Maxim Lany — Artist Strategy, Content & Label Identity
Client: Maxim Lany / Closer
Genre: Techno / House
Year: 2025
Location: Belgium
Maxim Lany came to us as a DJ and producer with a growing international reputation and a clear vision for his label Closer. What he needed was a team that could take that vision further — translating it into consistent, high-quality content week after week, release after release. We became that team: handling release identities, social content, newsletters, ad campaigns and platform management simultaneously, all from one place.
For every release on Closer we built a complete visual rollout — from 4K master artwork and animated assets to carousel announcements, story formats and distribution-ready files. CLSRRLS004, Paradise Lost by DALÛ & Dupleaux featuring a remix by Siva Prayojan, is a strong example: a full content package including audio-per-slide carousels, collab post coordination across all artists involved, and a pre-save newsletter campaign timed around the exclusive Beatport window. Beyond the releases, we ran the broader content engine: studio shoots, vinyl reels, a Masterclass subscribe reel with ADE footage, targeted Facebook and Instagram ad campaigns for Closer events, and full platform management across YouTube, TikTok and Instagram.
The numbers reflect it. Before we started, reels were averaging between 4K and 17K views with occasional peaks. Once the strategy was in place — consistent content formats, a clear tone of voice, and reels built around Maxim's authentic story as a producer — the reach shifted significantly. Views of 57K, 96K, 104K and 163K became the new normal, with a standout reel hitting 252K. The content didn't just look better. It worked harder.
Apr 2025 — Nov 2025
Foundation built. Keys handed over. ML takes it from here.
Art Direction
Artist Strategy
content design
Release Artwork
Social Media
Artist Strategy
content design
Release Artwork
Social Media
What that looked like in practice: every track on Closer got a full visual rollout — artwork, animations, story formats, carousel posts and distribution-ready files. Each release was treated as a moment, not just a upload. From the first announcement to the out now post, every touchpoint was planned, designed and executed as part of a coherent campaign. Artists were briefed, collab posts were coordinated, pre-save links were live before the Beatport window opened.
The studio content ran alongside it. We had a dedicated team member on the ground every week — shooting vinyl sessions, production moments, behind-the-scenes footage that turned Maxim’s creative process into content his audience actually wanted to watch. Not polished for the sake of it. Raw where it needed to be raw, sharp where it needed to be sharp. The kind of content that builds a following because it feels real.
Newsletters went out with timing and intent — for shows, for releases, for moments that deserved more than a social post. Paid social campaigns were set up, managed and optimised with full budget oversight, making sure the right content reached the right audience at the right moment. Gig announcement stories were built in a consistent visual language, so every new booking — from local clubs to Extrema Outdoor, Blue Marlin Ibiza and Theory X ADE — landed with the same weight and presence.
Platform management kept everything running. Komi.io, YouTube, TikTok, Instagram — bios written, banners set, highlights organised, a Masterclass subscribe reel produced with ADE footage to convert followers into students. Every platform told the same story, in the same voice, with the same level of care.
Eight months. One team. A foundation Maxim could take forward and build on independently. The content didn’t just look better. It worked harder.
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