Baby Smith

Overview

Baby Smith is an emerging artist with growing momentum — streaming numbers rising, a headline tour across European markets, and a release calendar stacking up. But momentum without infrastructure is fragile. There was no official website, no merchandise store, no email list, and no connected system to turn streaming success into durable fan relationships.

Tell Your Friends partnered with Baby Smith to build the complete campaign system: a new official website with scalable features for releases and tour updates, a multi-market paid media campaign across Europe, merch store integration, and email capture — all running as a single connected system.

Challenge

The artist had streaming growth that was real but fragile — fans finding the music on Spotify without a clear path to deeper engagement. Without an owned digital presence, every stream was an isolated event rather than a relationship-building moment. Tour dates needed promoting across multiple markets simultaneously. Merchandise needed a storefront. Email capture needed to start before the next release, not after.

The core problem: everything was happening in parallel — streaming growth, tour promotion, website launch, merch sales — but none of it was connected. Each channel operated in isolation, leaking data and potential revenue at every handoff.

Approach

Official website: We designed and built Baby Smith’s first official website — a scalable platform that could handle album releases, tour announcements, and merchandise sales without redevelopment. The site was built with growth in mind: new pages, tour dates, and product launches could be added independently.

Paid media: A multi-market Meta paid media campaign targeted key European cities where Baby Smith had existing streaming traction and live date commitments. Creative was adapted for each market while maintaining consistent brand identity.

Merchandise and data: The integrated eCommerce storefront turned every merchandise sale into an email capture and a first-party data point. Instead of renting audience relationships from platforms, the campaign built a direct fan database.

Email capture: Mailing list signups were integrated across the website, merch store, and social channels, building a direct communication channel the artist owns outright.

Results & Impact

The results demonstrate what happens when an emerging artist’s digital infrastructure matches their creative ambition:

• 72% stream growth across the campaign period
• 97% follower growth on Spotify
• 284% saves growth — signalling genuine listener engagement, not passive plays
• Headline tour promoted across four European markets, with paid media, website, and email working as one system

The infrastructure built for this campaign — website, merch store, email capture, paid media playbook — remains in place for future releases. Baby Smith now has an owned digital system that compounds with every campaign.