UNIR1 RECORDS · ARTIST DEVELOPMENT CASE STUDY · 2014

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Kirsten Allan:
From artist outreach to a #1 chart position.

A relationship-first radio promotion campaign for Hear Me. Combining artist development, personalized station audio, original interviews and documented airplay.

As founder of UNIR1 Records, I worked directly with Kirsten Allan to create and deliver a radio promotion package, contacted broadcasters in my network, produced custom station introductions, conducted an artist interview, and designed release artwork.

The original UNIR1 Records DigiBook reports a #1 position on the DRT National Airplay R&B Top 50 and a #2 position on the National Airplay Top 50 Independent chart. The weekly monitoring reports below independently document airplay totals, not chart rankings or sole causation.

Original Kirsten Allan Hear Me single cover artwork designed by Scott Price
Original Hear Me cover design by Scott Price.
#1DRT R&B chart position reported in 2014 DigiBook
9,168Spins reported across eight weekly DRT reports
8 weeksOriginal reports: June 22–August 16, 2014

THE OPPORTUNITY

Relationships made the campaign possible.

Kirsten Allan, an independent singer-songwriter from Melbourne, Australia, released Hear Me through UNIR1 Records. The campaign combined a paid radio promotion package with direct outreach to stations already connected to the UNIR1 network and broader radio exposure in the United States.

My approach was to treat broadcasters as individual partners. Kirsten recorded brief station-specific identifications; I personally handled the recording process, editing, assembly and production of customized audio for participating stations. I also interviewed Kirsten, edited the resulting recordings, and created the release's cover artwork.

This project brought together business development, artist and broadcaster relationships, customer service, audio production, graphic design, and campaign coordination.

MY CONTRIBUTIONS

From first contact to finished promotional assets.

Artist & client relationship

Worked directly with Kirsten on her purchased radio promotion package, creative requirements and station-specific messages.

Radio outreach

Personally contacted broadcasters within the UNIR1 network and coordinated station-oriented promotional materials.

Audio production

Recorded, edited and assembled customized station introductions using Kirsten's short spoken identifications; conducted and produced a two-part artist interview.

Visual & release materials

Personally designed the original Hear Me cover artwork and supplied supporting release materials, including the DigiBook sent to Ingrooves.

ORIGINAL CAMPAIGN DOCUMENTATION

Eight weeks of reported radio airplay.

DigitalRadioTracker's eight original weekly reports show 9,168 reported spins of Hear Me from June 22 through August 16, 2014. The strongest reported week was August 3–9, with 1,213 spins.

Weekly reported spins, with links to original monitoring reports
Reporting periodRelative airplaySpinsSource
Week 1Jun 22–28901PDF ↗
Week 2Jun 29–Jul 51,198PDF ↗
Week 3Jul 6–121,051PDF ↗
Week 4Jul 13–191,211PDF ↗
Week 5Jul 20–261,203PDF ↗
Week 6Jul 27–Aug 21,205PDF ↗
Week 7Aug 3–91,213PDF ↗
Week 8Aug 10–161,186PDF ↗
Eight-week total9,168

Source: DigitalRadioTracker weekly station monitoring reports supplied from the original 2014 campaign archive. Spin counts are reported plays, not unique listeners. Chart positions are separately stated in the contemporaneous UNIR1 DigiBook; the reports do not establish that any one activity caused the chart outcome.

ORIGINAL RADIO INTERVIEW

Hear the work behind the campaign.

This excerpt from Part 1 of my interview with Kirsten provides a direct example of my artist communication, interviewing and audio production work. It is an interview recording, not a commercial song.

Kirsten Allan — Interview, Part 1

Original recording · Approximately 9 minutes 26 seconds

ORIGINAL RELEASE MATERIAL

The 2014 Hear Me DigiBook

Preserved release material identifying UNIR1 Records and documenting the campaign's reported DRT chart placements.

View original DigiBook (PDF) ↗

PROFESSIONAL TAKEAWAY

I build audiences by building relationships first.

For me, this campaign represents the intersection of relationship development and hands-on execution: establish trust with an artist, connect with broadcasters, create the promotional deliverables, and measure the results. It's the same people-first approach I've carried into customer success, technical support, and digital media operations.

Explore more of my work →