The 196% Funded Masterpiece
Andrew Peterson presents A Liturgy, A Legacy and the Songs of Rich Mullins (Live)
Album Release Case Study: A Liturgy, A Legacy and the Songs of Rich Mullins
Executing a 31-track live album release from crowdfunded concept to #7 on the Apple Music charts.
Role: Project Lead & Creative DirectorKey Results
$157,454
Raised
10,000
Pre-saves
2M+
Streams
#7
On Apple Music Christian & Gospel Charts
Phase I: Capital Mobilization (Kickstarter)
Leveraging 100% organic marketing to fully fund a 31-track project in under one day.
Strategic Lead: Managed the end-to-end Kickstarter ecosystem, from backer tiers to community engagement.
The Outcome: 196% funded with 2,359 backers and 4,084 units sold before the first note was officially released.
Phase II: Operations & Product Lifecycle
General Management & Fulfillment: Bridging the gap between the studio and the doorstep.
Creative Direction: Designed the full package for the CD and the complex 3-disc vinyl set.
Supply Chain: Managed vendor relationships for printing, coordinated distribution and royalties for DSPs, and oversaw in-house fulfillment for 4,000+ products.
The Inspiration
Phase III: Digital Launch
Pre-saves on Spotify: Leading up to the album launch on October 21, the pre-save campaign captured 23,000 unique visitors, converting them into nearly 10,000 Spotify pre-saves.
The Release: Within week one, the album debuted at #7 on the Apple Music Christian & Gospel Chart, purely through independent, organic promotion.
The Promotion: Using artists’ socials, CRM, and SMS marketing, resulting in 1.9 million social impressions
Phase IV: Engagement and Longevity
Audience Quality & Retention:
The Metric of Success: Averaged 17 streams per listener, emphasizing the community-driven nature of the launch.
Total Reach: 2 Million+ streams across platforms to date, with 446,000 saves and 45,000 playlist adds.
Key Results:
2,000,000+ Streams
17 Streams Per Listener (Engagement)
330,000 Saves
#7 Apple Music Debut
