06
Content & Creative Direction
Short-form ideas, campaign visuals, video direction and storytelling assets that fit the artist and the culture the music comes from. Direction that keeps every asset speaking the same language.
Release strategy for artists who want more than visibility.
Viva Music helps artists, managers and labels shape the story, the audience and the campaign architecture behind a release.
Discuss Your ReleaseThe problem is rarely the song.
Most releases do not fail on talent. They fail because the audience is unclear, the story is underdeveloped, the timing is weak or the release has no world around it.
A serious campaign starts before the music is out. It asks who this is for, what world it belongs to, why anyone should care now, and how every touchpoint supports that answer. That is the work we do.
What we help with
01
Release Strategy & Campaign Architecture
Campaign structure for singles, EPs and albums: timing, positioning, rollout stages, asset planning and audience priorities. The spine of the release, built before anything goes live.
02
Artist Positioning
Narrative, cultural references, visual direction and audience fit. Positioning is what makes promotion work; without it, spend is just noise with a budget.
03
Media Relations & PR
Press angles, editorial storylines, profile opportunities and market-specific outreach. We pitch stories journalists can actually use, not press releases they delete.
04
Tastemaker & Community Seeding
The fifty right people matter more than the five thousand wrong ones. We identify the creators, DJs, curators, writers and communities that can carry the music credibly, and reach them with intent.
05
DSP & Playlist Direction
Release preparation, platform priorities, editorial pitch framing and independent playlist strategy. Streaming is a shelf; we work on how the music gets placed on it and found.
Positioning is what makes promotion work. Without it, spend is just noise with a budget.
Who this is for
Independent artists preparing a serious release. Managers who need strategic campaign support, not another vendor. Labels and distributors entering new markets. Artists with strong music and an unclear audience.
If you want someone to run ads on an unpositioned song, we are not the right fit. If you want the release to mean something and travel, we are.
How we work
01
Listen
We get inside the music, the artist, the references and the ambition before touching strategy.
02
Position
We define the story, the audience path and the market opportunity the campaign will be built on.
03
Build
Campaign plan, content direction, outreach targets and an execution roadmap your team can actually run.
04
Review
After the cycle, we assess what worked and what the next release should inherit.
Planning a release?
Most enquiries we receive are about promotion. Most of what they actually need is positioning. Send us yours and we will tell you which one you have.
Discuss Your Release
