Todd Terry
A house legend.
A new wave of listeners.
Reconnecting a dance music pioneer with fans, old and new, through Spotify playlisting and YouTube ads.
Listener growth reflects a six-month artist-wide Spotify snapshot, not solely this campaign.
The brief
Already iconic.
Still moving.
For Grammy Award-nominated DJ and producer Todd Terry, the next chapter was about connection.
From discovering European dance records while growing up in Brooklyn to becoming one of house music’s most celebrated figures, Todd has always moved the culture forward.
Working with Todd and his manager Bill, we built a five-month campaign around three consecutive releases, with Spotify and YouTube as the two main channels. The aim was to breathe new life into existing material, introduce a new track and bring fresh listeners to Todd’s catalogue.
Great records don’t have an expiry date. They just need their next listener.
Three releases. Two platforms. One connected campaign.
The releases / The response
Back in rotation.
Turned up.
We planned five months of playlisting and YouTube promotion around three consecutive releases: “Give Me Your Love”, “The Sound” and “Caught My Heart”.
The sequence was deliberate. We opened and closed with reworkings of existing tracks, placing the new track, “The Sound”, in between. The aim was to maintain existing fans’ interest while introducing Todd’s music to new listeners, particularly younger audiences.
Give Me Your Love
The Sound
Caught My Heart
Spotify & Apple Music / Playlisting
The right sound.
The right spaces.
“Caught My Heart” landed editorial support from Spotify’s Housewerk and Apple Music’s Breaking Dance and Joyful House. The right records, in the right company.
Independent & algorithmic discovery
Beyond the
first listen.
Independent curators carried all three releases into communities already tuned into house and electronic music, with support from Deep House Bass and EDM Up.
The report also recorded placements including The Sound of Classic House, adding another route for listeners to discover Todd’s music.
The wider picture
Momentum beyond
the releases.
Swipe or use the controls
Popularity index
Six-month change
+10Points
A ten-point rise in Todd’s reported Spotify popularity index.
Spotify followers
Six-month change
+5.8kFollowers
5,800 more people following Todd on Spotify in the reported six-month snapshot.
FollowersChange · right axis Monthly listeners
Six-month change
+720kListeners
An increase of 720,000 in Todd’s monthly listener count over the reported six months.
Artist-wide changes from the campaign report’s six-month Chartmetric snapshot. This period overlaps the campaign, growth is not attributed to the campaign alone. Charts recreate the report’s trends using approximate plot values.
YouTube / Paid discovery
Press play.
Meet your
next fan.
We promoted Todd’s lyric videos with targeted YouTube ads. Spotify for Artists data helped us choose his strongest regions, while interests in house music, dance music, DJs and club culture helped shape the audience.
Across the three releases, each lyric video reached at least 47,000 total views. The report compared this with 11,000 views for other recent releases without promotional support. The charts show the separate results reported for the paid ads.
From ads to views.
Two reported sets of results from Todd’s YouTube ads. Each ring shows the view rate: the percentage of ad impressions counted as views.
Around 42 ad views for every 100 times the ad was shown.
- Counted as views
- Not counted as views
- Ad impressions
- 125,000
- Times the ad was shown
- Ad views
- 52,900
- Views recorded from the ads
Around 44 ad views for every 100 times the ad was shown.
- Counted as views
- Not counted as views
- Ad impressions
- 99,200
- Times the ad was shown
- Ad views
- 43,400
- Views recorded from the ads
Watch & listen
Behind the numbers.
Always the music.
Rediscover two of the records at the heart of the campaign.
Give Me Your Love
Todd Terry
Caught My Heart
Todd Terry × Carly Wilford × Jessica Wilde
In Todd’s words
I have tried many of these services, above and beyond them all Decent PR delivers plays and views like no other!
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