CAMPAIGN OVERVIEW
19th & 7th worked with NY singer-songwriter Tom Moran around the planning, release, and promotion of his debut full length "Roommate Of A Friend Of Mine" throughout 2021.
SERVICES RENDERED
- Artist Bio
- Art Direction
- Video Production
- Digital Marketing
- Radio Promotion
- Photography
- Spotify Optimization
- YouTube Optimization
- Publicity
Archive Notice:
This case study is more than one year old. This artist's current statistics may differ from the results reported here.
Art Direction
Our art director is quoted as saying that Tom's music is both "authentic and nostalgic," and wanted the cover for Roommate of a Friend of Mine to reflect that. Instead of simply faking the vintage aesthetic, the portrait was photographed on black and white film, scanned, and digitally airbrushed to recreate the antiquated process of photo colorization as authentically as possible.

The covers for the singles “Stay” and “Hermit” use some of Tom's favorites for shoots with our in-house photographer. Tom wanted the singles to stand apart from the cover of the full-length, but still belong together. These were made to match one another, using the same color grading and typeface.
Our in-house photographer supplied photos for the creation of banner ads and social media graphics.
Video Production
Facilitated music video production with filmmaker Tom Flynn for “Roommate Of A Friend Of Mine,” “Stay,” and “Hermit.” Our in-house video production team created social media edits from the videos, as well as shot live and behind the scenes footage for marketing purposes.
Artist Bio
Our Copywriter conducted a two hour interview with Tom in order to craft a unique artist biography that gave context for his debut album.
When singer/songwriter Tom Moran makes reference to scenes like being stuck in traffic on the Brooklyn Bridge, he’s not trying to get you to imagine yourself in a romanticized version of the Big Apple. He's just a person trying to get home. And in the rare instances where famous landmarks appear on his full-length debut Roommate of a Friend of Mine, Moran strips away the glow of coolness that so often enshrouds them, making space for the kind of quiet introspection we rarely associate with the metropolitan grind. Roommate of a Friend of Mine is an album that very much points you back down to earth with songs that find their way to wherever you happen to be, to hit you where you live in every sense of the term. One can feel out of place—and learn how to find one’s place—anywhere. And it’s between those two poles of experience that a lifetime’s worth of highly relatable, almost beautifully mundane, interactions unfolds across the ten slice-of-life turns of rippling folk-pop the album showcases.
Publicity
Our publicity team secured premieres, reviews, and playlist adds for all three singles and the album, with an album premiere on The Big Takeover as well as support from Glide Magazine, Under The Radar, Americana UK, and more.




Radio Promotion
We ran a specialty campaign for the “Roommate Of A Friend Of Mine” single and serviced the full album to college and non-commercial radio, finding support from WUNH, WXAV, KGLT, WHFR, WBGU, WRRC, WCSF, WLUR, WBGU, WUNH, WSUM, WLUR, WVMO, WUNH, and KUBU.
Spotify Optimization
Went from under 100 to over 10K monthly listeners and 30K single streams over the course of a three-month campaign, including placement on over 15 playlists.

YouTube Optimization
Launched artist’s YouTube presence, publishing three music videos, live single performance clips, and behind-the-scenes videos telling the stories behind the songs for over 70K engagements.
