Brent Faiyaz used the same information that every artist has access to promote his album, Wasteland,

Brent has been active in music since 2013 but emerged during 2016 after singles with Goldlink, Juice Wrld and some others, by 2020, his level of fame and recognition had risen to a whole other level after the releases of Fuck The World (EP) and the incredibly viral Dead Man Walking.

Brent was in a unique position of both being well known within his niche and also being celebrated by a mainstream audience off the success around the UGC of Dead Man Walking. The obvious move here is to double down on image and reinvest back into the audiences that love you in order to create a stronger bond. 

Brent had outsourced a lot of work but paid attention to listener data and demographics, such as location, which at the time, 4 cities made up 17% of his listenership. It made sense to hire local PR firms and agencies to help organise surprise meet and greets, build relationships with local curators, tastemakers and strategise developing awareness in these markets.

The next step was developing his brand, which is a long term process with many things to consider, however his team wanted to label him as the “anti hero”, digital ads pushed the visual aesthetic of the album and brents character, with billboards to aid in album themes too.

Brent’s fan base around this era was very tight knit, but the explosion of Dead Man Walking on tiktok meant there were a lot of new listeners who liked the music, but didn't know the artist himself. The frequent coverage mixed with constant ads and setting the tone for his brand created a closer relationship with colder audiences and Brent, adding fan events in the mix created a mix of both fomo and excitement. Which had put Brent in a very visible position.

The 4 cities he came to have maintained and grown its listenership whilst simultaneously growing all of following across multiple platforms