Karmin | Best Cover Yet

In 2012, YouTube artists weren’t recognized by traditional media outlets as musicians. but I got one on the cover of Rolling Stone Magazine.

SET-UP

After capturing the hearts of millions with many viral YouTube cover videos, the duo Karmin was given the opportunity to compete for the cover of Rolling Stone in the “Women Who Rock” contest. They were up against other rising female artists of the year, all on whom had large followings on social media but came up through traditional media outlets.

With a freshly inked label deal and a debut album, Karmin was on a mission to prove they weren’t just YouTubers, but true musicians — Rolling Stone worthy musicians.

STRATEGY

The contest for the cover was determined by fan voting online. As lead of Karmin’s social, I developed a month-long strategy to rally their fanbase with customized content and a hyper-targeting strategy on Facebook and YouTube.

SUCCESS

In the end, Karmin beat the competition by a landslide with nearly double the votes. Their win was picked up by MTV News, Mashable, The Boston Globe, and of course, Rolling Stone.

Agency: theAudience

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