This Is How Monstercat Reached #2 On iTunes Dance Chart In 24 Hours

Canadian record label “Monstercat” dominated the iTunes Dance Chart last Wednesday, reaching the number #2 spot in less than a day. The brilliant utilization of viral app platforms allowed the modest electronic label to secure a priceless position for “Expedition 016.” How? Partially, it was common campaign tactics like cryptic messaging, strong artistry, and a loyal fan base; but there was a bigger, newer driving force behind the hyper-growth of “Expedition 016,” that force was a glamorous “Growth Hacking” strategy. By combining free, high-value music, social media, and a narrow time-frame, Monstercat rose above the clutter and achieved success in a few short hours. This is how they did it.

They started by setting up the download through “Thunderclap.it” an app that allows users to “donate” a timed message to be posted at a company’s discretion. So, Monstercat created a website, scheduled “Expedition 016” to be released for free, but only for a two-hour period, and linked the download via the Thunderclap interface.

As the beginning of the two-hour period came closer, news was quickly spreading about the time-sensitive download opportunity. Once that two-hour time span began, Monstercat published their donation collection and boom, it reached millions.

The numbers were through the roof, “Expedition 016” hit #2 by the end of the day. Even though the time-span ended, the virality curve continued. Huge numbers of fans, who missed their chance for the free album download and were desperate to listen to what everyone was talking about, purchased the album, resulting in the highest grossing Monstercat album to date.

This article was written by: Follow @ChadWRR


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