Creative direction and release consulting for Marcal
01 / Context & vision
“Valentina has the ability to translate abstract feelings into authentic narratives. She understands what I want to express, but also what my audience needs to experience. Through her work, my artistic identity has found a stronger and more coherent voice.”
A focused, two-month artist branding and release consulting engagement around Marcal’s Nature of the Future EP on Spazio Nero.
02 / The details
- Role & scope
- Artist Branding & Campaign Strategy Consulting
- Client / label
- Marcal · Spazio Nero (Spazio Disponibile imprint)
- Timeline
- 2 months
- Release
- Nature of the Future EP
03 / Outcomes & creative highlights
Editorial placements
Lead single ‘Yxes’ earned Spotify Daylist and Apple Music ‘Hypnotic Techno’ placements.
A coherent visual world
Guidelines for posters, tour material and social assets.
+317% first-week listens
3.7x more saves
than the previous unpitched release.
04 / The story
The brief & mapping the personality
A proprietary artist mapping questionnaire connecting Marcal’s personality with his sonic practice.
The visual world
For Marcal, the sound is tribal, groovy, rhythmic techno with deep basslines; the personality is friendly and introspective. Nature and jungle were recurring themes in both his music and his life, which gave us a natural visual base: calm, introspective, earthy tones. A jungle is rich and mysterious, mostly dark with brief bursts of light breaking through, and that became the visual metaphor for his sound too, tense but also sensual.
A friction-free social system
Three content pillars, prompts and recurring formats to remove the friction from posting.
Data-driven release & Porto activation
Spotify and Apple Music pitching and pre-release streaming data activation, followed by an intimate release event in Porto connecting Marcal with his new local scene.