Using demographic and psychographic targeting, we help to identify and reach audiences who are likely to resonate with a particular genre, artform, style or cultural dynamic. Equal parts art and science, this process involves making some reasonable assumptions about the kind of fanbase an artist is likely to speak to and continuously monitoring analytics to assess real-world data. Concrete examples would include posting to specific Facebook groups, email campaigns to interest-based subscriber lists, radio promotions on genre-centric stations, press releases to relevant outlets of choice and placement within music festivals or alongside similar artists.