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Case Studies

The Hourglass Effect – But Anyways

Photograph of the blog post author, Annika Hope

Annika Hope

18.8.2023

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The Hourglass Effect

Some of the best musical moments happen when you least expect them. That was exactly the case for The Hourglass Effect when their single “But Anyways” was born from an impromptu jam session. What started as a creative escape during the height of the pandemic quickly transformed into something much bigger—a song that would go on to resonate with listeners worldwide.

With their signature blend of rock, country, and heartfelt storytelling, The Hourglass Effect captured the attention of fans across streaming platforms, radio stations, and social media. With a strong creative vision and the right promotional support, they’ve seen their music reach incredible milestones. Let’s dive into their journey and how their collaboration with Music Gateway helped them expand their reach and following.

But Anyways – The Campaign Strategy

To maximize the reach and impact of “But Anyways”, Music Gateway designed and executed a multi-channel marketing campaign that leveraged a mix of organic and paid strategies, including:

Spotify Promotion

  • Playlisting success: Featured on 10+ playlists, achieving over 900,000 Spotify streams to date.
  • Steady listener growth: The campaign boosted engagement and listenership, driving sustained growth for the band.

YouTube Growth & Video Promotion

  • Over 870,000 views on the official music video.
  • Targeted YouTube ads to reach rock and country music audiences.

Social Media Advertising

  • 72,000 impressions across Facebook and Instagram.
  • Highly targeted advertising campaigns to drive engagement and song streams.

TikTok Influencer Marketing

  • A curated selection of TikTok influencers used the track in their videos, helping The Hourglass Effect reach new audiences and increase engagement.

Radio Airplay & Press

  • 141+ spins across 20 radio stations.
  • 4 press releases published in key music blogs and news platforms.
  • Features on music news sites including Find Your Sounds, Music News, and AI Love Music

Results & Impact

With the varied campaigns “But Anyways” saw a surge in exposure, engagement, and audience growth across multiple platforms. The combined success of Spotify streams, YouTube views, social media reach, and radio support highlights the effectiveness of a multi-faceted marketing strategy for independent artists.

Key Highlights for But Anyways:

  • 900,000+ Spotify streams and growing.
  • 870,000+ YouTube views on the official music video.
  • 72,000+ social media impressions via targeted ads.
  • 141+ radio airplays across 20 stations.
  • Influencer collaborations driving organic discovery on TikTok.

The Hourglass Effect – Their Story

The Hourglass Effect is a North Carolina-based rock band founded by Drew Brashear (songwriter), Erin Fox-Clough (vocalist), and Dave Hardman (multi-instrumentalist). Blending elements of rock, country, and heartfelt lyricism, the band continues to carve out a dedicated fanbase through their authentic and evocative storytelling.

The origins of The Hourglass Effect can be traced back to a chance encounter in a parking lot, where Drew Brashear first noticed a striking figure with fiery red hair holding a guitar—Erin Fox-Clough. Intrigued, Drew struck up a conversation, which led to an impromptu introduction to Dave Hardman, an experienced music teacher and multi-instrumentalist.

But Anyways

From that first meeting, the three musicians discovered an undeniable synergy, bonding over a shared love for storytelling through music. Drew, inspired by Erin’s powerful vocals, began tailoring his songwriting to her voice, ultimately shaping the signature sound of The Hourglass Effect—a dynamic fusion of rock and country influences.

“But Anyways”

The single “But Anyways” was brought to life by songwriter Drew Brashear, featuring Dave Hardman and the commanding vocals of Erin Fox-Clough. What started as an impromptu jam session at the height of the Covid-19 pandemic evolved into a fully arranged and emotionally resonant track, later becoming the opening song on their self-titled album.

The debut album, featuring the breakout track “But Anyways”, is available now on all streaming platforms.

Closing Thoughts on But Anyways

The Hourglass Effect’s success with “But Anyways” shows the power of great music combined with smart promotion. Their journey from a spontaneous jam session to a track that’s been streamed nearly a million times proves that independent artists can thrive when they have the right strategy in place. We’re proud to have been part of their story and can’t wait to see what’s next for them.

If you’re ready to give your music the platform it deserves, Music Gateway is here to help you make it happen. Let’s create something amazing together!

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Book a meeting with a Music Gateway A&R today.

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