Results
| Metric | Change |
|---|---|
| Monthly listeners5,579 → 24,516 | +339% |
| Monthly streams8,924 → 78,322 | +778% |
| Spotify followers12,201 → 13,958 | +14% |
| Email subscribers340 → 867 | +155% |
| Monthly revenue$112 → $3,170.55 | +2731% |
The Challenge
Proper Youth had spent years chasing playlist placements and blog features that looked impressive on paper. The pattern was always the same: metrics would spike while spending money, then vanish the moment the campaigns stopped. We weren't building a fanbase - we were renting an audience of bots and passive listeners who disappeared as fast as they arrived.
The Strategy
Progressive Campaign Building
Started with playlist.spark and spotify.spark campaigns, then layered in ig.spark and retargeting.
Geographic Targeting Mix
40% US, 30% "green light" countries (CA, UK, AU, NZ), 30% lower-cost engaged markets.
iPhone Content Strategy
One monthly shooting day producing 30+ iPhone-shot performance videos - no expensive productions.
Flywheel Effect
Created compound growth: Instagram → Spotify → Email → Merch, with each channel feeding the next.
Campaign Timeline
Month 1
Foundation with spark campaigns
5,629 → 8,234 listeners
Months 2-3
Added Instagram & scaled winners
8,234 → 11,891 listeners
Months 4-5
Launched retargeting campaigns
11,891 → 18,567 listeners
Months 6-7
Cart campaigns for merch
18,567 → 24,516 listeners
Investment & Return
Service Fee
$4,250
Ad Spend
$13,820
Total Investment
$18,070
Key Results
340% growth in monthly listeners (5,579 → 24,516)
Monthly revenue grew from $112 to $3,170 (2,730% increase)
Cart campaigns achieved 1.85-2.01x ROAS on merch sales
Built email list of 867 engaged fans
iPhone-shot videos drove more engagement than high-production content
"We burned years on playlist pitchers and publicists with nothing real to show for it. Barely's scientific approach - test what works, kill what doesn't - took us from 5K to 24K listeners in 6 months. iPhone videos outperformed expensive productions. Targeting real fans beat playlist schemes. Simple math."
— Proper Youth
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