Hard Working Americans

WE’RE ALL IN THIS TOGETHER

When Gold Mountain Entertainment sought a digital media partner for the rock sextet journalists dubbed a “superhero group”—they needed more than just an agency. The band came to us with a vision to build an instant fanbase with wonder-inducing digital touchpoints from scratch. To deliver their vision of a thriving music community, Digital Star Marketing deployed a massive rollout for their debut album, blending exciting promotions, incredible visual content, wielding a full-service strategy to create experiences with awe-inspiring impact.

From Studio to Sold Out Venues Overnight

Following its chart-topping debut album in 2014, Hard Working Americans took its show on the road against a backdrop of sold-out crowds across the country. In 2016, the band proved its mettle once again, with the fantastical sounds of Rest In Chaos, a collection Dave Marsh called “one of the most well-sustained albums I’ve heard in years.” The process accelerated with appearances at top-tier music festivals while touring in support of its first live LP We’re All In This Together. An activation so immensely mammoth required every detail to be perfect, so we rose to the challenge by helping the band bring the gravity of its studio records and live shows to reality with precise focus and team integration.

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WHAT WE DID

Growth Strategy
Brand Development
Web Design
Community Building
Paid Media
Live Streaming
Ecommerce Marketing

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Transforming The Fan Experience.

From the early days of helping Hard Working Americans develop a thriving community to the more recent full-service album and tour support, we knew that to create a big splash, we needed to unite our disciplines beneath one common goal: making Hard Working Americans’ mission clear, and granting it the volume it deserves. So from planning to promotion, our engagement was a partnership focused on bringing in more fans to develop and successfully execute a powerful, yet complex message.

Our Approach

We performed a full-scale planning and discovery engagement to launch Hard Working Americans’ into the music world and conducted audience studies to explore the motives, methods, and beliefs of their ideal fans. From these findings, we outlined how to attract new audiences, with a media integration strategy that would make digital touchpoints the #1 driver of music, ticket and merchandise sales.

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A new vision for success.

Our partnership with Hard Working Americans happened when other artists thought the internet would destroy the music industry. Working together, we were able to rise to the challenge of interacting with the band’s core audience online while hitting the market with a validated digital strategy and distinctive identity that, when combined, both expanded their target audience appeal and communicated the band’s message clearly to let its spirit shine.

The Outcomes

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The development of Hard Working Americans’ digital presence not only produced sold-out shows and #1 hits, but also helped further how they build relationships with their fans. Utilizing a full spectrum of our capabilities, we worked closely with the artists and management team throughout the project to showcase a clear expression of their culture that inspires conversation, collaboration and fun, and brings Hard Working Americans’ music to life. The experiences we crafted together deliver a big impact with fans to help drive sales and set a new standard for communication and engagement.