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Capturing Coachella Lightning in a Bottle
When Addison Rae headlined Coachella this year and the crowd lost it to “Fame Is a Gun,” the cultural momentum felt instant. But the social infrastructure behind that track was built months in advance, one creator at a time, by Griffin Haddrill and his team at LV8. By moving past the standard 48-hour launch spike and focusing on an always-on creator strategy, they drove over 80 million views and a staggering 9% engagement rate.
What You’ll Learn in This Episode
How to move past the standard 48-hour launch spike and build true cultural momentum
What a deep, hyper-specific audience mapping approach looks like compared to standard demographic targeting
How to build and organize a massive global framework of editors for real-time clipping strategies
Why organic marketing and performance marketing must live in separate, equal buckets to scale effectively
The real data behind human-led vs. AI-driven creative performance and how it impacts consumer retention
Episode Chapters
(00:00) Intro
(04:00) Moving Beyond the 48-Hour Launch Spike
(05:29) The Power of Depth in Audience Targeting
(07:22) Setting a 9% Engagement Rate Standard
(08:31) Capturing Lightning in a Bottle with Speed to Market
(09:59) The Underbelly of Social Strategy: Clipping and Global Editors
(11:39) Splitting the Buckets: Organic Brand Building vs. Performance Marketing
(14:12) The Hidden Impact of AI on Consumer Attention and Retention
(18:48) Human-Led Creative vs. AI Performance Data
(21:48) The Brand That Made Griffin Smile
(22:30) Outro
About Griffin Haddrill
Griffin Haddrill is the founder of LV8, a Gen Z-founded and led digital-first agency based out of Las Vegas. LV8 specializes in creator-led strategies that drive massive digital culture momentum for music labels and global legacy brands alike. Known for pushing past traditional marketing frameworks, Griffin and his team have orchestrated high-profile lifecycle campaigns for artists like Addison Rae and major entertainment partnerships with Columbia Records.
What Brand Has Made Griffin Smile Recently?
e.l.f. Cosmetics recently put a massive smile on Griffin’s face with their unexpected Liquid Death collaboration. He loved how two highly unique, disruptive brands came together to create something incredibly fun, cool, and beautifully chaotic for their shared communities.
Resources & Links
Listen & Support the Show
Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.
Rate and review on Apple Podcasts and Spotify to help others find the show.
Share this episode — email a friend or colleague this episode.
Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of the Marketing Podcast Network.
Until next week, I’ll see you on the Internet!
Learn more about your ad choices. Visit megaphone.fm/adchoices
View all episodes
By Nick Westergaard
4.8
9393 ratings
When Addison Rae headlined Coachella this year and the crowd lost it to “Fame Is a Gun,” the cultural momentum felt instant. But the social infrastructure behind that track was built months in advance, one creator at a time, by Griffin Haddrill and his team at LV8. By moving past the standard 48-hour launch spike and focusing on an always-on creator strategy, they drove over 80 million views and a staggering 9% engagement rate.
What You’ll Learn in This Episode
How to move past the standard 48-hour launch spike and build true cultural momentum
What a deep, hyper-specific audience mapping approach looks like compared to standard demographic targeting
How to build and organize a massive global framework of editors for real-time clipping strategies
Why organic marketing and performance marketing must live in separate, equal buckets to scale effectively
The real data behind human-led vs. AI-driven creative performance and how it impacts consumer retention
Episode Chapters
(00:00) Intro
(04:00) Moving Beyond the 48-Hour Launch Spike
(05:29) The Power of Depth in Audience Targeting
(07:22) Setting a 9% Engagement Rate Standard
(08:31) Capturing Lightning in a Bottle with Speed to Market
(09:59) The Underbelly of Social Strategy: Clipping and Global Editors
(11:39) Splitting the Buckets: Organic Brand Building vs. Performance Marketing
(14:12) The Hidden Impact of AI on Consumer Attention and Retention
(18:48) Human-Led Creative vs. AI Performance Data
(21:48) The Brand That Made Griffin Smile
(22:30) Outro
About Griffin Haddrill
Griffin Haddrill is the founder of LV8, a Gen Z-founded and led digital-first agency based out of Las Vegas. LV8 specializes in creator-led strategies that drive massive digital culture momentum for music labels and global legacy brands alike. Known for pushing past traditional marketing frameworks, Griffin and his team have orchestrated high-profile lifecycle campaigns for artists like Addison Rae and major entertainment partnerships with Columbia Records.
What Brand Has Made Griffin Smile Recently?
e.l.f. Cosmetics recently put a massive smile on Griffin’s face with their unexpected Liquid Death collaboration. He loved how two highly unique, disruptive brands came together to create something incredibly fun, cool, and beautifully chaotic for their shared communities.
Resources & Links
Listen & Support the Show
Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.
Rate and review on Apple Podcasts and Spotify to help others find the show.
Share this episode — email a friend or colleague this episode.
Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of the Marketing Podcast Network.
Until next week, I’ll see you on the Internet!
Learn more about your ad choices. Visit megaphone.fm/adchoices
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