> ## Content Index
> Fetch the complete content index at: https://www.hypebot.com/llms.txt
> Use this file to discover other available public pages before exploring further.

# Oddisee Fights “The Good Fight” [Case Study]
- URL: https://www.hypebot.com/oddisee-fights-the-good-fight-case-study/
- Published: 2015-10-05T12:55:00.000Z
- Updated: 2015-10-05T12:55:00.000Z
- Description: When D.C. hip hop artist Oddisee decided to release his sophomore album The Good FIght this year, it presented an excellent marketing opportunity for his promotional team, who utilized the artist's interest in coffee as a means. Continue reading [https://www.hypebot.com/hypebot/2015/10/oddisee-fight
- Author: Guest Author
- Tags: DIY Advice & Tips, Music Business, Music Marketing, Social Media, 1990s, Bedford Avenue (Brooklyn), Brooklyn, Brooklyn Public Library, Coolio, Crystal Waters, Extended play, Fan (person), music video, #wp, #wp-post, #Import 2026-01-21 10:28

[![Cbb59fd39d9aa81e2105f375b78d691a](https://a3.typepad.com/6a016766638dee970b01b7c7d66cbb970b-150wi "Cbb59fd39d9aa81e2105f375b78d691a")](http://a3.typepad.com/6a016766638dee970b01b7c7d66cbb970b-popup?ref=hypebot.com)When **D.C. hip hop artist Oddisee** decided to release his sophomore album ***The Good FIght*** this year, it presented an **excellent marketing** **opportunity** for his promotional team, who utilized the **artist's interest in coffee** as a means of pitching the new release to the masses*.*

*\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_*

Guest Post by **Mary Elizabeth Adams** of **[The Orchard](http://www.theorchard.com/splash/?ref=hypebot.com)** on [The Daily Rind](http://www.dailyrindblog.com/case-study-oddisee-fights-good-fight/?ref=hypebot.com)

![](http://www.dailyrindblog.com/wp-content/uploads/2015/09/Oddisee_TheGoodFight.jpg)

