01.01
Building the artist world
Positioning, visual identity and a connected narrative built around the Paradise Lost concept and the choices that shape each release.
Case study 01
theGemini
From a debut single to a fully realised artist world.
InHaus developed a connected artist-launch system for theGemini, bringing together strategy, visual identity, release management, music videos, Spotify promotion, earned media, radio, national broadcast exposure and the About Last Nite live-tour campaign.
Artist strategyBrand developmentRelease managementMusic videosContent creationPR & mediaRadio promotionSpotify campaignsLive-tour production
Primary campaign media01
Let There Be Dragons / About Last Nite
A connected release system spanning short-form discovery, earned media, radio, broadcast and live touring.
30-day launch cycle
1 574 416
views in 30 days.
Twelve connected short-form assets built a recognisable campaign world and generated more than 1.57 million verified views within a single 30-day cycle.
1.57M+verified views
12campaign assets
30days of activity
SA + UKamplification markets
Amplification beyond social
The release earned a voice beyond the feed.
Radio play across South Africa and the UK, together with radio and television interviews and performances, added independent credibility to the campaign.
Designed by InHaus
Three singles.
One visual world.
From dragon scales to flames that also evoke rabbit fur, and the folds of a yellow dress, these hand-drawn illustrations reflect the lyrical content and conceptual through-line of theGemini's three singles—giving each release its own identity while keeping the campaign recognisably theGemini.
Broadcast + radio
The campaign became a media story.
Live television performance, on-air conversation and radio interviews gave audiences multiple ways to encounter the duo beyond a social post.
From attention to attendance
Two cities.
One live campaign.
About Last Nite moved the release into physical rooms alongside aKING, December Streets and James Deacon.
01.02
Launching Let There Be Dragons
A debut-release system connecting distribution, campaign content, DSP promotion, playlisting and publicity.
01.03
Extending the visual narrative
Catching Fire and Paradise Lost expanded the campaign through music-video production, photography and supporting content.
01.04
Reaching South African and British audiences
Radio pitching, editorial coverage, interviews and national broadcast appearances introduced the project to British and South African audiences.
01.05
Taking About Last Nite live
The campaign moved into physical rooms through a London event platform and the duo's first South African tour.
01.06
Turning momentum into proof
Campaign performance was tracked across social content, earned media, radio, broadcast and live activity—creating a clear evidence base for the next release cycle.
Campaign evidence
Headlines, airwaves and broadcast moments.
InHaus built the campaign outward from the single—turning one release story into a connected run of editorial coverage, radio features, television appearances and live performance. Explore the proof points that moved the music from screen to airwaves to stage.
Editorial feature
Texx and the City
A Peak Inside the World of theGemini
Open source ↗National broadcast
Expresso · SABC3
From a London open mic to South African airwaves.
Open source ↗Radio / podcast
GROOTfm 90.5
Long-form artist interview and campaign conversation.
Open source ↗Tour press
Eikestadnuus
Rock on with theGemini at Daisy Jones Bar.
Open source ↗Tour coverage
SA Music Zone
About Last Nite South African tour feature.
Open source ↗Build what comes next
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Bring strategy, content, promotion and campaign management into one connected artist system—built around your music, goals and budget.