Awesome Soundwave, the cutting-edge record label founded by global techno icons Carl Cox and Christopher Coe, partnered with Turba Media to improve paid media performance and audience targeting. With a mission to reach more fans, they sought to go beyond traditional CRM data and connect with culturally aligned communities that reflected the label's live, genre-pushing ethos.Challenge Despite having access to deep customer data, Awesome Soundwave faced limitations in understanding the broader cultural identities and passions of their audience. This narrow focus restricted their ability to identify and engage new, high-potential segments outside of their existing fanbase—limiting campaign efficiency and reach in a competitive music marketing landscape.

Turba Media deployed a community-first targeting framework, powered by Turba’s proprietary audience intelligence engine. This involved mapping cultural communities aligned with Awesome Soundwave’s values, enriching audience profiles with behavioural and demographic signals, and A/B testing legacy targeting against Turba-powered segments. The approach allowed Awesome Soundwave to shift from basic targeting to deep cultural intelligence.

The results are represented in the following accelerated growth:

• 60% uplift in ROAS through refined targeting and segmentation using Turba’s gen AI.

• 4X increase in click-through rate, indicating stronger creative and audience fit

• 80% increase in video completion rate, pointing to more engaged and relevant viewers

• Discovery of entirely new growth communities previously outside the label’s radar