Here’s what happened
Billi Royce is a developing artist. There was no legacy catalogue to mine and no established fandom large enough to carry a sound on its own. The objective was clear: efficient reach into audiences with no prior relationship to the artist, and conversion of that reach into streams.
So we didn’t build artist fan pages. We built the niches.
The reading
The approach: sixteen pages, sixteen audiences
We created and activated a network of themed pages from zero, each one native to an established TikTok content community:
The logic is the inverse of a fan page campaign. A fan page asks an existing audience to engage with a record. A niche page asks an existing content community to encounter one - and content communities are considerably larger than any developing artist’s fanbase.
Dance music is particularly suited to this. It functions as a bed rather than as the subject, which means the same record can sit under motorbike footage, football clips, rave crowds and summer content without any of it feeling forced.
FIG. 01
Across the niches, as posted
And the results?
Sixteen pages and just over 1,100 videos generated 9.8 million views at a $0.05 CPM.