Brand & Album Launch Communications
Michelle Rhea Goddard
The Artist
Michelle Rhea Goddard is an Americana singer-songwriter based in Nashville whose sound sits at the intersection of California cool, honky-tonk, bluegrass, and country. After relocating from Silicon Valley to pursue her dream as a recording artist, Michelle recorded a 17-track debut album and needed a communications partner to help her introduce herself to the world.
The Problem
Michelle had the music. What she didn't yet have was the narrative infrastructure to launch it with intention. Moving into a new market as an independent artist during the pandemic meant there was no built-in momentum to lean on. She needed brand foundations, press positioning, and a communications strategy that would introduce her to the right audiences, publications, and platforms with credibility and cohesion before a single track dropped.
What I Led
Brand Foundation
Developed brand positioning, messaging architecture, artist narrative, and a press-ready storytelling framework to establish a clear and consistent public identity
Built a comprehensive communications strategy aligned to the album release timeline, spanning earned media, digital campaigns, and audience growth
Aligned creative assets, including website, visuals, videos, and merchandise, with the overarching brand narrative to ensure consistency across every public touchpoint
Press & Media Relations
Created press materials, including EPK, media FAQs, bio, messaging documents, and pitch angles tailored to target outlets
Identified and pitched relevant publications, reviewers, and radio platforms to secure earned placements
Managed press outreach, follow-ups, and ongoing relationships with editors and curators
Launch Execution & Optimization
Supported the rollout of six singles leading into the full album release
Monitored performance analytics and adjusted messaging and outreach strategy based on audience and media response
Launched new owned channels, including YouTube and email, to build a long-term audience infrastructure
Results
Secured ad placements in five publications
Earned album reviews in Americana Highways and New Releases Now
Achieved featured placement for three playlists on Pandora AMP Fresh Cuts Radio
Supported the launch of six singles and a full album release
Grew social audience by 7% and launched new channels, including YouTube and email
Built and owned an email audience from zero to 90 subscribers with a 50% average open rate
Launched
Generated streaming growth across Pandora and Spotify
Increased YouTube watch time, contributing to royalty earnings
Project Highlights
“Working with Alexa and constructing my brand was a joy. I’m grateful that I found her and that we’ve been able to find a clear ebb and flow with our work styles and achieve objectives together. Had I not brought Alexa on board, listened to her counsel, and given her the autonomy to guide aspects of my business and brand, I’m not sure where these entities would be today; she’s made an undeniable and indelible impact.”