**GOALS** 
D.C.-based Hip-Hop artist [**Oddisee**](http://www.oddiseemusic.net/?ref=hypebot.com) decided 2015 was a good year for an album, his sophomore project [***The Good Fight***](http://radi.al/OddiseeTheGoodFight?Track=DailyRind&ref=hypebot.com) to be specific. For the US-based digital and physical marketing campaign surrounding the release, out on [**Mello Music Group**](http://www.mellomusicgroup.com/?ref=hypebot.com), we knew we’d have no trouble getting people excited about the album drop. Through forward-thinking marketing tactics, we aimed to spread the word about the album and grow awareness for this multi-talented musician.**TACTICS** 
One thing we discovered while getting to know Oddisee: the man has a deep appreciation for coffee. We’re talking… *connoisseur* level. We thought we’d have some fun and put together a café-inspired portion of the campaign. We created [**branded coffee sleeves** with Oddisee’s logo](http://dailyrindblog.com/MaryEliz/Oddisee-coffeesleevecolor.jpg?ref=hypebot.com) that spotlighted the new album and release date, and worked with eight notable coffee shops around the country to promote and distribute the sleeves. We then used Oddisee’s, the coffee shops’ and our social reach to spread the word: our first post went up via Brooklyn’s [Daily Press Coffee](http://www.dailypresscoffee.com/?ref=hypebot.com) and featured a [hyperlapse video to showcase the entire sleeve design](https://www.facebook.com/oddiseemusic/videos/vb.23639062981/10152989540482982/?type=2&theater). Nationwide, other retailers posted pictures on socials to push promotion, like [Minneapolis’s Peace Coffee](http://dailyrindblog.com/MaryEliz/Odd%5FCoffeeSleeve%5FMinneapolis.png?ref=hypebot.com) and [Denver’s Purple Door Coffee](http://dailyrindblog.com/MaryEliz/Odd%5FCoffeeSleve%5FDenver.png?ref=hypebot.com).For two weeks, we also utilized our **college marketing program** and had college reps promoting *The Good Fight* in their respective cities, six in total. They promoted various track and video premieres on their social networks, like [Pitchfork’s feature of “That’s Love”](http://pitchfork.com/reviews/tracks/17420-oddisee-thats-love/?ref=hypebot.com) and the [Billboard premiere of the “Counter-Clockwise” music video](http://www.billboard.com/articles/columns/the-juice/6524220/oddisee-counter-clockwise-video-the-good-fight-premiere?ref=hypebot.com), and [hung posters](http://dailyrindblog.com/MaryEliz/Odd%5FPoster.jpg?ref=hypebot.com), [distributed the aforementioned coffee sleeves](http://dailyrindblog.com/MaryEliz/Odd%5FCoffeeSleeve%5FDistribution.jpg?ref=hypebot.com) and [passed out copies of the album](http://dailyrindblog.com/MaryEliz/Odd%5FPlayCopy%5FAlbum.jpg?ref=hypebot.com) to be played in record stores or on college radio, ultimately increasing exposure on college campuses.To continue engagement around *The Good Fight*’s central theme as Oddisee toured, [we created an **Instagram contest**](http://dailyrindblog.com/MaryEliz/Odd%5FInstagram%5Fcontest.png?ref=hypebot.com) where fans could submit their daily inspiration for “fighting the good fight,” using the hashtags **#thegoodfight** and **#mygoodfight** on the social platform. After a 3-week run, [1st](https://instagram.com/p/3sTo2yrHbw/?ref=hypebot.com), [2nd](https://instagram.com/p/4RqNUQhVtr/?ref=hypebot.com) and [3rd](https://instagram.com/p/3mPsBIAPFQ/?ref=hypebot.com) place winners were announced and received prize packs that included signed copies of the new album. One noteworthy post among many came from Mr. Gary Clark Jr, who [reposted @bavublakes’ original ‘gram to his 68k + followers](http://dailyrindblog.com/MaryEliz/Odd%5FInstagram%5FGaryClarkJr.png?ref=hypebot.com). The contest wrapped up the campaign perfectly, emphasizing individual, daily efforts of perseverance from fans, while organically hyping Oddisee and his latest release.**RESULTS**
- *The Good Fight* debuted at **#11** on **Billboard’s Heatseekers chart**, **#33** on the **Current Hip-Hop/R&B** chart, **#44** on **Independent Albums** chart and **#95** on the **Overall Digital Albums** chart.
- [**Facebook**](https://www.facebook.com/oddiseemusic) likes grew by 14%, [**Twitter**](https://twitter.com/ODDISEE?ref=hypebot.com) followers increased by 11% and [**Sp**](https://play.spotify.com/artist/72tRiBHei5G9M8it4h4sfC?ref=hypebot.com)[**otify**](https://play.spotify.com/artist/72tRiBHei5G9M8it4h4sfC?ref=hypebot.com) followers grew by 38%.
- Usual engagement on [**Instagram**](https://instagram.com/oddisee/?ref=hypebot.com) spiked during #thegoodfight contest, resulting in a **225% jump in likes** and **132% increase in comments**. Overall, ‘Gram followers went up by 35%.
**FOR YOUR VIEWING PLEASURE**

Related articles

[![](http://i.zemanta.com/361192484_80_80.jpg)](http://www.musicthinktank.com/blog/the-difference-between-a-successful-band-and-your-band.html?ref=hypebot.com)[The Difference Between A Successful Band, And YOUR Band!](http://www.musicthinktank.com/blog/the-difference-between-a-successful-band-and-your-band.html?ref=hypebot.com)

[![](http://i.zemanta.com/362877231_80_80.jpg)](http://www.musicthinktank.com/blog/5-critical-things-you-need-before-you-start-a-pr-campaign.html?ref=hypebot.com)[5 Critical Things You Need Before You Start A PR Campaign](http://www.musicthinktank.com/blog/5-critical-things-you-need-before-you-start-a-pr-campaign.html?ref=hypebot.com)

[![](http://i.zemanta.com/363831770_80_80.jpg)](http://www.musicthinktank.com/blog/the-evolving-role-of-social-media-for-bands-brands.html?ref=hypebot.com)[The Evolving Role of Social Media For Bands & Brands](http://www.musicthinktank.com/blog/the-evolving-role-of-social-media-for-bands-brands.html?ref=hypebot.com)