The importance of messaging apps has been talked about for some time now and this campaign, by focusing purely on mobile signups, was very interesting and could prove valuable, as the audience who sign up will be more naturally engaged with the content in the long term.

[Note, the text that follows was submitted by the team behind the campaign, rather than written or edited by Music Ally.]


Snug Platters

Team members involved

Olivia Hobbs – product manager

Campaign breakdown

Budget: £0 – £500
Audience demographic: 50% female / 50% male, age 18-60, London / Manchester

Overview of campaign

Steve is the first signing to Snug Platters, a label founded by Guy Garvey of Elbow and Jim Chancellor of Fiction Records.

We made a bold decision at the start of this campaign to not use social media for our marketing messages and chose to not maintain sites for Steve, instead opting for all artist communication to be via SMS only.

To collect the data, we have been working with the team at Chilli Mobile and so far have had the number read out live on radio and beyond. The label has maintained socials and a website in place ( and all messages from Steve herself have been focussed on audio messages only (as you can hear on the site).

We believe this approach has given her an edge, in particular at radio. Following the release of debut EP ‘Danger! High Failure Rate’, which saw the single ‘Two Point Nearly Zero’ playlisted on Radio X as well as across the board support from John Kennedy, Lauren Laverne, Steve Lamacq, Chris Hawkins, Nemone and Huw Stephens, Steve has now been confirmed to support Bloc Party on their upcoming tour of the UK and Europe.

She also played Radio X’s X-Posure Live at Camden’s Barfly on 14th December. She’s now fast picking up support with the new single ‘Emergency Art Rate’, with 6 Music plays from Chris Hawkins, 6 Music Recommends and daytime plays from Lauren Laverne. She has had two plays at Radio 1 from Huw Stephens and five plays from Radio X’s John Kennedy, as well as a Radio X session and phone interview.

Results and key learnings

Results are mainly in radio as we’ve seen and the key learning we’ve taken from this is that you don’t always need a social presence to be seen. In terms of sign ups, we’ve had a few hundred so far and the list continues to grow.

I believe part of the success in the SMS approach is that only the true super-fans will sign up and they’ll be happy to receive messages periodically (spacing them out by weeks); so it’s less in-your-face than social can be, plus every single person gets the message every time.

Links and extra info


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