Junior VP
From 31 monthly listeners to an engaged international audience through conversion ads for Joy and playlisting for Head Full of Sadness.
12,000+
Monthly listeners, growing from a starting point of 31
1,040
Playlist adds recorded for Joy during the conversion campaign
870
Saves recorded for Joy during the conversion campaign
2
First Apple Music editorial playlist placements
From Glasgow to an international audience.
Junior VP came to us with 31 monthly listeners and a clear direction. Inspired by US college rock, indie and emo, the Glasgow band wanted to build a fanbase across the UK, United States and Canada that could support future releases, live shows and touring.
We developed a phased strategy: conversion ads for Joy, followed by six weeks of targeted playlisting for Head Full of Sadness. Both stages focused on reaching listeners who connected with the band’s sound and giving them reasons to keep listening.
Phase one: Joy
Conversion ads. Lasting connections.
For Joy, we targeted indie rock, alternative and emo audiences across the UK, United States and Canada. The conversion campaign was designed to bring relevant listeners through to Spotify, with saves, playlist adds and returning listeners providing the clearest picture of engagement.
1.45%
Average linkclick-through rate
£0.50
Average cost perSubmithub click
978
Submithub clicksrecorded in Meta Ads
Performance across ad sets
The Joy campaign recorded an overall 1.45% link click-through rate and 978 results for the “Submithub Click” event, at an average £0.50 per result. This Meta Ads view breaks performance down across the campaign’s ad sets.
Phase one: Joy
Engagement & audience growth
Discovery that led to saves and playlist adds
Joy recorded 11,813 streams from 6,975 listeners, with 1,040 playlist adds and 870 saves. The reported 27% intent rate reflects this engagement through saves and playlist adds.
A growing streaming total
The streaming report records 28.83K Spotify streams for Joy as of 7 July 2026. This cumulative total covers a longer period than the campaign and 28-day Spotify for Artists views above.
Popularity after release
Joy had a 24/100 Spotify popularity score in the snapshot dated 4 July 2026. The chart traces how the score changed after release, including an earlier peak and subsequent decline.
Phase two: Head Full of Sadness
Six weeks of targeted playlisting.
The next release expanded on the audience built around Joy. We secured placements across indie rock, nostalgic alternative, Scottish artists, 2000s rock and FIFA-inspired playlists, putting Head Full of Sadness in front of listeners already exploring that sound. Selected placements from the May–June 2026 campaign are shown below, with follower counts from the campaign report.
feeling hurt its time to cry
Followers: 73,072
feeling hurt its time to cry, 73,072 followers
Spotify impact & playlisting results
16,000+
Streams reported for the playlisting campaign
2,102
Personal playlist adds
500+
Spotify Radio streamsThe campaign report records 1.2 streams per listener, with Radio and Release Radar also introducing the track to new audiences. Personal playlist adds gave the release a place in listeners’ own collections beyond the promotional placements.
A growing streaming total
The streaming report records 17.05K Spotify streams for Head Full of Sadness as of 7 July 2026. This cumulative total covers a longer period than the 16,000+ streams reported for the six-week playlisting campaign.
Popularity after release
Head Full of Sadness reached a 34/100 Spotify popularity score in the snapshot dated 5 July 2026. The report’s rising curve shows how the track’s popularity developed after release.
Apple Music editorial support
A first for Junior VP:
two editorial placements.
Head Full of Sadness secured the band’s first Apple Music editorial support, with placements on New in Rock and The New Rock. These opened another route to discovery alongside the Spotify campaign.
The audience after both campaigns
The audience overview ending 6 July 2026 records 12,096 monthly listeners and 755 monthly active listeners. Audience segments change with each rolling reporting window; this later snapshot is separate from the April–May view above.
An audience to build on
From a starting point of 31 monthly listeners, Junior VP built an international audience through two connected releases. Joy brought saves, personal playlist adds and regular listeners. Head Full of Sadness expanded discovery through playlisting and the band’s first Apple Music editorial placements.
The strongest active-listener markets matched the UK, United States and Canada focus set at the beginning. With returning listeners, ongoing Spotify recommendations and audience data to inform future remarketing, the band has a stronger foundation for its next release.
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