MICHAEL PATRICK KELLY

About the Project:

This ongoing collaboration focuses on building and scaling Michael Patrick Kelly’s digital ecosystem with a clear goal: turning attention into long-term fan relationships and measurable revenue. The strategy connects social media, newsletter, and fan activations into one cohesive system—prioritising depth of engagement over short-term reach.

The Process:

Working closely with the artist and his team, I translate releases, tours, and key moments into structured, multi-platform fan journeys. This includes developing platform-specific strategies, creating shooting schedules, coordinating production, and overseeing the full content lifecycle.

Beyond social media, I conceptualise and project-manage immersive fan and e-commerce experiences that combine storytelling, participation, and conversion.

Key Deliverables:

Cross-platform content and release strategies

  • Editorial newsletter campaigns

  • Fan engagement activations (voting, exclusive access, community moments)

  • An immersive fan & e-commerce website

A flagship project was followthetraces.com, an interactive website where fans unlocked clues and exclusive content around a release, serving as both a storytelling space and a high-impact conversion touchpoint

Results:

  • 312k+ page views on the fan website within one month

  • Highest pre-save numbers achieved by the artist to date

  • +70% newsletter growth

  • 52.1% open rate and 14.19% CTR, with one newsletter generating five figures in release week

  • Sustained audience growth across platforms, including TikTok growth from ~80k to 110k+ followers

Weiter

LISKA