Setting a gold standard in audience development for Nick Cave
Region
UK
Australia
Europe
South America
North America
Sectors
Music
Entertainment
The goal
Transition from a traditional, label-reliant model to a dynamic, artist-centric digital infrastructure. Our primary objective was to establish full artist ownership of audience data to recognise and reward deep fan loyalty, in partnership with Nick Cave Productions.
Approach
Our partnership, which began in 2017, focused on dismantling a fragmented ecosystem where third-party agencies and labels "rented" the artist’s audience. We implemented a holistic growth engine built on three strategic pillars.
01
Our partnership, which began in 2017, focused on dismantling a fragmented ecosystem where third-party agencies and labels "rented" the artist’s audience. We implemented a holistic growth engine built on three strategic pillars.
01
Our partnership, which began in 2017, focused on dismantling a fragmented ecosystem where third-party agencies and labels "rented" the artist’s audience. We implemented a holistic growth engine built on three strategic pillars.
01
We shifted all tracking and data assets directly to the artist’s control. This included the technical setup of a unified "data spine"—integrating pixel tracking across all official sites (NickCave.com, Cave Things, and The Red Hand Files) to feed a centralised CRM and ad account ecosystem.
02
We shifted all tracking and data assets directly to the artist’s control. This included the technical setup of a unified "data spine"—integrating pixel tracking across all official sites (NickCave.com, Cave Things, and The Red Hand Files) to feed a centralised CRM and ad account ecosystem.
02
We shifted all tracking and data assets directly to the artist’s control. This included the technical setup of a unified "data spine"—integrating pixel tracking across all official sites (NickCave.com, Cave Things, and The Red Hand Files) to feed a centralised CRM and ad account ecosystem.
02
To bridge the gap between albums, we executed low-spend warming strategies that kept the audience receptive during downtime. This was amplified by a unique technical SEO strategy: optimising the site for high-intent lyric searches, the second-highest search driver for artists, to intercept traffic from third-party sites and pull fans directly into the official ecosystem.
03
To bridge the gap between albums, we executed low-spend warming strategies that kept the audience receptive during downtime. This was amplified by a unique technical SEO strategy: optimising the site for high-intent lyric searches, the second-highest search driver for artists, to intercept traffic from third-party sites and pull fans directly into the official ecosystem.
03
To bridge the gap between albums, we executed low-spend warming strategies that kept the audience receptive during downtime. This was amplified by a unique technical SEO strategy: optimising the site for high-intent lyric searches, the second-highest search driver for artists, to intercept traffic from third-party sites and pull fans directly into the official ecosystem.
03
We connected sophisticated email automation with the band’s international D2C stores. By designing behavioural flows, such as a high-performance welcome series, we created a system where immediate merchandise sales from new subscribers consistently funded the ongoing cost of lead acquisition.
04
We connected sophisticated email automation with the band’s international D2C stores. By designing behavioural flows, such as a high-performance welcome series, we created a system where immediate merchandise sales from new subscribers consistently funded the ongoing cost of lead acquisition.
04
We connected sophisticated email automation with the band’s international D2C stores. By designing behavioural flows, such as a high-performance welcome series, we created a system where immediate merchandise sales from new subscribers consistently funded the ongoing cost of lead acquisition.
04
Results
Massive database scaling
Nick Cave & The Bad Seeds’ primary email list grew by over 100,000 subscribers (45% increase) in two years.
Massive database scaling
Nick Cave & The Bad Seeds’ primary email list grew by over 100,000 subscribers (45% increase) in two years.
Massive database scaling
Nick Cave & The Bad Seeds’ primary email list grew by over 100,000 subscribers (45% increase) in two years.
High-intent engagement
Total email clicks increased by 199% since 2023.
High-intent engagement
Total email clicks increased by 199% since 2023.
High-intent engagement
Total email clicks increased by 199% since 2023.
D2C growth
The Cave Things ecommerce list grew by 83%, with total clicks increasing by 20% since 2023, directly powering the artist’s independent commercial viability.
D2C growth
The Cave Things ecommerce list grew by 83%, with total clicks increasing by 20% since 2023, directly powering the artist’s independent commercial viability.
D2C growth
The Cave Things ecommerce list grew by 83%, with total clicks increasing by 20% since 2023, directly powering the artist’s independent commercial viability.
Arena-scale momentum
By leveraging these warmed, owned audiences, we successfully supported the growth of Nick's audience from alternative artist to mainstream cultural icon, helping storm and sell out major international arena tours.
Arena-scale momentum
By leveraging these warmed, owned audiences, we successfully supported the growth of Nick's audience from alternative artist to mainstream cultural icon, helping storm and sell out major international arena tours.
Arena-scale momentum
By leveraging these warmed, owned audiences, we successfully supported the growth of Nick's audience from alternative artist to mainstream cultural icon, helping storm and sell out major international arena tours.
"We consider Times One Hundred 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
"We consider Times One Hundred 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
"We consider Times One Hundred 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
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A 30-minute chat to explore your goals, ask questions, and see if we’re the right fit to drive your growth. No hard sell or pressure, just an honest conversation.
Book a discovery call
A 30-minute chat to explore your goals, ask questions, and see if we’re the right fit to drive your growth. No hard sell or pressure, just an honest conversation.
