scenes footage, to spark conversation and maintain visibility.
Influencer & UGC Strategy: Developed Skillet-themed social filters and partnered with rock and alternative creators to boost organic reach and encourage fan-generated content.
Targeted Advertising: Ran platform-specific ad campaigns across YouTube, TikTok, and Meta, targeting both superfans and new audiences, with emphasis on driving catalog streams.

Key Results

• +1.9M Spotify monthly listeners, peaking at 10.6M (+24.7%)

• 18.5M streams for Revolution within two months of release

• 2M+ user-generated Spotify playlists featuring songs from the album

• 5M+ social views for viral “All That Matters” videos

• Reactivated over 100K email subscribers, boosting direct fan engagement and sales