Johnny & Mary (Luciano Remix)Official Release
This document outlines the A-list, 6-month marketing strategy for the upcoming Luciano release, "Johnny & Mary." This is not a standard release; it is the launch of a cultural event. Our objective is to bypass the traditional, saturated market and manufacture a classic by establishing credibility first, orchestrating consensus second, and converting that consensus into a long-term, high-value asset.
Our entire campaign is built on a core creative narrative: "The Lock-In." We are not selling a song; we are selling a frequency, a hypnotic, physical state of being that defines Luciano's magic.
The plan is powered by our proprietary "Almost Famous" engine. We will use this two-pillar system to:
- Acquire a high-value "Inner Circle" of fans, creating algorithm-proof "Algorithm Insurance."
- Convert this "Inner Circle" into the undeniable, B2B proof of a top-of-the-charts hit at Beatport.
To manufacture consensus, we need a single, powerful creative idea. Our narrative is based on the track's unique, physical power.
This is our creative anchor:
"This isn't a song you just listen to. It's a frequency you lock into. Luciano, a master of the hypnotic groove, has forged a new percussive powerhouse.
This is the sound of a main stage, the one track that brings 10,000 people into a single, unified energy. It's a relentless groove that builds, and when the 'Johnny & Mary' hook hits, the room levitates.
This is The Lock-In."
This plan is not run on "boosted posts." It is executed via our two-pillar "Almost Famous" engine. This is how we build a real, defensible asset.
ACQUIRE (Precision Fan Acquisition)
We will use the pre-launch "Lock-In" hype to drive traffic to an owned landing page. We are not just fishing for pre-saves; we are capturing the email/phone data of our highest-intent fans. This "Inner Circle" list is our Algorithm Insurance—a permanent, high-value database that we own, insulating Luciano's career from any single platform's algorithm changes.
CONVERT (High-Value Conversion)
We will leverage the "Inner Circle" list to surgically drive a top-of-the-charts position at Beatport. Beatport is the "Billboard" for DJs; a top chart position there is the most powerful B2B signal of a hit. We will mobilize our acquired fans to buy the track, not just stream it. This data-driven sales conversion is the "proof" we take to playlist editors.
Phase 0: The Introduction (Month 1-2 / Pre-Launch)
Goal: manufacture credibility & orchestrate "The Hunt."
Key Tactics:
- Elite DJ Seeding: Securely service "Johnny & Mary" to our 100-DJ A-list (Carl Cox, Keinemusik, Solomun, etc.).
- "Hunt for Proof": Our team will actively hunt for video clips ("DJ Proof") of these DJs playing the track. We are not asking them to tag us; we are capturing the authentic, "in the wild" moments that spark the "Track ID?" hunt.
- Activation: Launch the "Inner Circle" acquisition funnel. Ads will be hypnotic and mysterious.
- Produce Anchor Content: Shoot two premium assets:
- Music Video: for example a cinematic, high-fashion video that visually represents "The Lock-In."
- Studio: for example a B&W, in-studio portrait showing Luciano as the master of the groove.
Phase 1: The Launch (Month 3 / Release)
Goal: Convert "The Hunt" into a top-charting hit.
Key Tactics:
- Convert: The track is live. We immediately email/SMS our "Inner Circle" list. Copy: "The Lock-In is here. 'Johnny & Mary' is out now. Own the frequency. Support on Beatport." This is the surgical push for a top-of-the-charts position at Beatport.
- Launch Digital Ad Campaign:
- Campaign A (core/retargeting): Use our "DJ Proof" clips. Ad Copy: "You've felt it. You've hunted for it. 'The Lock-In' is here. Luciano - Johnny & Mary. Out Now."
- Campaign B (aesthetic/acquisition): Use cinematic clips from "The Source" video. Ad Copy: "This is the sound of the main stage. This is The Lock-In. Luciano - Johnny & Mary."
- Execute "Proof-Packed" Playlist Pitch: With a top-of-the-charts position at Beatport secured (or climbing) and "DJ Proof" in hand, we pitch Spotify/Apple. Our pitch is not a "hope"; it's a report of a hit that is already happening.
- Content Rollout: "The Source" (Music Video) and "The Architect" (Studio) premiere.
Phase 2: Amplify (Month 4 / The Remixes)
Goal: Prevent Stagnation & Conquer New Territory.
