Overview
Clap Your Hands Say Yeah — the seminal indie rock project led by Alec Ounsworth that helped pioneer modern digital music distribution — was preparing to release New Fragility, their major independent album distributed via Secretly Distribution.
Tell Your Friends was appointed by Christoph Storbeck at Striker Entertainment to lead digital marketing, paid acquisition, and audience infrastructure across the US, UK, and Europe.
The Challenge
As a self-released artist, the campaign needed to balance global streaming performance with durable audience ownership — converting passive streaming listeners into direct buyers and concert ticket holders across US and European tour dates.
Strategy & System Design
- Direct-to-Fan Data Capture (Fansifter): Implemented Fansifter presale and ticket routing integrations, allowing the band to capture first-party email and location data on every presale transaction rather than losing it to ticketing platforms.
- Multi-Territory Paid Media: Deployed cold acquisition and retargeting funnels across Meta and search, driving fans directly into local indie record stores and tour dates.
- Editorial & Catalogue Storytelling: Engineered deep-dive catalogue livestreams, Reddit Indieheads AMAs, and bespoke Spotify Canvas assets for release week.
Results & Impact
- NACC Chart Success: Reached #10 on the NACC Top 200 Chart, #12 on NACC Next, and #14 on NACC Non-Comm.
- Spotify Homepage Takeover (Germany): Secured premier desktop placement for release week visibility.
- Permanent Audience Ownership: Captured thousands of verified fan contacts and presale signups across tour territories via Fansifter.
- Critical & Commercial Triumph: Praised as “one of the best records of the band’s career”, proving independent operations can match major-label reach when powered by owned digital systems.
