Journey to the New - Missing Frequencies Creative Studio

Marcus Gilmore

Album Launch and Live Performance Video

Nick Hakim Soundcheck at Outliers Fest

Journey to the New

Marcus Gilmore

For drummer and composer Marcus Gilmore’s album Journey to the New, Missing Frequencies Creative Studio developed a combined organic and paid social launch strategy designed to reactivate his audience, drive Bandcamp sales, and build momentum around a deeply anticipated release. Through coordinated content editing, calendar planning, and targeted advertising, the campaign helped elevate the album to one of the standout jazz releases of the year.

Visit Drummerslams Website

Visit Drummerslams Website

Client

Drummerslams

Timeframe

3 months

Project Type

Album Launch and Live Performance Video

Released

September 4, 2024

Sep 4, 2024

Journey to the New

Overview

Missing Frequencies delivered a full month of organic content, a tightly crafted posting strategy, and a Meta ad campaign designed to drive traffic directly to Bandcamp. To complement the digital rollout, we also produced a multi-camera live performance video at Nublu, which quickly became his second most-streamed video on his YouTube channel. Together, these elements formed a dynamic, multi-platform story around the album, allowing fans to engage with the release at every stage.

Missing Frequencies delivered a full month of organic content, a tightly crafted posting strategy, and a Meta ad campaign designed to drive traffic directly to Bandcamp. To complement the digital rollout, we also produced a multi-camera live performance video at Nublu, which quickly became his second most-streamed video on his YouTube channel. Together, these elements formed a dynamic, multi-platform story around the album, allowing fans to engage with the release at every stage.

Marcus entered the release cycle with a devoted but largely dormant online audience, a highly respected musical reputation, and an album poised for critical acclaim. Our goal was to create a digital environment that matched the ambition of the music — something structured, strategic, and accessible, without compromising his underground credibility.

Journey to the New

The Challenge

Skier in the slope

Marcus’ audience is discerning, musically literate, and highly engaged with the jazz ecosystem — but not always consistently active on social platforms. The challenge was to create a release plan that felt authentic to Marcus’ artistic identity while still driving meaningful metrics such as downloads, traffic, and engagement. Because the campaign relied heavily on Bandcamp (rather than traditional streaming), we needed content that pushed urgency, community support, and exclusivity.

Marcus’ audience is discerning, musically literate, and highly engaged with the jazz ecosystem — but not always consistently active on social platforms. The challenge was to create a release plan that felt authentic to Marcus’ artistic identity while still driving meaningful metrics such as downloads, traffic, and engagement. Because the campaign relied heavily on Bandcamp (rather than traditional streaming), we needed content that pushed urgency, community support, and exclusivity.

Additionally, the rollout needed to condense months of pent-up anticipation into a single cohesive month of activity, requiring a clear blueprint that Marcus could easily execute while on the road and juggling press.

Additionally, the rollout needed to condense months of pent-up anticipation into a single cohesive month of activity, requiring a clear blueprint that Marcus could easily execute while on the road and juggling press.

Journey to the New

The Solution

Missing Frequencies designed a step-by-step content roadmap that anticipated every moment of the release: announcement week, single drop, press amplification, Bandcamp listening parties, vinyl pre-orders, and the in-person album release show. We edited video assets, built a posting calendar tailored to Marcus’ voice, and crafted captions that balanced storytelling, artistry, and conversion-oriented messaging.

Missing Frequencies designed a step-by-step content roadmap that anticipated every moment of the release: announcement week, single drop, press amplification, Bandcamp listening parties, vinyl pre-orders, and the in-person album release show. We edited video assets, built a posting calendar tailored to Marcus’ voice, and crafted captions that balanced storytelling, artistry, and conversion-oriented messaging.

Womain in blue snowsuit

Womain in blue snowsuit

Womain in blue snowsuit

To accelerate reach, we paired this with a paid Meta ad campaign optimized for profile traffic and Bandcamp clicks, designed around jazz-specific interest targeting, lookalikes from his existing audience, and retargeting of engaged listeners. The campaign created a steady cadence of visibility across Instagram and Facebook, ensuring that the momentum sustained through the entire release month. Finally, the Nublu live performance film added a premium layer of artistry to the campaign — an anchor visual that fans could revisit and share long after release day.

Professional skier

Journey to the New

Journey to the New

Performance Results

The campaign achieved remarkable results: Journey to the New climbed to the top of Bandcamp’s Jazz charts, holding its position for weeks and driving 400+ album purchases/downloads. Marcus’ audience re-engaged across platforms, and the Nublu live video quickly became his second most-viewed YouTube upload, extending the campaign’s impact beyond social media. Most notably, the album was later named a Top Album of 2025 by the New York Times — a recognition supported by the sustained visibility and momentum of the digital rollout.

The campaign achieved remarkable results: Journey to the New climbed to the top of Bandcamp’s Jazz charts, holding its position for weeks and driving 400+ album purchases/downloads. Marcus’ audience re-engaged across platforms, and the Nublu live video quickly became his second most-viewed YouTube upload, extending the campaign’s impact beyond social media. Most notably, the album was later named a Top Album of 2025 by the New York Times — a recognition supported by the sustained visibility and momentum of the digital rollout.

Journey to the New

Final thoughts

Marcus Gilmore’s album launch exemplifies Missing Frequencies’ strength in pairing artist-centered storytelling with strategic digital execution. By designing a rollout that honored the music, supported Marcus’ voice, and leveraged the mechanics of modern digital platforms, we helped transform a deeply personal project into a critically acclaimed and commercially successful release. This campaign shows how thoughtful planning, targeted ads, and artist-first content can turn a one-month release window into a long-term digital footprint — one that continues to introduce new listeners to Marcus’ work and reinforce his standing as one of today’s most innovative drummers.

Marcus Gilmore’s album launch exemplifies Missing Frequencies’ strength in pairing artist-centered storytelling with strategic digital execution. By designing a rollout that honored the music, supported Marcus’ voice, and leveraged the mechanics of modern digital platforms, we helped transform a deeply personal project into a critically acclaimed and commercially successful release. This campaign shows how thoughtful planning, targeted ads, and artist-first content can turn a one-month release window into a long-term digital footprint — one that continues to introduce new listeners to Marcus’ work and reinforce his standing as one of today’s most innovative drummers.

Journey to the New

Credits

Austin Kruczek

Talia Davis

Noah Flaharty

DP/Editor

Audio Mixing

Winter scene

Winter scene

Journey to the New

Austin Kruczek

Talia Davis

Noah Flaharty

DP/Editor

Audio Mixing

Winter scene

Previous Project

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Culture, sound, and story.
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Start a conversation

Meet the clients who are part of our success story

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Culture, sound, and story.
Your trusted creative partners.

Start your project now by contacting us below.

Start a conversation

Meet the clients who are part of our success story

Team working in an office watching at a presentation

Culture, sound,
and story.
Your trusted creative partners.

Start your project now by contacting us below.

Start a conversation

Meet the clients who are part of our success story

Team working in an office watching at a presentation