PlayliveArtist

Overview

PlayliveArtist is a music marketing agency founded by Marcel Hunziker, specialising in audience development, digital strategy, and campaign execution for artists across genres. Their roster spans emerging talent to established names, requiring flexible, scalable marketing support.

We partnered with PlayliveArtist as an extension of their team — providing digital marketing, creative services, and campaign execution across multiple artist projects. The collaboration allowed them to scale capacity while maintaining quality across a growing client roster.

Challenge

Working with a marketing agency requires adaptability across multiple concurrent projects:

• Support artist onboarding with platform access, targeting strategy, and initial ad campaigns.
• Execute tour marketing with real-time content capture and rapid turnaround.
• Analyse performance data and adjust strategy mid-campaign.
• Coordinate with multiple stakeholders — artists, managers, labels, and content creators.

Approach

We operated as an embedded partner within PlayliveArtist's workflow — joining project calls, accessing shared systems (Airtable, Meta Business Manager, Spotify for Artists), and delivering work that integrated seamlessly with their client communications.

Joss Stone — 20 Years of Soul Tour

For Joss Stone's anniversary tour, we developed a content capture strategy with a dedicated creator documenting each tour date. We analysed social performance to identify what resonated — bright, bold imagery and catalogue videos — while strategising content that also highlighted her continuing career. Coordination involved liaising with stakeholders on deadlines, special events, and fan content, with assets managed through Airtable and rapid feedback via WhatsApp.

Kingfishr — Artist Onboarding

We led the digital onboarding for emerging artist Kingfishr — setting up Meta Business Manager access, social platforms (Instagram, TikTok), YouTube, Spotify for Artists, and Apple Music for Artists. We defined targeting, creative direction, business goals, budget allocation, and ran initial ad test campaigns to establish baseline performance.

Additional Projects

Beyond headline campaigns, we contributed to projects including Xenomania (project planning and role definition), Make Plain (merchandise consultation for vinyl, CD, and apparel), and internal branding work including email signatures for the PlayliveArtist team.

Creative Solution

The partnership model allowed PlayliveArtist to scale their capacity without sacrificing quality or consistency. We adapted to each project's requirements — from the high-velocity demands of tour marketing to the methodical setup of artist onboarding — while maintaining alignment with the agency's standards and client expectations.

The key was integration: joining their systems, speaking their language, and delivering work that felt native to their operations rather than outsourced.

Results & Impact

• Over 27,000 new TikTok followers during the tour campaign.
• Successful artist onboarding with platform infrastructure and initial ad campaigns.
• Ongoing partnership across multiple concurrent projects.
• Scalable support model that flexed with agency workload.

The collaboration demonstrated how embedded partnership — rather than traditional agency-vendor relationships — can deliver better results for both parties.