Case Study

Nick Cave – ‘Ghosteen’ Album

  • Industy
  • Entertainment
  • Region
  • UK, Europe, Asia, North America, Latin America, Aus/NZ,
  • Solutions
  • Digital Strategy
    Paid Media Management
    D2C Marketing


Activate Nick Cave's fan base and maximise revenue through digital marketing for the album Ghosteen.

How we did it.

  • Built a warm audience pool by leveraging catalog music and press coverage prior to album announcement.
  • Conducted full retargeting of warm audiences with pre-order ads and YouTube in-stream ads.
  • Generated hype and streams for the album premiere on YouTube via event response ads on Meta.
  • Launched a second campaign for physical album sales following the digital release.
  • Amplified press album reviews to drive wider awareness outside of music fans.
  • Maximized revenue through D2C sales and store retargeting.
  • Conducted SEO optimization for artist and album to achieve full search coverage.


  • Doubled peak streams, listeners, and followers across streaming services compared to Nick Cave’s previous album Skeleton Tree.
  • Achieved high album chart positions across Europe, with digital streams driving 12.5% of sales.
  • The best-selling LP in the UK in the week of release (15k) and the 26th best-selling LP of 2019.
  • Generated £400k in D2C revenue through the album release period.
  • Achieved full coverage of 2.5 million Google searches for Nick Cave in the album release month.
  • Generated millions of engagements through paid media and 107k clicks.


Click to enlarge images.

"We consider DMS part of our team - their work is a fundamental part of both large scale marketing campaigns, and the day to day running of an artist's business. Highly recommended."

Beth Clayton, Marketing Director, Nick Cave Productions

Work with us.

Call us today and we can start to discuss how best to develop your digital marketing activity.