CARYS: A Case Study in Independent Artist Growth

Discover how CARYS refined her artistic direction to grow her fanbase and amplify her brand. CARYS: A Case Study in Independent Artist Growth reveals key strategies behind her transformation and success.

CARYS: A Case Study in Independent Artist Growth

by Randi Zimmerman of the Symphonic Blog

Here at Symphonic, we pride ourselves on making sure our clients get the most out of our services. Through our global reach, extensive network and tech, in-depth industry knowledge and years of experience, we’re stoked to have provided hundreds of artists with the resources they needed to get to the next level in their artist journey. One of these artists is the wonderfully talented musician, CARYS! Here’s what we did…

About

CARYS is a Canadian singer and actress who gained widespread recognition when her song “Princesses Don’t Cry” went viral on TikTok in 2019, resulting in over 850,000 user videos featuring the track. The track, originally part of her “Songs About Boys” EP, helped establish her presence in the pop music scene. In response to the song’s success, CARYS embraced her vulnerability as an artist, a shift from her original vision of using the name as a form of artistic separation

We partnered up with CARYS for her debut independent EP, “~waves~”, which came out in May of 2024, marking the beginning of a triumphant rebirth for the artist. With it, she explores the sophisticated themes of growth, change, and healing. Here’s how we utilizied our resources to push the EP as far as possible.

Distribution/Marketing

For CARYS, we distributed three singles and an EP to our extensive network of over 200 DSPs (Digital Service Providers), ensuring that each release would resonate with audiences worldwide, creating a wave of exposure and engagement. Working closely with CARYS and her management, we constructed a strategy to release three singles, building to the EP over 6-7 months. The team provided compelling marketing drivers, which included visual assets, radio & press campaigns in the US and Canada for the entire EP cycle, and digital ad campaigns for all four releases

In addition, we utilized our DSP partnerships in the US and Canada by proactively presenting the EP release plan & marketing drivers, pitching each single (and the EP) with adequate lead time for editorial consideration. 🔊

Results

• 46 playlist adds across major streaming platforms: Spotify, Apple Music, Amazon, TIDAL, Audiomack and TREBEL.
• OOH Spotify billboard in Toronto.
• Playlist highlights include SALT & Pop All Day (Spotify), New Music Daily and Breaking Pop (Apple), Brand New Music & Breakthrough Pop (Amazon).
• 164,000 unique EP listeners reached on Spotify alone.
• Playlist cover on TREBEL’s Teen Beats.

Since 2006, we have worked with independent artists, labels, and managers to build and grow their brands and businesses. Alongside our legendary client support team, artists all over the world can get the most out of their music with the help of our technology, music distribution network, royalty management, music monetization services, and music promotion tools.

Your team can make or break your success, especially as an independent artist. This success story is a true testament to the power a comprehensive marketing strategy can have in elevating an artist’s trajectory. With a team that has your back, there’s nothing you can’t do.

Want to see what we’ve done for other artists? // Check out our other case studies right here.