The Takeaway
Independent producer Todd Moultrie used a run of promotion billboards to grow his fan base beyond social ads. Ten campaigns across six digital boards, including one in Times Square, produced 4,925 blips and 298,167 estimated impressions. Jazzgroupiez’s overall fan base grew roughly 20%, the US fan base doubled, and Apple Music streams increased about 80% in a single month.
Why Jazzgroupiez Turned to Billboard Advertising
Beaumont, Texas-raised producer Todd Moultrie launched Jazzgroupiez in 2013 as a fan site for Black American music, especially jazz, R&B, soul, blues, and hip hop. In 2017, he transitioned to producing, layering vocals by artists from around the world into his own records. He has released a debut album and multiple EPs since.
Jazz reaches an older audience that spends less time inside social feeds. Todd needed a channel that could put his name in front of listeners that the platforms did not reach. Traditional out-of-home was out of reach for an independent artist. Blip gave him a way to run in specific cities, including Times Square, on his own budget.
How Jazzgroupiez Built Its Billboard Campaign
Todd started in February 2021 with a Times Square placement, then expanded to Chicago and Los Angeles, where the label had additional jazz fan bases.
- Boards selected: Six digital placements across the US, starting with Times Square and expanding to Chicago and Los Angeles.
- Creative approach: Album and artist imagery aimed at listeners who already recognized the sound but had never seen the label name in the wild.
- Campaign structure: Ten campaigns over time, so the same audience saw the label more than once.
- International lift: One of the featured South African artists, Saul Madiope, gained credibility with big South African artists after appearing on a Times Square screen.
The Creative
The design leaned on the artist rather than the label mark. For other independent artists planning their own out-of-home flights, Blip’s billboard design guidelines explain how to translate album covers into board-safe artwork.
What Jazzgroupiez’s Campaign Delivered
Ten flights across six digital boards produced 4,925 blips and 298,167 estimated impressions. The measurable outcomes Jazzgroupiez reported were direct: the overall fan base grew by about 20%, the US fan base doubled, and Apple Music streams increased by about 80% within a single month. Instagram following was up substantially over the same window.
Todd also called out a less measurable outcome: the reaction from family, friends, and fellow artists. Being on a Times Square screen changed how the industry treated the label, and it gave a featured South African artist leverage back home. That is what a well-timed run of promotion billboards can do for an independent artist who has the music but needs the credibility to move the next conversation forward.
I was over the moon about me being an independent artist and being able to find an affordable advertising medium outside of social media. Getting a billboard as an independent artist is one of the biggest things you can do marketing-wise.
Todd Moultrie, Jazzgroupiez
Why This Campaign Worked
- Times Square as signal: One high-visibility placement made the label credible to press and industry contacts, not just fans.
- Repeat exposure in jazz markets: Chicago and Los Angeles flights kept the label visible in cities where audiences were already listening.
- Ten campaigns over time: Rotation gave the same audience multiple chances to remember the name.
- Audience beyond social feeds: Boards reached the older demographic that jazz depends on, but social ads miss.
What Independent Artists Can Take From This Campaign
Independent musicians and label runners can use this pattern:
- Anchor with a signal market: A Times Square placement earns industry attention that supports every other campaign.
- Follow with the cities where fans live: Chicago and Los Angeles were chosen for real listenership, not glamour.
- Track streams alongside follows: Streaming platforms react to name recognition before the site does.
- Let featured artists share the moment: A collaborator on a billboard is powerful proof for their own network.
Run a Campaign Like Jazzgroupiez
Start with the market that earns you signal, expand into the cities where your listeners live, and let the boards do the recognition work.
Frequently Asked Questions About Jazzgroupiez’s Billboard Campaign
How many billboards did Jazzgroupiez use?
Six digital boards across 10 campaigns, including a Times Square placement.
What results did Jazzgroupiez see?
Overall fan base grew about 20%, the US fan base doubled, and Apple Music streams increased about 80% inside a single month.
How much did the campaign cost?
The exact spend is not published. The flights delivered 4,925 blips and 298,167 estimated impressions across six boards.
Do promotion billboards work for independent artists?
They can. For Jazzgroupiez, they lifted streams, followers, and industry credibility, especially through a Times Square placement.
How do I set up a Times Square campaign?
You can select a Times Square placement directly from the Blip marketplace and manage the flight yourself, without an agency.