Key Tactics:
- Launch strategic remix package: We release a 2-3 track package to give the track new life. This is a strategic strike,
- Remix A: A harder, peak-time techno mix to capture a new set of DJs and playlists (e.g., Techno Bunker).
- Remix B: A melodic/Afro-house mix to capture the "day party" scene and different playlists (e.g., Altar).
- Relaunch seeding: Service these remixes to new, targeted DJ lists.
- Refresh ad creative: Launch new ad campaigns focused on the remixes, retargeting all original listeners.
Phase 3: Maintain (Month 5-6)
Goal: Consolidate Proof & Maintain Momentum.
Key Tactics:
- Content Shift: Social content shifts to promoting the remixes and high-quality UGC (User Generated Content) from the new scenes. The track is now a confirmed "anthem."
- Sustained ad support: A portion of the digital ad budget will be used to maintain a baseline of support for the remixes and core track, keeping them active on key playlists and in front of new audiences.
Description: This plan achieves two primary goals:
- We create the "Track of the Year," not just another song.
- We build a permanent, owned fan database ("Algorithm Insurance") that de-risks Luciano's entire future career.
This is the methodology to build a classic.
The "Lock-In" strategy and "Almost Famous" engine are our constants. The budget dictates the scale, creative quality, and omnipresence of the campaign.
| Category | Plan C: Lean & Strategic | Plan B: Anthem-Maker | Plan A: Market Leadership |
|---|---|---|---|
| Total Budget | $100,000 | $350,000 | $450,000 |
| 1. Content Creation | $30,000 | $80,000 | $100,000 |
| 2. Incentive (Record Contract) | $15,000 | $25,000 | $30,000 |
| 3. Digital Ads (Almost Famous) | $40,000 | $180,000 | $240,000 |
| 4. Remix Package (Amplify #1) | $5,000 | $35,000 | $50,000 |
| 5. Contingency | $10,000 | $30,000 | $30,000 |
This is the absolute minimum, high-focus plan. It scraps the cinematic video and relies on motion graphics and the core "proof" pipeline.
What this buys:
- Content ($30k): Funds the B&W "Architect" studio piece and a high-end motion graphic/visualizer for the main video asset. It is premium, but contained.
- Record Contract ($15k): Incentive for producers to participate, share and engage.
- Ads ($40k): A very surgical Almost Famous campaign. Funds the Pillar 1 "Inner Circle" acquisition and the Pillar 2 top-of-the-charts at Beatport push, with a small budget for a sustained campaign.
- Remixes ($5k): Secures two promising up-and-coming producers.
Result: This is a high-ROI "proof of concept" plan. It proves the hit in the core community and secures a top-of-the-charts position at Beatport, building a strong foundation and a core fan database.
This is the ideal "Lock-In" strategy. This budget is strong enough to fund the high-concept creative, a dominant ad campaign, and a credible remix package.
What this buys:
- Content ($80k): Fully funds the high-concept cinematic "Source" music video and the "Architect" studio piece. This gives us a premium asset for all ads.
- Record Contract ($25k): Incentive for producers to participate, share and engage.
- Ads ($180k): A powerful Almost Famous engine. Funds a large Pillar 1 "Inner Circle" list and a 10-12 week sustained ad campaign (Pillar 2) to drive the original and the remixes.
- Remixes ($35k): Secures one very strong, established name or two highly credible "DJ's DJ" producers.
Result: This plan manufactures an anthem. It will dominate the charts and clubs for an entire season, building a massive, valuable fan database.
This is the "scaled-up" plan, designed to create an omnipresent hit by scaling the three most important levers: creative, ads, and remixes.
What this buys:
- Content ($100k): A higher-tier director for the "Source" video, creating a stronger, more impressive "brand asset."
- Record Contract ($30k): Incentive for producers to participate, share and engage.
- Ads ($240k): The Almost Famous engine at full power. A massive Pillar 1 list acquisition and a 12+ week "always-on" campaign.
- Remixes ($50k): A major lever. This secures one true A-list name (a Keinemusik, Bicep, or Adam Beyer-level artist) for one mix, creating a massive new press cycle.
- Launch ($20k): A strategic launch event (e.g., at ADE or in Ibiza) to generate organic "mayhem" content.
Result: This plan achieves market leadership. The A-list remix and premium video will position "Johnny & Mary" as the undisputed "Track of the Year."