Music Marketing
Case Study
#ILoveGay
Content as Advertising
Disney Music Group
Client Summary: Disney Music Group's Out Artist Morgxn
📅 June 2019
✍️ Matt Skallerud, Pink Media
🏷️ Music · Pride 2019 · Hollywood Records
We recently had the opportunity to work with the team at Hollywood Records, part of the Disney Music Group, to promote some of their LGBTQ+ music artists during the Pride 2019 season. The goal was stronger awareness of both their LGBTQ+ musical artists and their Pride 2019 performance schedules all throughout the US.
The Campaign: #ILoveGay Network + Targeted Facebook
One of the artists we promoted was Morgxn — an out artist whose authentic voice and energetic live performances made him a natural fit for LGBTQ+ audiences. The campaign led with our #ILoveGay Twitter Network, layering in targeted, boosted posts on Facebook that reached an LGBTQ+ music-loving audience with demonstrated interest in genres similar to Morgxn's style.
By activating hyper-local #ILoveGay profiles across the cities on his #FindSomeoneTour, we were able to place Morgxn and his music in front of engaged, relevant LGBTQ+ audiences in each market — from Vancouver and Houston to Philadelphia and New York City.
#NewMusicFriday: @Morgxn releases what
@BillboardPride calls "the Most Personal Song He's Ever Written,"
A New Way —
"We don't need a fire to make a change / Hold up — there must be a new way"
#FindSomeoneTour #ANewWay
Morgxn on the #FindSomeoneTour — Pink Media #ILoveGay network campaign, Pride 2019
✍️ Content as Advertising
Morgxn: The #ILoveGay Interview
We partnered with Alexander Rodriguez — a prominent LGBTQ+ entertainment writer and on-air personality — to conduct an in-depth interview with Morgxn. This became the content marketing cornerstone of the campaign: a genuine, editorial-quality piece that covered both Morgxn's artistry and his 2019 Pride performance schedule.
With Alexander's additional media reach, the article appeared in the June 2019 issue of GED Magazine (both in print and online) and was slated for an upcoming issue of Instinct Magazine — extending campaign reach well beyond Pink Media's own channels.
GED Magazine — June 2019
Instinct Magazine
#ILoveGay Interview Series
Campaign Results
105,243
Social Media Impressions
The campaign delivered 1,091 comments, likes and shares — strong engagement for an awareness-only campaign with no direct-response incentive. By activating city-specific #ILoveGay profiles across the tour's entire routing, we ensured Morgxn's name and music appeared in front of LGBTQ+ audiences in every market he visited.
After the tour and the campaign wrapped, Morgxn announced his first solo headline tour. We couldn't be happier for him.
"The #ILoveGay network doesn't just broadcast — it participates. By activating profiles from Nashville to NYC, we placed Morgxn inside the LGBTQ+ conversations already happening in each city on his tour."
— Matt Skallerud, Pink Media — Morgxn / Hollywood Records Campaign, 2019
📱 Share This Post
Pink Media partnered with Hollywood Records (Disney Music Group) to promote out artist Morgxn across Pride 2019 — 105K+ impressions, editorial placements in GED Magazine and Instinct Magazine, and national tour awareness via the #ILoveGay network. Here's how the campaign came together.
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Matt Skallerud
President, Pink Media | PinkMedia.LGBT
Matt has spent over 20 years developing digital marketing strategies for LGBTQ+ audiences. Through Pink Media and the #ILoveGay network, he has partnered with major labels, indie artists, and entertainment brands to connect authentic LGBTQ+ music voices with the audiences who love them most.