For independent musicians, marketing often feels like an uphill battle. Budgets are limited, competition is massive, and the platforms you rely on are unpredictable. But with the right strategy, even small teams can create meaningful, scalable growth.
In this case study, Signal & Stride partnered with The Rough Edges, an independent modern-grunge band, to build a release and advertising system that doubled their Spotify streams — without increasing spend or relying on label support.
This is the exact framework we use to help artists grow faster and more consistently, regardless of budget.
The Rough Edges approached Signal & Stride with a clear and ambitious goal:
Double their annual Spotify streams in 2024 compared to 2023.
But like most DIY artists, they faced several obstacles:
Inconsistent release sequencing
Limited local reach (due to relocation)
No established testing or optimization framework
Strong art direction and songs, but no structured promotion
No label or external marketing team
To hit their goal, we needed a repeatable system that increased algorithmic visibility and consistently reached high-intent listeners globally.
During our audit, we identified three core areas of opportunity common across emerging artists:
Past singles were spread out inconsistently, creating long engagement gaps that slowed playlist momentum and algorithmic recommendations.
The band had great songs and visual content, but no scaled promotional engine to reach new listeners outside their existing audience.
Without testing variations of hooks, visuals, messaging, or audiences, their paid media potential was capped.
Each issue represented a high-leverage opportunity to drive predictable, repeatable growth.
We created a structured rollout designed to maximize Spotify’s algorithmic signals.
The timeline:
Jan 26, 2024: Lead single Heaven Never Knew Me
Mar 1, 2024: Full LP Points in Parallel
Earlier singles like Over You, Fairweather Beggar, and Remedy strategically resurfaced
This steady cadence created recurring Release Radar updates and kept the band in listeners’ feeds, generating 100,000+ pre-release streams before the LP even came out.
Since local promotion wasn’t feasible, Signal & Stride launched a digital-first global ad strategy aimed at:
Fans of similar artists
Listeners in high-engagement regions
Platforms most aligned with the band’s goals (Spotify, YouTube, Instagram)
Ads were timed around each release moment to maximize visibility and momentum.
Signal & Stride tested:
Hook variations (melodic passages, heavy riffs, lyric cutdowns)
Multiple visual styles (performance clips, studio shots, animated text)
Messaging formats (lyrics-forward, vibe-forward, performance-forward)
Audience segments by affinity, location, and behavior
Once top-performers emerged, budget was shifted toward the highest-converting combinations.
Instead of “set and forget” campaigns, we ran a dynamic optimization model:
Scaling audiences with high save rates
Shifting spend as algorithmic traction changed
Prioritizing ad formats with strong playback and repeat-listen behavior
This created a compounding growth loop throughout the year.
Signal & Stride helped The Rough Edges:
Double their annual Spotify streams by October
Grow from 34,000 streams in 2023 → 86,000+ in 2024
Increase global listenership
Boost save rates and repeat listening
Earn placements in Spotify algorithmic playlists
Establish a repeatable release + ads model for future projects
All without increasing budget, and without any label support.
This is the power of aligning release strategy, ads, and optimization under one system.
Many artists assume they need:
A label
A massive ad budget
Industry connections
But what they really need is a system that combines:
Intentional release scheduling
Smart, targeted ads
Ongoing experimentation
Data-driven optimization
When these pieces work together, artists can grow at a pace that once felt impossible.
At Signal & Stride, this is exactly what we help independent musicians build: a modern, reliable growth engine designed for DIY realities.
Whether you’re preparing your next single, building toward an EP or LP, or want a strategy to grow your streams year-round, Signal & Stride can help.
We offer:
Release planning
Paid media setup and optimization
Creative testing frameworks
Listener targeting strategies
End-to-end marketing systems that scale
Let’s make your next release your most successful yet. Connect with us.