Singer & Songwriter Pays Tribute to the Virtual Weddings of the Coronavirus
An album release during the beginning of the pandemic lockdown wasn't ideal, yet award-winning artist, Alexi Paraschos' music celebrated love in the midst of challenges.
Here's the Sitch (aka Situation):
Called "blue-eyed soul for the 2ist century," Alexi Paraschos is an award-winning soul, R&B, and pop singer/songwriter based in Philadelphia. He is known for his smooth tenor voice paired with original, catchy melodies, which give him his unique and captivating sound. Inspired by a trip to his father's homeland of Greece in 2018, Alexi wanted to bring awareness to his project, "Love Odyssey" which pays homage to his Greek heritage, and his subsequent wedding engagement to his longtime partner.
In a 3-month "Love Odyssey" campaign we worked alongside influencer and social media marketing agency, DRTR Agency, to craft a compelling narrative that would not only make R&B fans aware of Alexi, but also listen to the album.
To lead our strategy, we leveraged Alexi's existing accolades (i.e. awards, playing at SXSW Music Festival, and successfully kickstarting an East Coast Diner Tour) and notable album features (hip hop veteran, Jadakiss; Grammy-award winner, Chrisette Michele, Natalie Stewart from Floetry and more) to push the leading single, "Mine."
Since the release was at the beginning of the pandemic lockdown which halted all performances, music videos and in-person opportunities to generate awareness, we suggested that Alexi (whose wedding was pushed back for the unforeseeable future), spotlight couples who had virtual weddings for the release of the single's video.
Our Impact & Client Milestones:
In addition to a press release, our tailored pitches earned 7 placements on local, regional and national platforms (Estimated impressions: 38M+).
29% of coverage were music reviews, 57% were profiles or features highlighting Alexi's brand story
The "Mine" music video featured 30 newlyweds representing sixteen states, six countries, and four continents.
Notable media coverage: New York Times, Philadelphia Magazine, ThisIsRnB, and Soul Tracks.
The story was also picked up by NECN (an NBC affiliate).