Dark-pop artist Jared Benjamin recently released his debut album ‘Icarus: Too Close to the Sun’, after successfully building his online audience and bagging a deal with Awal.
The artist started releasing music in 2023, with his song “Flatline” sparking some traction online. Instead of rushing to release new music, he decided to go all-in on the song.
The artist posted content promoting the song every day for more than a year which eventually led to “Flatline” surpassing 24 million Spotify streams and Jared accumulating more than 738k TikTok followers.
When Jared dove into his analytics, he found that more than 90% of his viewers on each post were discovering him for the first time. This insight gave him the confidence to keep promoting the track, even if some of his followers might get tired of hearing the same song.
He replicated the same strategy across subsequent singles, including for his most successful track “I’m The Sinner,” which he posted 150+ times, surpassing 27M streams. Now the artist is scheduled to perform his first EU/UK headline tour, as well as join Benson Boone and Sombr on this year’s lineup of the Yours Always festival.
Learnings from Jared’s TikTok campaign
Tell your artists you went to Jared. If you’re working with developing artists who are too shy to post too often about their song, this case study is a great example of how a volume-based strategy can pay off in the long run.
