Gentle Giant
Content & Merch
Legendary prog rock group Gentle Giant have been disbanded since 1980, but their fandom has continued to grow. Taking a holistic approach, all social channels were streamlined with a consistent cadence of social posting, PR announcements, promotional updates and exclusive content. In addition a merch line was created for the first time in the band's history. The result of all these initiatives has seen a resurgence in the band's social following and an uptick in streaming.
OFFICIAL MerchANDISE Store
An online e-commerce shop was built on Shopify's platform to create a range of apparel and accessories from the band's rich catalog. To meet the demand and space of the product, a third party fulfillment center hands all shipping and packing for orders.
Social
For years there were duplicate accounts with sporadic postings and almost no presence on YouTube, Twitter and Instagram. The accounts were streamlined and a content calendar was built, showcasing archival photos, videos and memories from the band and release content on a weekly cadence. Over time, the result was a steady increase in subscriber base and fan engagement across the band's socials.
Premium Content
A suite of premium exclusive video content was created to support physical rereleases such as official music videos, lyric videos, track visualizers and explainers.
