Blog Update – Promotions & Figures
Last year I mentioned that we’d be taking a closer look at some figures around Lipcrack’s promotions and mailouts, so let’s get started.
First up, this is not an easy job. Finding an audience online that grows with you and is willing to give you the time of day can be difficult. It’s not like having your music played on radio with an established audience already waiting to listen. Many of the people you approach may not even actively enjoy music, so the first thing to be aware of is to move mindfully. That said, I think Lipcrack has done reasonably well regardless.
What follows is a breakdown using screen captures taken directly from our server logs. These are as close to real-world statistics as you can get.
December 2025 was dedicated to mailouts, which also ran into the first two weeks of January. During this time, I mailed everyone on our lists. These ranged from music industry representatives and film production houses through to contacts across a wide range of industries who I felt might enjoy our music. January also included mailouts to people primarily using Hotmail accounts, meaning we don’t always know exactly who they are. The only direct feedback we receive is when someone asks to be removed from a list, and I’m happy to say that number was minimal this month — around five people. Given the shift in musical direction, that’s something worth celebrating.
Now onto the figures. If you consider that we effectively started from zero, the diagram below shows we reached 2,158 unique visitors, which is the most reliable visitor metric. This is our highest number to date — we finally cracked 2,000.
In the following diagram, you’ll see all site visitors for 2025. You can clearly tell when mailouts were sent: high visitor numbers combined with high gig downloads generally mean the track is being listened to. Low visitor numbers and low bandwidth simply mean the site is ticking over on its own.
Next is a breakdown of where our visitors are coming from. As you can see, the United States is our biggest listening market, which I’m really pleased about, as I made a strong effort to get Lipcrack heard there. In the broader context of the music industry, these numbers are of course small, but I still maintain that meaningful growth at scale rarely happens without the backing of a record deal. If anything, this site also exists to show just how difficult breaking into the music industry can be — something I was honestly blind-sided by when I first started.
Interestingly, our second-largest market is Russia, followed by Australia. Canada, Great Britain, and France also feature. Overall, I’m pleased with the markets we’ve reached and hopeful about growing within them.
Another diagram confirms that “Demolition Man” was the most listened-to track in December.
I’ve also included a list of our most visited web pages. This month, the comments page was one of the most visited because we ran our first promotion offering a free copy of Demolition Man to anyone who left a comment. While 187 people were interested enough to visit the page, no comments were left. This highlights one of the hardest challenges online: getting people to engage.
Even on platforms like YouTube, comments act as a form of social proof. If there are no comments, people tend not to leave one; if comments exist, others are more likely to follow. In our case, the comments page requires users to leave a web address, which many people simply don’t have. As a result, while we want a comments page, it’s currently not serving a useful purpose and will likely be removed over the next month or so.
The final diagram shows January’s figures. As mentioned earlier, around two weeks were spent on mailouts, and during this period France emerged as our second-largest listening market.
One thing I really love is how global Lipcrack has become. When I was first drawn to the internet as a promotional tool, this was one of its biggest promises, and to a small extent, that’s been proven. Despite the presence of social media platforms and other tools, promoting Lipcrack online has always been a process of small, steady steps — and it still is. That said, the amount and quality of material we have coming your way makes it well worth continuing.
So, as difficult as pulling all of this together can be, I’m happy to say Lipcrack is going to be around for a while yet. Now that everyone’s back from the holidays, plans this month include making contact with our growing database of radio stations, among a few new potential growth areas.
I hope to see you all out there, with new releases coming your way. As mentioned, this update included a look at our figures — not something planned as a regular feature, but simply a snapshot of what Lipcrack is doing right now. These numbers reflect real people, not bots or robots, and we’re looking forward to moving ahead slowly but surely with any new promotional efforts that come to fruition.
While live performance isn’t part of the picture — as the music is created electronically — that doesn’t change the fact that we’re putting out strong material.
Lipcrack