How LakeB2B Transformed Genre-Based Audience Engagement for an Emerging Media Company

Executive Summary

A growing media and entertainment firm sought to transition from broad-audience broadcasting to a precise, data-led engagement model. By partnering with LakeB2B, the company increased ticket sales, and a repeatable acquisition engine, and more.

The Challenge: Advancing Beyond General Audiences

The organization faced a common hurdle in the digital media space. Its marketing campaigns were reaching general audiences rather than specific fan bases. This approach limited revenue realization, leaving the company with specific challenges like:

• Limited Segmentation: The internal database contained contacts without information regarding music preferences, genre affinity, or listening behavior. This prevented the team from running personalized campaigns.
• Inefficient Engagement: Marketing efforts for artists and events reached audiences with lower relevance scores, which resulted in higher costs per engagement.
• Underutilized Data Assets: While the client held 750,000 in-house contacts, they lacked value-added enrichment and remained underutilized.
• Lack of Scalable Acquisition: Fan acquisition relied on individual, ad-hoc attempts rather than a repeatable model that could support business growth.

The Chief Product Officer required a data infrastructure capable of supporting hyper-relevant audience targeting across streaming, events, and acquisition channels.

The Solution: A Two-Phase Data Strategy

LakeB2B structured the engagement as a two-phase delivery, focusing on testing the hypothesis with a bounded dataset before expanding to the full program.

Phase 1: Pilot Program

• LakeB2B delivered 100,000 net-new contacts of verified music enthusiasts, segmented by genre preferences, enabling the team to refine campaign messaging and validate targeting hypotheses.

Phase 2: Full Scale Deployment

• The team enriched the existing 750,000 in-house contacts with Value-Added Fields (VAF) regarding music interests and engagement signals.
• LakeB2B provided an additional 750,000 net-new music enthusiast contacts, bringing the total audience to over 1.5 million.

The data segmentation included affinity signals for genres such as Hip-Hop, Jazz, Latin, EDM, Pop, R&B, Rock, Country, K-Pop, and Afrobeats. Each record included enrichment fields covering genre preference tiers, platform engagement behavior, and geographic data.

Results and Key Outcomes

The transition to genre-based targeting produced consistent improvements across the marketing funnel:

Results and Key Outcomes

• Streaming Growth: Campaigns targeting specific genre affinities drove higher play-through rates and follower conversions on platforms like Spotify and YouTube.
• Event Success: Promotions for live events reached genre-matched audiences, outperforming previous demographic-only strategies.
• Data Utilization: The enrichment process converted 750,000 dormant internal records into active, high-performing targeting assets.
• Scalable Framework: The client established a repeatable campaign playbook, allowing for consistent deployment across new artists and releases without recreating strategies from scratch

Conclusion

The engagement demonstrates that the more precisely audience data reflects genuine interests, the more effectively campaigns perform. By validating the targeting strategy with a pilot phase before scaling, the client built a robust, data-backed foundation for long-term growth.

Ready to get started?

Whether you require net-new audience acquisition, first-party data enrichment, or a complete genre-based segmentation strategy, LakeB2B can scope a solution for your campaign goals.