Published on August 24th, 2022 | by Jameelah "Just Jay" Wilkerson

How Philipp Lützenburger implements successful campaigns for artists & labels in the music industry

If you type “music marketing” into a Google search in Germany, you can’t miss Philipp Lützenburger and his agency “SwipeUp Marketing”.

The 26-year-old has been accompanying independent artists and labels in the implementation of digital marketing campaigns for 5 years. As a 3x certified Meta Business & TikTok Agency Partner, he knows every single setting in the platform’s ad managers. In the following article, he reveals to us what really matters in successful campaigns.

What do you think are the three most important components of a successful campaign?

An already functioning social media strategy, perseverance & of course budget. And I don’t mean 100,000 followers on Instagram, nor that you need 1 million euros. Rather, as an artist, you need to understand what content on social media works for you & your target audience. If you’re willing to invest in your career, you’re a lot further along than 99% of the newcomers out there.

What advice would you give to someone who has never done advertising?

Very important question. I always say, set a clear goal. What is your own expectation? Often artists are disappointed when they spend 50€ to boost their latest post on Instagram and it doesn’t get 50,000 likes. Or their song doesn’t suddenly explode. Determine for yourself what is realistic. Preferably in %. For example: I want a listener increase of 50% in 30 days. That would be a realistic goal that can be achieved through smart marketing.

In the next step, you think about what you have to do to achieve this.

You landed at #1 in the German album charts earlier this year with one of your projects. What do you need to achieve this?

I knew this question was coming. It is important for me to emphasize that this is not my sole merit. Primarily, the band itself, the management & the label did a very good job here. My job was to make the best use of the marketing budget that the band received in the form of an advance after signing the deal.

This was mainly about a long term funnel that consisted of several stages. With the valuable data we collect with every dollar spent, we knew exactly how to turn potential fans into fans and existing fans into album pre-orderers. So I would answer the question by saying that you primarily have a lot of time and a very well thought out campaign plan.

Can you tell us what your highest budgeted single campaign to date has been that you’ve managed?

Which artist it is, I can not reveal. However, I can say that it was about 40,000 CHF. For one song. Unfortunately, the campaign was very badly prepared by the client, so that the whole thing ended up as more of a slash-and-burn campaign. When I think about it, it still makes me sad. If they had had more time, it would certainly have been a good campaign.

Good segue. Now let’s move from success to the worst campaign. What does this look like?

A bad campaign? I would never describe a campaign as “bad” if it technically doesn’t work or generates few streams. Most of the time, it starts with the above-mentioned expectations that are too high. You can’t buy success. At least not the honest way. Then follows bad content, no willingness to produce new assets – rounded off by the artist’s offended ego, who doesn’t want to realize that it could also be due to him or his music.

Okay, back to the nice stuff. You mentioned that collecting data is extremely important. How do that work?

Finally, nerd talk, haha. I’ll repeat it first: collecting data is very very important. That’s why we offer all our customers to work with server-side tracking. This way, no important data points are lost during campaigns – even after iOS14. We don’t see any personal data (it’s all hashed & encrypted), but the advertising platforms like Facebook & TikTok can use it to assign users and thus measure the success of individual ads. Based on this data, campaigns can be greatly optimized in a short time, resulting in lower costs.

Long story short: Take care of a clean data structure at an early stage in order to profit from it in the best possible way later on.

That sounds pretty complicated. There were a lot of technical terms. Is there any way to reach you if someone wants to work with you?

Sure. That’s my job. Any artist or product manager can schedule a free initial consultation on my agency website. Beforehand, we ask for a few key facts that we use to pre-qualify our clients. This is just to make sure we don’t want to waste our, or anyone else’s, time.

The best thing to do is to visit us yourself at https://swipeup-marketing.com

Thank you for your time, Philipp.

Nothing to thank for. I think it’s great that you’re giving me and my topic a stage here.

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