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Interscope Records · MusicSoup

Wisp — If Not Winter

4.9M Total Views
218K Interactions
9 Organic Features
Campaign Overview

Wisp is a leading voice in the new wave of shoegaze, with a sound reminiscent of what I consider a blend of Slowdive and Mazzy Star. She has been on the rise since 2023, when she released her first song, "Your Face," which went viral on TikTok. Since then, she has continued releasing music consistently while developing a dreamy visual aesthetic to match her sound.

MusicSoup and Interscope Records partnered with LIBRARIES to introduce Wisp's aesthetic to a digitally native and culturally engaged audience on Instagram. The objective was to prioritize authenticity by integrating Wisp's music directly into LIBRARIES' existing content language. Posts were designed to mirror the atmospheric, nostalgic tone the audience already engaged with, allowing tracks from the new If Not Winter album to surface organically within curated visual content.

This approach, combined with feature posts that highlighted her visuals and framed her as a visual icon, helped put a name to a face behind such a distinctive sound.

Campaign Details
Client Interscope Records / MusicSoup
Artist Wisp
Genre Shoegaze
Platform Instagram (@libraries)
Campaign Type Organic Feature Posts
Posts Published 9 Features
Initial Moodboard
Initial Moodboard
Curated Content

1. AUDIO EMBEDS: By embedding Wisp's most recognizable tracks into content already native to the LIBRARIES feed, the campaign introduced her music in a format the audience was already engaging with, building recognition through repeated exposure. I curated 6 posts that aligned closely with her aesthetic, ensuring each felt native to the platform.

Wisp Post 1 Wisp Post 2 Wisp Post 3

2. ORGANIC FEATURES: Once the audience had familiarity with Wisp's sound, she was introduced visually through subtle placements within pop culture moments, pairing her image with her music across posts.

Wisp Post 4 Wisp Post 5

3. FEATURE POST: After the audience became accustomed to her presence on the page, a dedicated post highlighted Wisp's rise, key co-signs, and directed viewers to her upcoming album and tour.

Wisp Post 6
Campaign Outcomes
Stats

The campaign increased Wisp's exposure to a highly engaged Gen-Z audience and generated strong engagement throughout the rollout. Across nine independently developed organic features, the campaign amassed nearly 5 million views and 218,000 interactions, with audiences actively saving and sharing content. Shortly after the campaign period, Wisp surpassed 3 million monthly listeners on Spotify, reflecting continued momentum around her releases.

What I Learned

Working with an artist whose aesthetic is clearly defined across both audio and visuals made this project especially rewarding. Curating each post required aligning closely with that identity while introducing her to new listeners who connected with the style. As her team prepared for a global tour during the campaign, it was my responsibility to deliver content that felt authentic to both the artist and the platform. This experience strengthened my ability to plan around a release calendar, balance label objectives with audience expectations, and execute multiple touchpoints independently while maintaining consistency across the campaign.

Wisp
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