Beyond "Tiffany’s": Bridging the Gap Between Nostalgia and a Modern Fanbase
The Challenge: The "Legacy Band" Paradox
Deep Blue Something had a globally recognized hit in 1995’s “Breakfast at Tiffany’s”, but they faced a classic legacy band challenge: massive recognition for the song, but less so for the band. While everyone knew the track, many didn't actually know the band behind it. They lacked a deeply engaged modern fanbase invested in their new music.
When Kelzana partnered with the band's label, Flatiron Recordings/Label 51 Recordings, in April 2025 ahead of their album release, Lunar Phase, their digital footprint was scattered. They had misaligned branding, unoptimized social platforms, no booking agent, and an audience that needed to be guided from passive nostalgia into active fandom.
The Strategy: Aesthetic Evolution & Digital Housekeeping
Brand Evolution: We defined a new, cohesive aesthetic that was heavily guided by the band's direct input on how they wanted to be perceived—centering the artist's vision in the brand development. We positioned the band as mature, introspective, and effortlessly cool, shifting the visual tone to deep navy tones, vintage amps, and tailored style to bridge the gap between their ‘90s roots and their current identity.
Digital Foundation: We executed comprehensive audits and cleanups of their website and social media. This included optimizing their YouTube channel, unifying profile imagery, streamlining the website user experience, and updating font and color palettes to match the new brand identity.
Execution: Bridging Past and Present
Content Strategy: We advised the artist and label teams on high-value content pillars that honored their history while pushing new music. This included an "Acoustic Session" of their classic hit executed for YouTube to drive top-of-funnel nostalgia traffic, and "Deep Cuts" storytelling videos to build deeper connections.
Targeted Ad Campaigns: We ran targeted digital campaigns for the Lunar Phase release, strategically putting ad spend behind 18-44-year-olds with affinities for similar '90s pop-rock acts in the US, UK, Germany, and Australia. Additionally, we executed hyper-local ad campaigns to support their summer tour run in key US cities (including Nashville, Pittsburgh, and Little Rock), retargeting existing fans while successfully capturing new local listeners.
The Results: Moving the Artist Forward
By respecting their legacy while introducing a fresh creative direction, we successfully converted casual listeners into an active, monetized, and touring fanbase.
Deepening Fandom (Spotify)
We didn't just want more streams; we wanted real fans. During the Lunar Phase campaign, Streams per Listener surged by 88%, and album Saves jumped by 114%. Overall, the band's Spotify followers grew by 23.5% (adding over 15,000 new followers), proving a successful shift from passive listeners to active fans.
Explosive Organic Reach (Instagram)
Through optimized, brand-aligned content, the band's Instagram presence skyrocketed. We drove a 1,400% increase in organic reach, causing their overall reach to more than double (+107%). This targeted visibility successfully converted, sparking a 525% increase in follower growth and more than tripling link clicks (+214%).
TikTok Growth & Catalog Lift
We leveraged nostalgia to feed top-of-funnel discovery. Over a six-month period, user-generated content utilizing the official "Breakfast at Tiffany's" audio surged, resulting in nearly 19,000 fan videos and 65.3 million post views. On their owned account, our content strategy drove over 138,000 views in just two months, accelerating their follower growth by nearly 500%.
YouTube Monetization
We optimized their presence and successfully got the channel monetized in Fall of 2025, unlocking a brand new revenue stream. These optimization efforts pushed total annual views to 12.8 million and increased average view duration.
Live Touring Upgrade
While the band’s label and management team worked hard to secure representation with Reliant Talent, our digital repositioning and audience growth provided critical momentum to help support that transition, resulting in strategic routing and an elevated tour presence moving into 2026.