BUCK JOHNSON///

Buck Johnson, a multifaceted artist known as a singer-songwriter, multi-instrumentalist, and music producer, has an impressive career as the keyboardist and backing vocalist for legendary rock bands like Aerosmith, the Hollywood Vampires, The Joe Perry Project and Ringo Starr and the All Starr Band. When Buck ventured into a solo career, Dead Horse Branding stepped in to help him establish his brand and release his first single as an independent artist.

The goal was to create a cohesive brand for Buck Johnson that highlighted his talents as an independent artist, distinct from his roles in the famous bands he played with. This involved designing a comprehensive branding strategy and a targeted multi-media campaign to introduce Buck’s solo work to a wider audience.

Dead Horse Branding designed a website, logo, and electronic press kit (EPK) that reflected Buck’s southern rock background and down-home roots. The visual elements were crafted to establish a strong, independent artist identity for Buck, separate from his associations with Aerosmith and other bands. The team also curated social media content that showcased Buck’s journey as a solo artist, touring vocalist, keyboardist, and songwriter. Through strategic posts and engagement, they built awareness of Buck's new solo brand, highlighting his unique musical style and personal story.

Buck's debut single as a solo artist was a compelling version of “Just Feel Better,” a song he originally co-wrote with Jamie Johnston and Damon Johnson. The song was first released by Carlos Santana and Steven Tyler in 2005 and became a global hit. “Just Feel Better” explores themes of seeking reassurance, serenity, and encouragement amid challenging circumstances. The song’s poignant narrative resonates with listeners, making it an ideal choice for Buck’s solo debut. Directed by Rick Caballo, the video for “Just Feel Better” captures the essence of the song's themes, focusing on seclusion and post-traumatic stress. The video visually narrates the journey of overcoming overwhelming challenges, further enhancing the song’s emotional impact.

The music video received over 65K views within a month of its release. It garnered significant media coverage scoring over 50 media placements from outlets such as People, Guitar Thrills, Music Crowns, and Infrared Magazine. This success helped to establish Buck Johnson as a solo artist with a distinct identity, separate from his roles in Aerosmith and other bands. The strategic social media campaign effectively engaged fans and introduced Buck’s solo work, fostering a supportive and growing fan base.

The launch of Buck Johnson’s solo career was a resounding success, thanks to the comprehensive branding and strategic media campaign by Dead Horse Branding. By creating a cohesive and authentic brand for Buck and leveraging his powerful debut single “Just Feel Better,” the campaign effectively positioned him as a compelling independent artist in the music industry.