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 Swaps: 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 DJ swaps: 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.
- Heavy Push for Sync Placements: With proven chart success and cultural momentum, we aggressively pitch the track and remixes to sync supervisors for TV shows, films, commercials, and video games. The Beatport chart position and "Inner Circle" engagement data serve as powerful proof points for licensing negotiations, opening doors to high-value sync opportunities that extend the track's reach and generate additional revenue streams.
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.
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."