Keralanka's Musical Marketing Funnel

A story about an innovative marketing funnel created by a hip-hop group called Keralanka using Instagram ads and personalized songs.

"I saw this ad on Instagram and this is the most amazing marketing funnel I've ever seen, maybe ever, but definitely for a musician. They start with an Instagram ad where they introduce themselves as Keralanka, an independent hip-hop group that was on Brockhampton's official community playlist and shouted out by Kenny Beats.

They offer a special gift for the first 15 people who DM them. When you swipe up, it opens Facebook Messenger and automatically sends them a message saying 'send me the free gift.' They respond immediately using your name, saying they'll get back to you with details.

One day later, you get an audio note from the guys introducing themselves and their story. Then they say, 'For your gift, we wrote you your own custom song, we personalized the lyrics just for you.' They sent me a song called 'Sean King of the First Million' with my name in it.

They follow up again saying, 'Hey, I don't know if you're in New York, but we're doing a show here's the link to tickets,' and they send this automated graphic using Canva of me crowd surfing.

They're still small, but they probably have the highest overlap of marketing genius for a young band and they play music. There's a lot of marketing genius out there but they don't make music, there's a lot of musicians but they don't know anything about marketing - these guys know enough about both to be very dangerous."