Fred & Augustus

Our Role

As artist-facing product marketer, Fred & Augustus operated as a strategic partner across all facets of the release—bringing clarity, structure, and creative thinking to a multi-stakeholder campaign. Working in step with the label partner and artist team, our responsibilities included:

• Project Management: Driving timelines, tracking deliverables, and ensuring seamless communication between artist management, label, publicist, creative vendors, and internal teams.
  
• Campaign Strategy & Planning: Shaping a digital marketing strategy that reflected the band’s legacy while embracing current audience behavior—balancing storytelling, fan connection, and platform-specific best practices.
  
• Content Planning & Creative Briefing: Developing the core content strategy and messaging pillars for the campaign; briefing creative partners and aligning asset creation with rollout needs.
  
• Social Media & Email Strategy: Building a structured, multi-week rollout plan across organic social and email—crafting a narrative arc that supported pre-save, release week, and post-release momentum.
  
• Stakeholder Alignment: Serving as the connective thread across all collaborators—ensuring that timelines were upheld, assets stayed on brand, and the campaign moved forward with intention.
  
  

Paid advertising was managed separately. Our focus remained on organic strategy, community engagement, and the artist’s digital voice.

Execution & Delivery

We entered the project with a clear focus: create a campaign that honored the band’s roots while providing new entry points for fans. By breaking the release down into distinct phases, we helped the team move through each milestone with a sense of direction and pace—prioritizing moments that felt personal, authentic, and aligned with the band’s ethos.

We collaborated with creative partners on asset development, ensuring that visuals and messaging reflected the spirit of the record. From behind-the-scenes moments to email storytelling and platform-specific content, we crafted a cohesive narrative that supported both the album’s core themes and the band's long-standing voice.

Throughout the campaign, we held the full project view—tracking dependencies, facilitating feedback loops, and adapting in real time as new opportunities or challenges emerged.