Avery Cochrane is an emerging pop artist from Seattle (based in L.A), who has been releasing music since 2021. She’s been signed to Sonderview/S-Curve Records for about a year, with her first single released on the label being ‘Shapeshifting on a Saturday Night’. 

While the single was released last August, it’s still a key growth driver for the artist almost a year after its release. We spoke to Milo Pacheco, general manager and head of marketing at S-Curve Records, about how the label has approached developing Avery Cochrane and marketing its first release with the artist.

According to Milo Pacheco, Avery’s growth has come from a combination of strong songwriting and relentless, creative social media. Most of the content ideas come directly from Avery herself, with the label supporting and refining the strategy around her. 

“It’s not fair, but in 2026 new artists can’t just create great songs – they need to be creative and productive social communicators as well. Avery understood this from the very beginning. She had multiple TikTok accounts, posting seven or eight times a day, all with her own ideas, her own voice. We almost had to tell her to slow down so she wouldn’t burn out.”

“I came across a video on TikTok of Avery performing Shapeshifting sped up in January 2025. She had this infectious charisma on-camera and her lyricism and storytelling was so raw and original. From that first video I was convinced she had the necessary ingredients to cut through as a new artist. So, we went back and reproduced the song to match the energy of the sped up version”, says Joshua Russak.

In another post that has been effective for her, she does a simple two-slide Photo Mode opening with the hook “this song should have been my espresso” and the lyrics on slide two. On top of that, she has been pushing the narrative of becoming a main pop girlie in 2026, and appealing to TikTok user’s ego’s of wanting to discover soon-to-be-big artists early on. 

Avery’s online voice also thrives on transparency. According to her team, she documents everything – and is not afraid to share it.  For instance, one time she had to go to hospital after a custom ear-mould got stuck during fittings, and she’s used this for a storytime post to showcase her personality.

Learnings for artist teams

Not all TikTok success has to come via virality. Avery Cochrane is a great example of an artist who is leveraging TikTok for the long game. Frequent posting, multiple accounts, targeting specific communities, experimenting with posting formats. 

Strategic rollouts. This campaign shows nicely how different marketing elements come together and help an artist grow over time. The team complemented a strong social strategy with a focus on live performances, community marketing, industry relationships and a strong and a well-timed release strategy.

For more on Avery Cochrane’s campaign, head to the full Behind The Single.