Case Study:
Primary Wave Music
Robin Godfrey-Cass has a legendary career spanning over 30 years in the music industry, where he has worked with iconic artists and helped shape the global music landscape. As the youngest ever appointed Managing Director of Warner/Chappell Music UK in 1984, Robin was at the forefront of signing world-renowned artists like Eric Clapton, Michael Bolton, and Radiohead.
Challenge
Despite monumental success in the music industry, digital presence was limited, particularly on LinkedIn. He needed a strategic approach to build a personal brand online, attract new opportunities, and grow his professional network, while also showcasing his legendary career. His goals were to:
- Expand his professional network.
- Secure high-value speaking engagements and workshops.
- Enhance his personal brand visibility within the music and entertainment industries.
Results
- LinkedIn Network Growth: Robin’s network grew from 0 to 500 high-quality connections in a short period.
- Workshop and Speaking Opportunities: Robin saw a 200% increase in offers for private workshops, significantly growing his income and professional visibility.
- Brand Recognition: The title “Legendary Music Publisher” became synonymous with Robin’s profile, cementing his reputation within the industry.
- Current Employment Impact: Primary Wave adopted the “Legendary Music Publisher” title for Robin, further aligning his personal brand with the company’s ethos of celebrating influential figures in music.
Solution
We worked together to set up a comprehensive LinkedIn strategy that focused on positioning Robin as an industry legend and leveraging his extensive network.
Brand Positioning: “Legendary Music Publisher”:
- A key part of the strategy was emphasising Robin’s exceptional track record. After discussing his accomplishments, we decided to feature the title “Legendary Music Publisher” prominently in his LinkedIn headline. This bold statement aligned with his status and provided an instant, impactful summary of his career.
- This idea was so compelling that it was adopted by his current employer, Primary Wave, reinforcing his reputation within the brand.
Marketing Strategy:
- A targeted content plan was developed to increase engagement. This included sharing industry insights, thought leadership posts, personal anecdotes, and updates on his current projects.
- We also worked on crafting posts that emphasised Robin’s pivotal role in shaping the careers of major artists and acquiring high-value music catalogues, showcasing his expertise in acquisitions and talent management.
Networking and Connections:
- We set an initial goal to grow Robin’s LinkedIn network. Through strategic connection requests and regular engagement with industry peers, Robin’s contacts grew from zero to 500 within a few months.
- By leveraging his legacy and current work, Robin’s LinkedIn profile attracted professionals from across the music and entertainment industries, including high-level executives, songwriters, and artists.
Securing Opportunities:
- With his LinkedIn profile now positioned as a powerful tool, Robin began receiving a 200% increase in private workshop offers, with individuals and companies reaching out to him for exclusive industry insights.
- His credibility and network expansion directly contributed to landing high-paying speaking engagements, some valued at up to £20,000 per workshop.
“I want to extend a big thank you for all the work that has gone into setting up my LinkedIn profile. I’m always excited to connect with people through LinkedIn and the opportunities it’s brought have been incredible. Every time I see my network growing, I’m quick to reach out and share the progress—especially when I see the valuable work that’s coming through as a result of having this profile set up. It’s truly been a game-changer for me, and I’m so grateful for the support in bringing my career to the digital forefront.”
Conclusion
By strategically optimising Robin Godfrey-Cass’s LinkedIn profile and developing a tailored marketing approach, we were able to highlight his impressive career achievements, expand his network, and secure valuable speaking and consulting opportunities. Robin’s LinkedIn transformation not only positioned him as a thought leader in the music industry but also reinforced his legendary status, resulting in increased visibility and lucrative engagements.
This case study illustrates the power of a well-executed LinkedIn strategy in amplifying personal brand value and unlocking new professional opportunities.
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