Bringing Grandpa and Me to Life
From Story to Successful Album Launch
Scott Duncan – Grandpa & Me
Launch Strategy & Marketing
About Scott Duncan and The Two Hills Three Band
Scott Duncan is a Canadian fiddler known for his energetic performances and deep roots in traditional prairie music. Based in Calgary, Alberta, Scott performs across a wide range of styles including Celtic, bluegrass, folk, country, and old-time fiddle. He has toured internationally since his early teens and has appeared on more than 30 recordings, collaborating with respected artists such as Ian Tyson, The Wardens, Mariel Buckley, and others.
For his debut full-length solo album Grandpa & Me, Scott partnered with The Two Hills Three — a trio of acclaimed acoustic musicians featuring Nico Humby, Miles Zurawell, and Ray Schmidt. Together, they recorded live-off-the-floor in Maple Creek, Saskatchewan, capturing the spirit of prairie dance hall music and honouring the legacy of Scott’s grandfather, Herb Duncan, a member of the Maple Creek Old Tyme Fiddlers.
The Story behind the Album
As Scott’s career continued to grow — with touring, studio work, and collaborations expanding — he wanted to establish a stronger professional brand presence. His goal was to showcase not only his versatility as a musician, but also his personality, story, and connection to traditional fiddle music.
The release of Grandpa & Me became an opportunity to do just that. The project required a cohesive brand, a professional media presence, and a launch strategy that would support radio, touring, streaming platforms, and physical album sales — while staying true to the authenticity and heart behind the music.
About the Project
We had previously worked with Scott to build his brand and website as his touring career expanded. As performance opportunities grew and new collaborations developed, he wanted a professional platform that reflected who he was — not just as a musician, but as a storyteller.
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When it came time to release Grandpa & Me, the project required more than a website update. It needed a coordinated launch that would:
Support media outreach
Position the album professionally within the Canadian folk community
Integrate with The Wardens’ tour schedule
Drive both streaming and physical CD sales
Honour the personal story behind the music
This album was deeply meaningful. The marketing needed to feel just as authentic.
Our Approach
Building the Foundation First
Before promotion began, we developed the core tools that would support the entire launch.
Media Kit (EPK)
A professionally designed, story-driven media kit became the centrepiece of the campaign. It included:
The story behind Grandpa & Me
Artist and band bios
Recording details and credits
Press release
Key dates
Downloadable media assets
Clear contact information
This made it easy for radio, presenters, and media outlets to say yes.
Website Project Page
We designed a dedicated project page to:
Tell the album story
Highlight the connection to Grandpa Herb
Showcase photography and recording details
Support CD purchases and streaming links
Promote live tour integration
The website became the campaign hub.
Social Media Rollout
We supported:
Pre-order announcements
Signed CD availability
Streaming release
Tune Book launch
CFMA nomination announcement
Every communication reinforced the story — not just the product.
Email Campaign Strategy
To support the single releases and full album launch of Grandpa & Me, we developed a structured email campaign targeting both media and Scott’s community of supporters.
Rather than sending announcements individually from personal accounts — as many artists do — we set up and managed campaigns through MailChimp.
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This included:
Building and segmenting email lists (media + family/friends)
Designing branded templates aligned with the album visuals
Embedding videos and linking directly to the Media Kit (EPK)
Scheduling releases around key launch dates
Using a professional platform allowed us to:
Track opens and clicks
Identify media engagement
Re-send to non-openers
Maintain a consistent, credible presence
This approach turned simple announcements into measurable, strategic communication — and created a repeatable system for future releases.
Fiddle Tune Book - Design
In addition to the album, Scott released a Grandpa & Me Tune Book featuring:
All the fiddle tunes from the album
Stories about Grandpa Herb
The generational history behind the music
Working closely with Scott Duncan, we supported layout & design coordination to ensure the book aligned visually and strategically with the album brand.
