Halfway To Halfway:
Album Announcement
Press Release
Dead Humor is a high-energy alternative rock band with a cult following in the Midwest. The quartet bends genres and push the boundaries of entertainment with their on-stage antics.
Radio stations and streaming platforms seeking to expand their local artist catalogue don’t need to look far. Dead Humor offers a sonic blend of studio excellence and live performance. With nearly 10 years of experience touring around the country, these musicians and pranksters spend their days redefining audience expectations for local music.
I helped organize and release their promotional material as the band approached the release of its sophomore album Halfway To Halfway. The challenge was to reach radios, music magazines, and record labels for a chance to air the band’s latest singles before the midnight release.
Dead Humor’s Brand Voice:
Playful / Inspired / Theatrical / Expressive / Uncouth
Outreach Strategy & Execution
The boys at Dead Humor understand that unique branding is just as important to their success as writing catchy songs. Their online and in-person characters have already played a major role appealing to their 19 to 35 year-old listener demographic.
The challenge was to craft a press release that would reflect their brand voice, while pitching the latest music to professional broadcasters. In a sense, we needed to blur the lines between journalism and marketing. I decided to research several press releases from modern artists — both A-listers and local acts — to see what kind of language works best for talent scouts.
Once I drafted a template that included basic details about the album release, it was time to play with the voice. Adding descriptive color to the copy was the most effective way to align with the aura of Dead Humor’s brand image. After collecting image assets and audio samples to link in the press release, I scheduled an email push that would target over 200 radio stations, playlists, and streaming platforms across the world.
The month-long campaign ended up exceeding our initial expectations. We earned air time on dozens of stations, from broadcasters like 96 Rock Cincinnati, 101 WIRF Detroit, and even KIX FM in New Zealand.
Nurturing Long-Term Listeners
Dead Humor was pleased with the results of our broadcaster outreach campaign. I continued to be a regular contributor of future press releases, social media promotions, and video scripts for the band. Today, these ongoing digital marketing efforts attract long-term listeners and furthers the band’s visibility when they aren’t on tour.
With a constant stream of new videos and content, listeners across the country develop a loyal following to the band. Their continuous engagement also scales word-of-mouth advertising on behalf of the performers — so they can focus on creating an incredible stage show.
