# Later Youth — Living History — Case Study

- **Client:** Later Youth
- **Year:** 2025
- **Industry:** Music
- **Disciplines:** Web Design, eCommerce, UX/UI, Paid Media
- **Results & Impact:** 5,857 Landing page views at £0.25 each across the 85-day tour traffic campaign. 7,087 Link clicks to the tour landing page and redirect hub.
- **Canonical URL:** https://www.tellyourfriends.world/projects/later-youth
- **Brief:** Digital-first campaign supporting Later Youth's album Living History — built around a custom Shopify landing page and redirect hub that maintained data control while funnelling fans to streaming platforms. Meta paid media campaigns with video-focused creative targeted key European markets.

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## Overview

Later Youth is an independent band managed by Howard Mills / No Other Purpose. When preparing the release of their album *Living History*, they needed an owned digital infrastructure — capturing first-party fan data, driving release-week streaming, and selling out European tour dates without renting audience relationships from third-party platforms.

Tell Your Friends engineered an end-to-end release ecosystem: a custom Shopify direct-to-fan hub with intelligent streaming routing, integrated merch sales, and hyper-targeted European paid media.

## The Challenge

Independent artists face a structural dilemma: streaming platforms and ticketing apps hold listener data behind walled gardens. Later Youth needed a unified system that could drive release momentum while securing permanent ownership of their fanbase.

![Later Youth — Living History Digital Storefront & Merch](https://res.cloudinary.com/djvjsdigh/image/upload/f_auto,q_auto/v1770000635/tyf/projects/later-youth/shop.jpg)

## Strategy & System Design

- **Direct-to-Fan Release Hub**: Built a custom Shopify landing experience that directed fans to their preferred streaming service while capturing email signups and first-party intent data on every visit.
- **Tour Acquisition Engine**: Deployed video-first Meta media campaigns across target European cities where streaming traction and venue bookings intersected.
- **Aesthetic Coherence**: Designed custom album artwork adaptations, tour posters, and social video creative that extended the band's visual world seamlessly across all touchpoints.

![Later Youth — European Tour Creative & Visual Identity](https://res.cloudinary.com/djvjsdigh/image/upload/f_auto,q_auto/v1770000636/tyf/projects/later-youth/tour.jpg)

## Results & Impact

- **5,857 landing page views at £0.25 per LPV** across the tour traffic campaign.
- **7,087 direct link clicks** driving engaged listeners into streaming and ticketing platforms.
- **Permanent Fan Data**: Built a durable direct communication database that powers subsequent single releases and future tour cycles.