Nikhil Iyer: Musical Artist Strategy & Management

End-to-end management and digital marketing strategy implementation for Indian-American music artist Nikhil Iyer, resulting in significant growth in audience reach and digital presence.

Our Customer

Customer: Nikhil Iyer
Industry: Music
Retainer: Ongoing Retainer

Nikhil Iyer is an Indian-American artist, vocalist, and guitar player. He has over 20,000 monthly listeners from 92+ nations, resulting in 45,000+ monthly streams, and a total reach of 65,000+ fans.

Our Role

At Brandarrow Agency, we had the pleasure of working with Nikhil Iyer, an up-and-coming music artist. As his personal management team and business strategist, we took on all roles and responsibilities relating to Marketing & Brand Development Strategy, Adwords & Facebook Business Campaigns, Outreach & Partnerships, Music Distribution, Digital Presence Manager, Mechanical Licensing, Web & Creative Design, Copywriting, SEO Optimization, and Brand Analytics. Through our collaborative efforts, we helped launch Nikhil’s digital streaming career, distributed his music to over 25+ streaming services, analyzed audience trends to generate successful cover songs, and created an influencer TikTok page that now boasts over 37,000 followers and 850,000 likes. Though we are no longer managing Nikhil, we still assist with his digital marketing efforts, specifically in accordance with his online presence. Our expertise in digital marketing and brand development has helped Nikhil establish a strong online presence, allowing him to stand out in a crowded music industry.

Project Highlights

Launched digital streaming career, resulting in over 310,000 listeners and surpassing 1,000,000 streams all-time
Distributed original and cover music to over 25+ streaming services including Spotify, Apple Music, JioSaavn, Pandora, iHeartRadio, Tidal, YouTube Music, Gaana, and more
Analyzed audience trends to generate a cover song that can prove to be successful, and ended up being Nikhil’s most streamed song on at over 500,000 streams and the highest revenue earner
Perfected a Facebook Business campaign for an upcoming release, targeted towards the intended audience, resulting in 20,000 clicks in a 7 day time-frame using merely $20.00 ad spend
Contacted and contracted with large publishers including T-Series to obtain mechanical cover song licensing credentials
Created influencer TikTok page eventually resulting in an acquisition stream, now boasting 40,000+ followers
Worked alongside YouTube’s artist verification team and submitted documentation to earn an “Official Artist Channel” checkmark on Nikhil’s YouTube channel
Designed many creative assets including album cover art, social profile banners, music videos, and more
Adopted + maintained artist Google Knowledge panel, ensuring syndication of new artist releases and information
Managed the domain and created a Solo.to website linked to it, streamlining the learning and listening experience for fans

Project Images

The Issue:

Nikhil Iyer faced several challenges as a relatively unknown indie artist with a small following on YouTube. His lack of presence on major platforms meant that his music was largely undiscovered by a wider audience. Additionally, without a TikTok account, he missed out on a massive platform for music promotion and discovery, further limiting his reach and growth potential.

The Solution:

As Nikhil’s personal management team and business strategist, we set out to help him overcome these challenges and establish a robust digital presence that would expand his reach to a wider audience. Our first step was to launch his digital streaming career and distribute his original and cover music to over 25+ streaming services including Spotify, Apple Music, JioSaavn, Pandora, iHeartRadio, Tidal, YouTube Music, Gaana, and more.

To maximize his exposure and appeal, we analyzed audience trends to generate a cover song that we believed would be successful, resulting in Nikhil’s most-streamed song with over 500,000 streams and the highest revenue earner. We also perfected a Facebook Business campaign for an upcoming release, targeting it towards the intended audience, resulting in 20,000 clicks in a 7-day timeframe using only a $20.00 ad spend.

One of our major successes was creating an influencer TikTok page for Nikhil, which he did not have before. This platform has since garnered over 37,000 followers and over 850k likes, contributing to his overall digital presence and exposure. We also worked alongside YouTube’s artist verification team and submitted documentation to earn an “Official Artist Channel” checkmark on Nikhil’s YouTube channel.

Finally, we designed creative assets such as album cover art, social profile banners, music videos, and more, and managed his digital presence, including SEO optimization and brand analytics, to ensure that he was reaching his target audience and his music was being syndicated widely. With our help, Nikhil has now exceeded 20,000 monthly listeners from 92+ nations, resulting in 45,000+ monthly streams, and a total reach of 65,000+ fans. Through our comprehensive solutions, Nikhil’s personal brand and appeal have grown tremendously, opening up new opportunities for his music career.

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