Case Study: Craig Xen
A artist journey from opener to stardom
As an artist manager building a relationship with your client is my biggest key to my success. With Craig "Xen" Gordwin, I will remember our beginning in 2013 as friends when he got his first 1,000 plays on Soundcloud. Since that moment our independent artist and manager relationship lasted 10 years, this is those 10 years of growth.
Client:
Craig Xen (Independent Artist)
Audience:
North America, Europe, and Asia
Goal:
Build Organic Fanbase for organic conversions (Merchandise, Tickets and DSP)
Content Strategy:
Use of hardcore and punk DIY culture, focus on repurpose of performance footage (high energy/mosh pits), BE selective on brands worn and promoted, polish all deliverables with "Craig Xen Touch" including custom font, graphics and colors.
Use of influencers in gaming (Twitch and YouTube recaps), fashion (streetwear stylists and owners) and photography (creators turned videographers).
Fan Engagement:
Focus on calls to action (snippets of new music, mental health posts, responses and fan pages)
Results:
$110K in total merchandise sold
3 Million Monthly Listeners (2015-2017)
8.8 Million Monthly Listeners (2017-2019)
3 Million Monthly Listeners (2020-2022)
800K Monthly Listeners (2025)
2 Billboard Albums (Member's Only Vol. 3 & Member's Only Vol. 4)
1 Worldwide Tour (NA, EU)
12 North America Tours
Contributors:
David Galloway, Andrew Okano, James Pereira (JMP)