The first thing I do with a new client is define their competitive advantage(s). Maybe their lyrics are uniquely confessional. Maybe their guitar riffs are hypnotically engaging. Whatever it may be, I compile these into a content calendar and, after testing a combination of captions, videos and audios, analyze the data to determine which competitive advantage(s) will deliver the highest ROI. Using my approach, I found that audiences responded most fervently to the band's lyrics and guitar riffs. Understanding what their audience resonated with allowed me to develop and deliver hyper-curated content that grew their Instagram 1,471%. This translated to 35,035% increase to their Spotify monthly listenership and a sold-out show at Milkboy in Philadelphia (200 capacity). I am responsible for developing and posting all of the content found on their Instagram Reels, TikTok and YouTube Shorts.