Case Study (Dru Solomon)
OBJECTIVE
Engineer visibility for independent artist Dru Solomon through his first-ever live show, a cinematic extension of his debut album, JUSTTV. This wasn’t about promotion. It was about translation: turning an online following into physical presence, cultural momentum, and foundational impact for an emerging genre-breaker from the Midwest.
Dru had all the artistry but none of the traditional markers:
• No national press.
• No previous live performance.
• No label or co-sign.
With a tight budget and no industry scaffolding, the task was to create resonance and sell out a room without compromising Dru’s identity or aesthetic.
CAMPAIGN GOALS
Sell 100 tickets
Elevate visibility for Dru Solomon as an artist with a point of view
Build a repeatable blueprint for future rollouts, partnerships, and creative growth
STRATEGIC BLUEPRINT
Target Communities
We didn’t target “personas.” We moved with real people:
Alternative music fans in the Twin Cities
Creatives
Indie skaters, art kids, and experimental hip-hop lovers
Listeners aligned with Jean Dawson, Steve Lacy, Earl Sweatshirt
Visual Language
We leaned into minimal colors, cinematic visuals, film-grain textures, guitar close-ups, and rehearsal moments. LaFynk PR pushed the narrative that Dru is an artist, not a product.
ROLLOUT
1. Soft Signal Teaser
“JUSTTV LIVE”
A single reel of Dru playing the guitar. Just community curiosity and real-time energy.
2. Announcement + Flyer Release
The official flyer dropped May 22 (60-day runway). Shared across:
Group chats
Mutuals’ feeds
IG Stories
Collaborators’ platforms
Flyers posted across Saint Paul / Venue
3. Dump Strategy
It was important to keep Dru true to who he is. We wanted to show that he is a regular guy—as he proclaimed to be—but centered in the community. We used Instagram to drop a photo dump of him showing his community spaces. It created a story of the working artist’s energy, without forced aesthetics.
4. Short-Form Film Series (Dir. by TDM5)
Another layer to the strategy was creating visuals tied to the live performance. JUSTTV, to Dru, is different channels in his mind. Dru already had an amazing director in mind, and the collective TDM5 created exactly what the show was supposed to be—showing that Dru can still be free in his world of JUSTTV. It also gave audiences the opportunity to see Dru in this artist state before the actual show.
5. Co-Promotion with Openers
To really create a good show feel, we knew we wanted to include the openers in the strategy. We went through rounds of listening to different artists and their music and finally decided on Rojohasu. The energy between Dru and Rojohasu was true to each other. It was important to cross-promote on each other’s Instagrams because we wanted to continue telling the story of JUSTTV.
6. Micro Paid Push
A $100 Instagram ad ran 14 days before the show, geo-targeted to local music fans and Dru’s audience.
Result: noticeable bump in last-minute sales and event saves.
PERFORMANCE SNAPSHOT
Tickets Sold: 95
Average Ticket: $10
Conversion Rate: 95% without traditional PR infrastructure
Social Metrics
Top post: Promotional video (23K+ impressions)
6% engagement
Audience screenshots, countdowns, and private DMs surged organically
Cultural Impact
Solidified Dru’s presence as a live act
Captured usable pictures for future pitch decks and booking
No label. No “influencer moments.” Just real results
WHY THIS MATTERS
LaFynk’s campaign for JUSTTV LIVE wasn’t a “promo run.”
We knew we wanted to build a foundation for intentional storytelling, artist-first visuals, and resonance over reach.
The result: 95 people showed up. And they felt JUSTTV LIVE.
This is how visibility becomes legacy.