The Red Jumpsuit Apparatus

Written By Brian Massengale

Overview

In 2022, The Red Jumpsuit Apparatus marked the 15th anniversary of their hit “Face Down” with an alternate version of the song and a sequel to the original music video featuring the same actress and continuing her character’s story. The band partnered with Domestic Shelters to raise awareness of domestic violence, aligning the release with their performance at the When We Were Young festival in October 2022.

Our Approach

To build anticipation, we launched the band’s TikTok account to re-engage lapsed fans and “former emo kids” with nostalgic, humorous content that reminded them why they loved the band. Direct one-on-one engagement with fans helped amplify organic reach. Strategic ad campaigns retargeted this engaged audience and drove traffic to DSPs, building a warm audience pool ahead of the release.

In early October, personal video messages from the lead singer announcing the song went viral, generating over six million views and rapidly growing the TikTok following. Although day one of When We Were Young was canceled due to high winds, the band pivoted with a last-minute show alongside Hawthorne Heights. This move generated press coverage from outlets like Variety and Yahoo, fueling additional buzz for the song and music video, which debuted during the festival’s second weekend.

Key Results

  • 8M+ TikTok views

  • 125K TikTok followers

  • 1.5M Spotify streams

  • 500K Spotify monthly listeners

  • 1.6M YouTube views

Brian Massengale
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