Story Time: A Famous Band Thought I Invented Brat Summer (and It Almost Got Me a $1M Job)
Discovery calls are a mixed bag. Some come with lots of details, others barely anything.
Either way, those little green blocks on my calendar always keep me on my toes.
Potential client? Time-waster? No-show? Been there, done that.
But this…this was something else.
It was a Thursday afternoon. I’d just finished one meeting and was gearing up for the next.
“Josh, are you jumping on this one?”
“Ah, no, I can’t—I’ve got another meeting.”
“No worries.”
I clicked on the Calendly link. The only clue was: Our band is getting ready to go on tour soon!
Interesting. I’d never worked with a band before, but this could be a fun new challenge.
I propped up my laptop, adjusted my headphones, and joined the meeting.
“Hi, nice to meet you!” came a thick American accent.
“Likewise! Where are you calling from?”
We exchanged small talk for as long as we felt was polite. Another guy joined the call, and after a bit more chatter, it happened:
“So anyway, I just have to say—it’s an honour to meet you. No doubt you’ve been flooded with enquiries ever since Brat Summer.
The way that took off globally—it’s like nothing we’ve ever seen before."
“We represent a band in LA—we can’t disclose who yet—but they’re huge. Millions of followers on YouTube, Instagram, the works. We’re looking to explore TikTok and replicate what you did with Charli XCX and Brat Summer. It was so impressive, and we’re hoping to work with you on a strategy before the tour.”
Crap.
As if I don’t already struggle with Imposter Syndrome… this time it was for real.
If I didn’t say something immediately, I’d actually be an imposter.
“I’m going to stop you there. I really appreciate the kind words, but I need to be transparent. We published a case study and analysis on Brat Summer, but we weren’t behind the campaign itself.”
I scrambled for a save.
“However, we have extensive experience building TikTok strategies, and our approach is usually to…”
They cut in with a glimmer of hope:
“Well, that’s okay. We’d still love to hear your approach and your process—and what other bands you’ve worked with.”
Sigh. I clearly hadn’t been clear enough.
I confessed:
“We haven’t worked with bands before, but we’ve tackled similar projects. Here’s what we’ve done…”
The call ended with a polite, “Let’s put a pin in this for now,” which felt like both relief and defeat.
I hit the red button, closed my laptop, and laughed.
What was that?!
But you know what? Even though the call didn’t land a client, it reassured me of 3 things:
Blog posts work! That Brat Summer case study I did months ago? It brought them to us. Another example? A blog I wrote months ago about Djerf Avenue is suddenly gaining traction thanks to the Matilda Djerf controversy.
You never know who you’ll meet. Putting yourself out there on the internet can open unexpected doors—even if it’s under slightly awkward circumstances.
Respect matters. Even under false pretences, that call made me realise I only want to work with clients who respect and value my work from the outset.
So, here’s my plan: Publish more case studies. Share more testimonials. Let the work speak for itself so when someone jumps on a call, they’re not a sceptic that I have to try and sell to—they’re already a fan.
Interested in working with Soch Studio?
We didn’t invent Brat Summer, but at Soch Studio, we specialise in helping brands navigate the ever-changing landscape of social media.
If you’re feeling stuck or unsure about how to approach the latest trends, we’re here to help. Book a free consultation with us today and let’s explore how we can elevate your brand’s online presence.
