PORTFOLIO
Project Management: Album Releases
Secured, led and assisted creative teams in concept development and production of cohesive and impactful branding for album art, promotional materials, advertising, and messaging.Orchestrated and led weekly team meetings to foster idea sharing, efficiency, and communication.Consistently mobilized multiple project contributors to ensure deadlines for manufacturing, packaging, and delivery of product/assets were met.Scheduled and coordinated special appearances, tours, press engagements, and release parties choreographed to increase sales, brand awareness, and fan engagement.Managed D2C and B2C sales channels for physical and digital products.Released over one hundred albums for various artists including Randy Rogers Band, Cross Canadian Ragweed, Parker McCollum, Cody Canada & The Departed, Hold My Beer & Watch This (Wade Bowen & Randy Rogers), Charlie Robison, Bruce Robison, Jason Boland & The Stragglers, Reckless Kelly, Seth James, Red Shahan, Jason Eady, Kelly Willis, Jamie Lin Wilson, Micky & The Motorcars, Statesboro Revue, Matt King, Stoney LaRue, Mike McClure, Midnight River Choir, and Bleu Edmondson.Here are three album release case studies...
Hold My Beer, Vol 2
Rogers & Bowen, 2020
Branding Strategy: Randy and Wade recorded a traditional country album, heavily influenced by iconic artists who still define an entire genre of music. With that as our driving concept, we focused on creating a signature brand for the modern-day artists that also aligned with classic country aesthetics. We went so far as to commission the legendary “Rhinestone Rembrandt,” Manuel Cuevas, to create custom suits for Randy and Wade just like he made for Ray Price, Gene Autry, Hank Williams, and John Wayne (among others). We were able to tap into marketing opportunities outside of the standard, music-based media outlets by simply crediting the famous tailor in press pitches, messaging, and marketing assets. It was a subtle initiative resulting in a big impression on new audiences.
- Art: Betsy Baird
Hellbent
Randy Rogers Band, 2019
Sales Strategy: Historically, D2C CD sales have been instrumental in the success of artists for two equally important reasons: they generate a substantial amount of income and they are used to determine chart placements. With the CD’s looming extinction, we had to adjust our strategy for sales to include a physical copy of the album for charting purposes that was also affordable and of perceived value to the fans. We re-allocated our product funds to focus on a three-dimensional, limited edition vinyl package with an autographed framable insert. We marketed it as a collector’s item, targeting the band’s fanbase long before it was made available anywhere else. We were able to charge a premium price while providing a highly coveted product to consumers.
- Art: Morgan Avery, Evolve Media
Probably Wrong
Parker McCollum, 2017
Market Strategy: We studied Parker’s primary audience to determine how they consumed music (at what rate, which platforms, etc). We learned that his particular demographic had a relatively short attention span when it came to new music releases. This tasked us with creating a release strategy that enabled us to stretch our market presence over a longer period of time. We divided the tracks into three EP’s released over the course of 6 months. Fans were able to pre-purchase the full album from day one or purchase each of the individual EP’s as they were made available. We used grat-tracks to incentivize both options. This created an increase in fan engagement and crowd-sourced promotional materials, expanded press opportunities, and set Parker ahead the curve for utilizing innovative market strategies.
Art: Morgan Avery, Evolve Media
Brand Management: Social Media
Social Media has become instrumental in growing awareness, increasing engagement, and cultivating community.
Intentional, authentic messaging is key to successful social media marketing.
Not For Profit
Live Like Lovey
Ben H. Dorcy III (aka “Lovey”) was many things to many people throughout his lifetime. He was a professional ice skater, served in the Navy during WWII, was a confidant, a bodyguard, a driver, a movie extra, a delivery man, a roadie, a friend…and a great storyteller.
Live Like Lovey is committed to supporting touring crew members via physical and mental health resources, educational opportunities and financial assistance during times of crisis.
Organized, submitted for and secured IRS 501(c)(3) status
Planned and executed annual “Ben Dorcy Day” events
Testimonials & References
Contact information for references available upon request. “Robin is well-versed in crafting artists’ stories. She dives deep into what makes them tick and translates those elements into strong story points that others might overlook. Her experience makes her an asset to any team, and her skill set applies to everything from artist development and live events to album and single launches. She is respected, trustworthy and known for her creativity and work ethic.”
—Jacquelyn Marushka, President Marushka Media
“For the better part of two decades, I had the opportunity to work side by side with Robin Schoepf. Through multiple album releases and thousands of live events she helped make the Randy Rogers Band one of the most successful touring acts in the country. From event marketing with venues and festivals to dealing directly with sponsors, radio programmers and on-site relationships, her knowledge of the music industry is unparalleled. She guided our career with passion, respect, integrity and professionalism. She understands brand marketing and has the tools to help any business succeed, especially those in the somewhat daunting entertainment industry.”
— Randy Rogers, Randy Rogers Band
“Each project, album, show, event, and sponsorship campaign that Robin and I worked on together involved working with a variety of external team members. Robin is not only a natural leader but a curator of the perfect team for each job. She is exceptional at recognizing other people’s strengths, talents, and skills and creates a work environment that encourages growth for individuals as well as teams. Her ability to creatively plan, direct, execute, and analyze ensured our entire team(s) were on point for success.”
— Morgan Avary, Owner/Founder Evolve Media
“I have known Robin for more than 10 years and during that time have had the pleasure of collaborating with her on a number of projects and endeavors. Most recently, we worked together to produce the Randy Rogers Family Foundation Golf Tournament and raised more than $235K for the GRAMMY non-profit, MusiCares. Robin’s ability to foster a positive, team-oriented work environment is one of the many reasons she is so highly respected as a leader in our music community. Above all else, is Robin’s heart. Not only does she genuinely care and pour herself into every project, she also cares about “her” people and that is what makes her an absolute asset to any team or organization she is part of.”
— Allie Sisoian, Owner Function Events & Entertainment
“ I got to work with Robin on many projects that required a lot of ‘out of the box’ marketing strategies. She always approached each project with excitement and unique ideas. Her ability to collaborate with the team and devotion to her work were impeccable. Being able to plan for the best, prepare for the worst, and figure things out on the fly are some of her best qualities. I loved working with Robin and hope I get to again in the future.”
— Malia Barrett, Owner/Founder Mavin Management Specialists
“In a very short amount of time, Robin helped us define our vision and provided a business plan that helped us shape our farm’s brand. Not only does she have the ability to efficiently execute a wide range of events, but she also has the marketing acumen to help pinpoint and communicate with our target demographic. Her ability to connect with influencers as well as engage on a grassroots level is invaluable.”