Nuisance — “Halfway Home” EP Campaign
Mission
Worked side by side with a musical artist on the planning and execution of a multi-channel campaign for Nuisance’s debut EP Halfway Home, focused on building anticipation and driving engagement within the University of Oregon community. Key aim was to increase numbers for the band on Instagram, Spotify, and future live show attendance. EP release date: May 9th, 2025
Strategy
- Staggered rollout to build momentum leading into the release date
- Emphasized a nostalgic, early-2000s-inspired aesthetic to create a distinct visual identity
- Targeted a college audience through both digital content and in-person promotion
- Combined online content with physical outreach (flyers, merchandise, campus presence) to increase visibility
- Perform at a live show to engage with audience and build brand recognizability
- Used video content and teaser assets to introduce the band’s tone and world
- On-stage reveal of new EP
My Role
- Recruited the artist to Thunderegg Records and participated in campaign planning discussions
- Collaborated directly with the artist to refine a shared campaign plan outlining rollout and promotion
- Contributed to brand positioning and audience targeting
- Participated in production of teaser content (on-set support during video shoot)
- Assisted with promotional execution tied to the EP release and live show
Why?
Because this was Nuisance’s debut release under Thunderegg, we made the decision to center the campaign around building momentum into a single, live moment—the May 2nd Homecoming Show at the White House—rather than spreading attention across disconnected promotional efforts. We saw the show as an opportunity for the band to present themselves in person and engage a new audience, creating awareness ahead of the release through a shared live experience. This meant structuring a staggered rollout that built anticipation within a college audience while tying each piece of content back to the upcoming performance.
We prioritized creating a cohesive experience over pushing volume, choosing to focus on a clear aesthetic and narrative instead of constant posting or heavy promotion. At the same time, we wanted to demonstrate to the band that their first release with the label could produce real results, while keeping the process simple and enjoyable so it didn’t overwhelm them and interfere with their creative process. The goal was to support what they already did well, not overcomplicate it.
