Make Out Monday
Make Out Monday returned after a period without releasing music with the goal of reconnecting with their audience and rebuilding the momentum achieved through their earlier, more consistent release schedule.
10k+
New monthly listeners gained within six weeks
12.08%
Listener-to-fan conversion rate
18.2%
Listener intent rate from saves and playlist additions
+8.12k
Additional monthly listeners sustained after the campaign
For Back to the Feeling , we developed an integrated campaign combining nostalgic creative direction, high-quality press coverage, strategic playlisting and conversion-focused advertising.
The objective was not simply to generate a short-term increase in streams, but to attract high-intent listeners, encourage repeat engagement and build an audience that would remain active beyond the campaign.
Audience Growth & Spotify Impact
10k+
new monthly listeners gained within six weeks
12.08%
listener-to-fan conversion rate
18.2%
listener intent rate from saves and playlist additions
8.12K
additional monthly listeners sustained after the campaign
Reactivating an Established Audience
Make Out Monday had previously built a strong audience through regular releases, but a period of reduced activity meant that listener momentum had begun to slow.
The campaign was designed to reconnect the band with previous fans while introducing “Back to the Feeling” to a larger pool of relevant indie-rock listeners. To achieve this, we combined four connected areas of activity:
A distinctive visual campaign rooted in nostalgia
Targeted press coverage that reintroduced the band and strengthened credibility
Playlisting designed to increase discovery
Conversion advertising focused on attracting listeners likely to save, revisit and explore more of the band’s catalogue
The aim was to rebuild both visibility and meaningful listener behaviour, giving Spotify stronger audience signals that could support continued recommendation after the campaign ended.
A creative concept built around nostalgia
The title and emotional theme of “Back to the Feeling” created an opportunity to build a visual campaign around nostalgia, memory and reconnecting with an earlier version of yourself.
The release coincided with the 40th anniversary of Back to the Future, giving the campaign a timely cultural reference. Make Out Monday incorporated a film-inspired lookalike car, cassette tapes and other retro details into the music video and supporting social content.
These visual elements gave the campaign a recognisable identity and helped communicate the song’s themes before listeners had even heard the track.
Creative Campaign Development
Concept development
The song’s nostalgic theme was developed into a visual campaign inspired by memories, retro media and the idea of returning to an earlier feeling.
Cultural timing
The release was positioned around the 40th anniversary of Back to the Future, creating a timely connection between the song title, its message and the campaign imagery.
Visual Production
A film-inspired lookalike car, cassette tapes and other retro elements were incorporated into the music video, photography and social content.
Campaign rollout
The resulting visuals were used across social media, press outreach and advertising, giving every part of the campaign a consistent and recognisable identity.
Reintroducing the Band Through High-Quality Media
The press campaign was designed to reintroduce Make Out Monday, communicate the band’s updated story and rebuild credibility around their return.
We secured a balanced mix of interviews, features and reviews, including coverage from Earmilk, Atwood Magazine and TAGG, supported by approximately 15–20 additional publications across the campaign.
Building international visibility.
Earmilk helped introduce “Back to the Feeling” to an international audience, strengthening the campaign’s reach across major music markets and positioning Make Out Monday alongside established and emerging artists from around the world.
From Campign Growth to a Sustained Audience
Long-Term Engagement
The graphs show how the campaign converted discovery into lasting engagement. They cover 2,298 playlist additions and 1,372 saves, the breakdown of 26,678 active listeners, continued streams from Discover Weekly and Spotify Radio, and sustained listening from personal libraries, playlists and Spotify recommendations over the following six months.
Turning Discovery Into Meaningful Fandom
An active audience is more valuable than a large monthly-listener figure alone because it represents people who are intentionally returning to the artist.
For Make Out Monday, active listeners accounted for more than 60% of monthly streams. This indicates that much of the band’s listening activity came from repeat and high-intent engagement rather than isolated passive discovery.
These are the listeners most likely to continue exploring the catalogue, engage with future releases and build a deeper relationship with the band across live shows, social channels, merchandise and direct fan platforms.
The campaign therefore created more than a temporary increase in reach. It strengthened the audience foundation available to support Make Out Monday’s future releases.
Campaign Summary
The campaign rebuilt Make Out Monday’s momentum after a period of reduced release activity, growing their monthly audience from approximately 39,000 to 50,000 listeners.
Following the campaign, the audience stabilised at 47,300, more than 8,000 above its starting point. It also delivered an 18.2% listener intent rate, increased Super Listeners from 410 to 475 and built an active audience of 26,678. Six months later, Discover Weekly and Spotify Radio were still generating 2,087 streams every 28 days, demonstrating sustained discovery, repeat engagement and a stronger audience base for future releases.
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