Bands & Digital Marketing: Børns

Bands & Digital Marketing: Børns

When thinking about the content of my blog, I decided that I want it to have a cohesive theme. So the next step logically became, what should I write about? I am passionate about music, and this entire week I’ve been listening to the new Børns album while following the musician and his band closely. I’m excited to report on how different bands self-promote and communicate their music through the digital marketing platform.

Garret Borns, known by his stage name Børns, is an American singer and songwriter. He released his first full studio album Dopamine in 2015 and just recently came out with the new album Blue Madonna. His sound is unique and could be described as an alternative pop type of feel.

Børns has an official website and is also on various forms of social media including Instagram, Facebook, and Twitter. The website looks professional and easy to navigate while still showcasing the singer’s quirkiness and originality. The website features an engaging landing page heavy on visual and video content. All social media accounts are also easily locatable as well as resources to discover news, tour dates, and merchandise.

The official Facebook page has 163,051 likes. The page is very active and features easy links to tour dates and video content. It is especially focused on promoting the new album Blue Madonna. Børns has a very unique style that stay cohesive across his social media accounts. He wears outlandish things and is photographed against strange, dreamy-like scenes. He also promotes through partnerships such as a video with Tastemade or an alliance with Global Citizen to reach a broader audience and communicate more about himself as an artist. The page can definitely be characterized as fun- there are Facebook live videos of Børns answering fan’s questions as well as interactive contests to win related prizes such as concert tickets or merchandise.

His Instagram page definitely seems less professional, and I get the sense that it is truly run solely by him. He currently has 249k followers. Again, the visual content he posts on the page is pretty unique and reminiscent of the past with collection of polaroids and dream-like filters. Especially over the past week, he has been busy promoting his new album, especially through Instagram’s story feature, which allows fans to follow what he’s doing in real time. Overall, Børns does a great job showcasing his quirky self and unique music through digital marketing platforms. He allows a great amount of interactivity and engagement of his fans.


Rachel Morgan

Rachel Morgan

January 18, 2018at 10:43 am

I’m a big fan of Børns also, so this was an interesting read! I don’t follow him on social media, but I looked up his Instagram, and he definitely has a unique feed. A majority of his newer posts seem to have a collage of pictures. It’s pretty interesting. Cool blog post.

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