How Gifting Novation Gear to Indie Artist 'Emma Who' Turned Into 8.3M Organic Views

About the Company

Novation is a music technology brand that makes synthesizers and MIDI controllers, including the Launchkey keyboard line. It is part of Focusrite plc, a global music and audio products group listed on the London Stock Exchange's AIM market (AIM: TUNE). Novation's tools are built for producers and artists who write, record and perform from home and on the road.

The Goal

Novation wanted its gear in front of the bedroom producer and indie artist audience through a real working artist, not a scripted review. Emma Who is an indie and dream pop artist and producer who writes and produces her own songs and often builds them on camera with live looping. That makes her a natural fit for a brand whose products sit at the center of the creative process.

Shortlist Founder Cole Whitmore personally designed a gifting campaign around her, so the product appeared inside the content she was already making for her releases. For a publicly listed music technology group, that kind of organic reach builds brand credibility as well as views.

Results

Shortlist tracked the campaign end to end in our AI platform. Across 51 Launchkey posts, Emma's content generated:

• •8.3M organic views, about 164K per post
• •455K likes
• •6.11% engagement rate across the campaign
• •43.8K shares, which drove most of the earned media value
• •$243K in earned media value, modeled at a $10 CPM with weighted engagement

The content followed her release calendar, so the gear kept showing up across several launches:

• •Wild (September 2025)
• •Give Me One Good Thing (February 2026)
• •Hollow (May 2026)
• •Sweet Like Honey (July 2026)

The Wild launch shoot

At least stay until the bass comes in

• •The Wild launch shoot: 1.58M views, 122K likes
• •"At least stay until the bass comes in": 571K views, 33.7K likes
• •Easter performance with @wearenovation: 92.6K views, 6.9K likes