Ziggy Ziggy 003: Annika Rose
Every day we highlight the leading artists in Web3 and curate our favourite tracks. Follow ZiggyZiggyMusic on Twitter to bring music discovery straight to your social feed.
Day 003: Annika Rose - Bruises
This track is a pure pop dream. The bouncy synth bass and anthemic singalong chorus captured us immediately.
Not only is the music incredible, but the NFT drop was one of the best playbooks for independent artists we’ve seen so far + a strong traditional Web2 campaign.
Listen to the track and then read how she did it.
Collect
The track dropped on Sound.xyz and sold out in presale alone.
Two are currently available on the Sound Market.
The playbook
Before dropping any music in Web3, Annika spent her time building a community.
She spoke on Spaces, joined Discords, engaged with collectors.
That’s not unusual but she did one extra thing that changed the game…
Free POAPs
Annika gave out free POAP NFTs to anyone who came to her Twitter Spaces or attended a real life event.
By the end of 2022, she’d given out 500 POAPs.
Those NFTs also acted as the allowlist for the presale of her debut drop - Bruises.
It sold out immediately before it even got to the public sale.
The free NFT strategy built an early community which helped guarantee the sellout of her NFT drops.
The Web2 rollout
After debuting in Web3 with an NFT drop, the team also rolled out a traditional music campaign.
It featured on Spotify’s New Music Friday playlist and is now sitting at half a million streams.
Shout out to NVAK Collective - the record label that helped launch the full campaign. They recently outlined their full strategy on Mirror.
Disclosure: we own Bruises and other Annika Rose NFTs.