Here’s what happened
Stolen Dance
was recorded by two teenagers in a bedroom in Kassel and released in 2013. It took nine years to reach its first billion Spotify streams. The second billion took less than half that.
We were approached to build and operate a network of 30 accounts for Milky Chance - band fan pages alongside themed accounts spanning different niches and audiences. The remit covered both the frontline release schedule and one of the strongest catalogues in European independent music.
Catalogue records of this age are usually managed, not marketed. The assumption is that the audience has already found them. Milky Chance is the counter-argument: a 2013 record accelerating in 2026, faster than it moved on release.
FIG. 01
Track breakdown: catalogue depth
The approach: thirty pages, multiple entry points
A single fan page reaches a single kind of fan. Thirty pages built across different themes and niches reach thirty different audiences, and each one is a separate entry point into the same catalogue.
This matters more for a band like Milky Chance than for a frontline pop act. Their music sits across folk, indie, electronic and festival contexts, and the audiences for each barely overlap. Running a diversified network meant catalogue records could be positioned natively inside each context rather than pushed generically at everyone.
FIG. 02
Across the network, as posted
The reading
Milestones
Stolen Dance
crossed 2 billion Spotify streams during the campaign, making Milky Chance the first German band to reach that figure on a single track. The song simultaneously hit its highest ever position on Spotify’s Germany chart.
The band passed 18 million Spotify monthly listeners - the highest of their career.Naked And Alive
reached 2.7 million creates at 10,000 per day.