Case Study: Graham Brown Band — grahambrownsongs.com

The problem Graham Brown had decades of professional audio and video behind him, but no central place for it to live, and no system turning casual viewers into site visits, streams, or merch sales.

 

What I did

• Audited everything first — social, streaming, email — and wrote up the gaps and a plan to close them before touching design or ad spend.

• Built a central destination: an independent site and merch store he owns outright, replacing scattered platform links.

• Turned his archive into ongoing content — cut years of existing footage and audio into a steady stream of short-form video for social.

• Ran ads on a lean, targeted budget ($100–150/week), aimed narrowly at people likely to actually stream or buy.

 

Results (12 months)

• 1.1 million total video views

• Organic watch hours grew roughly 10x

• 1,000+ unique site visits a day, on that same lean weekly spend

 

Building a new product from scratch: the Digital Vault A $9.99 one-time bundle — exclusive acoustic videos, a handwritten songwriter's journal, unreleased photos, a high-res audio track. I developed the concept, shot and edited the video, wrote the ad copy, and ran paid campaigns across Google and TikTok with automated delivery on purchase.

• Diagnosed the real problem: sales had stalled despite steady traffic. Traced it to a login wall buried in checkout, stopping buyers before they ever saw a payment screen.

• Fixed it: rebuilt checkout as guest-only — Apple Pay, Google Pay, PayPal, or card, no account required.

• Caught a broken conversion-tracking tag that had been hiding the real numbers.

• Used the corrected data to redirect ad spend toward the markets actually converting, instead of the ones assumed to be working.

• Added a vote mechanic so fans help pick the next album's song, turning a one-time purchase into a reason to come back. Still tuning it against real conversion data, not what looks good on paper.

Get in touch: darkhorsegraphics@telus.net

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