Case Study: Zach Zoya × Atelier New Regime Campaign

Written By Damiano Pulcini

Preface: This campaign was planned, executed, and optimized by Damiano Pulcini in 2021, during his time at Universal Music Canada.

In the summer of 2021, Damiano led a multi-platform campaign for rising Canadian artist Zach Zoya, in collaboration with Atelier New Regime, designed to grow his audience and create maximum attention for his culminating single, “Start Over.” By combining music releases, fashion collaborations, live performance videos, exclusive events, and interactive fan engagement, the campaign successfully introduced Zach to new, style-conscious listeners while keeping his existing fanbase engaged.

Content and Release Strategy

Live Performance Video Series

All campaign video content was filmed in a single day across three of Zach’s singles. Two of these—“Understand” and “Feelings”—had already been released, but the live performance videos acted as fresh content to attract new viewers while maintaining engagement among current fans.

YouTube Performance:

The third and final performance video, for “Start Over,” coincided with its official release, serving as the campaign’s climax and main attention driver. These videos were then combined into a YouTube playlist titled “Zach Zoya x Atelier New Regime.

Strategic Insight: Releasing performance videos for previously launched singles created incremental exposure and helped expand Zach’s reach ahead of the final single, while “Start Over” acted as the culmination, maximizing streams and engagement on release day.

Fashion Brand Integration

Partnering with Atelier New Regime allowed the campaign to leverage a built-in audience perfectly aligned with Zach’s target demographic. This cross-industry collaboration amplified reach beyond traditional music channels and strengthened Zach’s cultural relevance within the fashion and lifestyle communities.

Events and Experiential Marketing

The campaign featured an invite-only boutique event at Atelier New Regime, which included:

  • Intimate live performances by Zach Zoya

  • Attendance from DSP representatives, radio personnel, label executives, artists, and select fans

This event not only celebrated Zach’s music but also served as a strategic PR activation, positioning him within both the music and fashion spheres.

Promotional Tactics

  • Social Media Teasers: Short snippets from live performance videos kept fans engaged while drawing in new audiences prior to the release of “Start Over.”

  • Pre-Save Contest: Fans who pre-saved “Start Over” were entered to win 3 × $500 prizes at Atelier New Regime. This incentivized pre-saves, boosting streaming numbers and engagement on release day.

  • Cross-Promotion: Zach’s social channels and Atelier New Regime’s platforms amplified each other’s reach, introducing him to a highly aligned audience and enhancing his cultural positioning.

  • Paid Advertising: Utilizing the cutdowns that organically performed the highest on Zach’s socials, we ran short but impactful Meta ad campaigns for each live performance clip, focusing the majority of our budget on the final video, leading fans to pre-save and eventually stream the new single “Start Over”.

Campaign Outcome

The Zach Zoya × Atelier New Regime campaign successfully:

  • Introduced Zach to new audiences while reinforcing engagement with existing fans

  • Built sustained anticipation through a staggered release of performance videos

  • Culminated in the release of “Start Over,” whose live performance video achieved 17K views, and the official music video achieved 572k views

  • Leveraged the fashion brand’s audience through a multi-channel partnership to expand reach, generate cultural relevance, and strengthen Zach’s overall brand positioning

  • Blended video content, social media engagement, contests, and experiential marketing into a cohesive, high-impact campaign

  • Received coverage and accolades from press outlets, including Complex

  • Helped “Start Over” achieve Gold certification in October 2021, marking a milestone in Zach Zoya’s career

Key Takeaways

This campaign demonstrates the power of cross-industry partnerships, strategic content sequencing, and experiential marketing in elevating an artist’s brand. By integrating music, fashion, social media, and interactive fan engagement, Evergreen Music created a holistic campaign that not only drove measurable results but also strengthened Zach Zoya’s cultural relevance and long-term career trajectory.

At Evergreen, we pride ourselves on crafting campaigns that go beyond traditional promotion—strategically blending content, partnerships, and experiential moments to elevate an artist’s brand. The Zach Zoya × Atelier New Regime campaign is a prime example of how leaders at Evergreen leverage creative strategy and cross-industry collaboration to drive measurable growth, build cultural relevance, and set artists up for long-term success. By designing and executing campaigns with both impact and vision, Evergreen continues to position our artists at the forefront of music and culture.

Damiano Pulcini

Music Marketing & More

https://evergreenmusic.ca
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