Classical music · Social strategy, content & campaigns

HAUSER

Social, digital and community strategy for cellist HAUSER: his official channels, the HAUSER Music Foundation, and a YouTube Shorts channel built from zero to 148K subscribers and 16.3M views.

Client

HAUSER

Services

Social media strategy, content production, campaign management, influencer and brand partnerships

Year

2022–2025

Location

Worldwide

Results

16.3M

Views on the HAUSER Shorts channel, launched from zero in 2022 and grown to 148K subscribers

0 → 1.4M

TikTok followers, built from a standing start

1.8M → 4.1M

Instagram followers in under two years

The Brief

Social media, digital and community strategy for HAUSER (Sony Music Classical): managing the official HAUSER accounts across every platform and the HAUSER Music Foundation accounts, and launching a dedicated HAUSER Shorts channel on YouTube. Together they serve an international fan base of more than 15 million people across TikTok, Instagram, Facebook and YouTube.

The Challenge

HAUSER already had a devoted classical audience, but short-form video was where the next generation of listeners lived, and on TikTok the account was starting from zero. The brief was to grow a younger, international audience on every platform without diluting the artist's elegance, and to turn each album release and tour into moments fans would share.

The Approach

Built and ran a platform-specific content strategy across TikTok, Instagram, Facebook and YouTube, managed global campaigns end to end, and brokered collaborations with international influencers and brands to amplify HAUSER's reach. Helped manage, plan and create the videos for HAUSER's Apple Music Classical social promo campaign.

HAUSER Shorts, From Zero

In 2022 GROOVE launched a dedicated HAUSER Shorts channel on YouTube from a standing start: no subscribers, no uploads. Programmed and published entirely by GROOVE, it grew to 148K subscribers and 16.3M lifetime views, with a peak monthly audience of 934K viewers in February 2023. The channel has not posted since early 2025, and the library kept working anyway: it added another 6K subscribers during 2025.

Classic II at the Royal Albert Hall

For Classic II, HAUSER's album of 18 reimagined melodies recorded with the London Symphony Orchestra, GROOVE created the social promotion for his Classic II show at the Royal Albert Hall on May 9, 2024: story, square and landscape cuts built for each platform. The landscape film plays below.

Results

TikTok grew from zero to 1.4M followers and Instagram from 1.8M to 4.1M in under two years, with engagement up 75% on TikTok and 6% on YouTube. The HAUSER Shorts channel reached 148K subscribers and 16.3M lifetime views.