Case Study · 2024 - Present
Bully Hay
A$45K in direct-to-consumer sales, a Top 30 ARIA debut, and #1 on AIR... built on 5,000 monthly Spotify listeners.
When Bully Hay came to us, he had roughly 5,000 monthly listeners on Spotify and 3,000 Instagram followers, a profile most labels would overlook entirely. What he did have was a real catalog, a real voice, and a willingness to bet on physical products instead of chasing streams. That bet rewrote his career.
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Campaign Results
Free + Shipping and D2C Vinyl
We built two parallel direct-to-consumer funnels through Shopify. The Free + Shipping CD campaign converted cold Meta traffic into paying customers at scale, with a vinyl upsell at checkout to compound average order value. The D2C vinyl campaign ran in parallel to a warmer audience at full price.
Every campaign was a sales conversion campaign optimized against real purchases, not clicks. Cold creative led with the music. Retargeting closed buyers who engaged but didn't pull the trigger on the first impression.
Tactics deployed: Free + Shipping & Handling Funnel, Direct-to-Consumer Vinyl Campaign, Shopify Store Buildout, Meta Sales Conversion Ads, Retargeting Campaigns, Vinyl Upsell at Checkout, Ad Creative Testing.
The Result
A$45.4K in Shopify revenue across 1,699 orders at a 21% conversion rate.
ARIA Top 30 and #1 on AIR
The physical units we moved through the D2C funnels were ARIA-reportable sales. Instead of trying to chart through streaming, we charted through ownership. When Bully's second album launched in March 2026, the pre-order pipeline and active campaigns drove enough physical volume to debut inside the Top 30 of the ARIA national albums chart and hit #1 on the AIR Independent Label Albums Chart.
The compounding effect surprised even us. As Anywhere But Here climbed, fans started buying the debut album alongside it. Black Dogs and Songbirds re-entered the AIR Top 10. For six straight weeks, an independent artist with 5,000 monthly listeners held two simultaneous top 10 placements on the Australian independent albums chart.
Tactics deployed: Pre-Order Strategy, Album Launch Coordination, Sustained Paid Advertising, Email List Activation, Multi-Album Cross-Promotion.
The Result
3,500+ physical units moved, Top 30 ARIA debut, and six consecutive weeks with two albums in the AIR Top 10.
Sold Out Australia Tour
The chart placement created credibility. The buyer list created an actual business. Every fan who'd paid for shipping on a CD or dropped on a vinyl was now a known customer with a verified payment history and a city attached.
Using our Sold Out Show System framework, we routed Bully's Australian tour into the markets where the buyer data was densest, warmed those markets with Meta retargeting in the weeks leading up to announcement, and then converted with direct ticket sales campaigns to the existing buyer pool first, cold music creative second.
Tactics deployed: Data-Driven Market Routing, Fan Finder Warm-Up Campaigns, Tour Opt-In Lead Generation, Direct Ticket Sales Campaigns, Email Segmentation by City, Retargeting Audiences.
The Result
Consistent sellouts and near-sellouts across Australia, with 150 to 200 tickets per show in rooms that would have been impossible without the chart data and buyer list to back the offer.