In the fiercely evolving landscape of the music industry, standing out can be a monumental challenge. Yet, one of the UK’s most authentic pop bands, XY&O, has managed to carve out a distinct niche with their unique sonic.
This case study explores how a strategic campaign leveraging custom social media content on TikTok and Instagram successfully promoted the release of their highly anticipated album The Daze We Spent Together and the single Chase The Sun.
XY&O and Music Gateway
When XY&O teamed up with Music Gateway, alongside distributing their single and album, we wanted to increase their streaming numbers, boost social media engagement, and enhance the band’s presence on influential playlists. It was key to reach a wider audience, engage more people on platforms like TikTok and Instagram, and secure spots on key playlists for maximum visibility.
Custom Socials Campaign: Focussing on TikTok and Instagram with tailored content, targeted ads, and partnering with influencers for maximum exposure.
Playlist Promotion: Submitting the album and single to curated playlists, leveraging Music Gateway’s industry connections.
Results
Streaming Success: The campaign resulted in 10,000 streams from targeted playlists during the campaign period. XY&O secured spots on several key playlists, significantly boosting their visibility.
Social Media Engagement: The custom content and targeted ads on TikTok and Instagram led to a notable increase in engagement. XY&O saw steady growth in followers and interactions, creating a more impactful online presence.
Overall Impact: The campaign led to increased visibility and enhanced brand recognition. There was sustained growth in streams and social media followers even after the campaign ended, expanding XY&O’s listener base and bringing their newer music to previous fans.
Led by Welsh singer-songwriter Skip Curtis, XY&O experienced early online success with their self-released EP Shimmer + Shade, which gained huge popularity on all online platforms and led to one of their first few live shows at Glastonbury Festival.
In The Beginning
XY&O are one of the most enigmatic pop bands in the UK, known for their dreamy haze-pop sound that has captivated listeners since the release of their debut single, “Low Tide.” Their music, which has tens of millions of streams, has been featured in some of the biggest shows on Netflix and in the bestselling Sims game franchise. Despite their success, XY&O operate uniquely: choosing to work with no manager, no label, minimal live performances, and a low-key social media presence.
The Daze We Spent Together & Chase The Sun
The album captures XY&O’s signature haze-pop sound, blending elements of alternative pop, electro-dance, and dreamy indie-pop in a way that defies easy classification. For long-time fans, it’s a culmination of their unique style, while for new listeners, it offers a perfect introduction to a band whose music has been streamed, saved, and playlisted millions of times by hundreds of thousands of people around the world.
Speaking about his journey in writing his debut album, Curtis said, “It was something I had to do, just to prove that I could do it. It was a system purge. It gave me the space to rediscover my joy for XY&O and I set about relaunching the band in my own image.”
Chase The Sun, the single released alongside the album, with its upbeat love-centred lyrics about spending time with ‘the one’ coupled with fresh and infectious beats are the perfect anthem for the summer and signals a fresh direction for XY&O.
“I write love songs. Like everyone else. The people you love are the ones who matter. This album is for them. My wife, my son, my family, my friends. Hopefully, people find something or someone when they listen to it.”
A Different Path
Post-Glastonbury, the band’s physical presence faded despite increasing streams. They turned down offers to collaborate with high-profile artists and focused on licensing their music to exclusive shops, hotels, and super clubs worldwide. XY&O toured around the UK in 2019 before disappearing from the public eye, and after a period of introspection, Skip stepped back from the band to re-evaluate its direction.
“Being in a band is difficult. Touring is difficult. I didn’t like the path that XY&O was heading down after Glastonbury. I felt like I wasn’t in control and that bothered me, so I stepped back and didn’t commit.” Skip Curtis
In 2020, Skip returned his focus to XY&O following the exit of bandmates Nick Kelly and Tudor Davies, and began working on the debut solo album, The Daze We Spent Together.
Closing Thoughts on XY&O
In an era where commercial sameness and the chase for viral trends dominate, XY&O proudly stands out. They don’t sound like anyone else, and they don’t act like anyone else. Refusing to conform to industry expectations, they value individuality and organic appeal above all.
XY&O believes in the music they create and the authentic connections they make with their listeners and they are confident that their unique approach is what sets them apart and drives their success. We look forward to working with XY&O again in the future.
For musicians looking to enhance their digital presence and achieve similar success, Music Gateway offers a range of services tailored to your needs. Whether you want to increase your social media engagement, boost the visibility of your music, or connect with fans worldwide, we’re here to help you achieve your goals.
For more information on our services and how we can assist you, book a call with one of our team.
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