Here's How Artists And Label Are Crushing V-Day Promos This Year
Let's talk Valentine's Day marketing that actually works. Forget the basic heart emojis and pink merch - some artists and labels are showing us how to nail the season of love with campaigns that fans actually want to be part of.
Here's what's working right now.
1. Laufey’s Chocolate Strawberry Vinyl
Laufey just dropped a heart-shaped vinyl that looks like a chocolate-dipped strawberry, featuring "Valentine" on Side A and a live recording from Harpa Concert Hall on the B-side.
Each pressing has a unique chocolate-drip pattern and comes with an exclusive photo card. For fans, it’s an easy yes.
- Holiday tie-in plus limited drop creates instant urgency
- Every copy is different, making it a collector’s dream
- Pre-orders closed January 31, adding to the exclusivity
2. Sumo Cyco’s Personal Touch
Here's a band that gets it. They already send weekly voice memos to their fan club, but for Valentine's? They're leveling up with handwritten cards and video messages straight from the band.
Why it works? They're not trying to reinvent the wheel - just amplifying what their fans already love about them: that real connection.
3. Caroline Dare’s Valentine Fan Club Soft Sell
Want to see a masterclass in the soft sell? Caroline just showed us how it's done. She hit fans with a genuine Valentine's Day check-in email, then smoothly dropped this at the bottom:
"P.S. If you love emails like this, you can get even more connection with me through Caroline’s Cosmos."
That’s her new fan club, powered by yours truly. No hard pitch needed—and that’s the beauty of it. When you lead with real connection, fans naturally want more.
4. Dine Alone’s Free Fan Giveaways
Here's the truth: if your only direct-to-fan move is "buy this," you're doing it wrong. Dine Alone Records gets it - they just dropped Valentine's Day lyric sheets and coloring pages fans can print at home. No catch, no purchase needed - just fun stuff that keeps fans coming back.
This kind of gesture keeps fans engaged without asking for anything in return, building goodwill and naturally drawing them back to the shop when they’re ready to buy.
The Bottom Line
Valentine’s Day offers more than just a seasonal sales bump—it’s an opportunity to foster lasting connections with fans. Here are some ideas for getting started:
- Drop something limited that creates FOMO
- Rewarding fans with extra perks for being in your fan club
- Give fans something fun (or free) to share
The best part? These strategies work year-round. It's all about finding that sweet spot between giving fans what they want and creating moments they won't want to miss.
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