Episode Details

Avalanche Records is doubling down on old-school marketing after hitting a wall with social media—despite TikTok pushes and a cheerleader-style campaign that fizzled, owner Kevin Buckle’s bet is on physical posters. With two high-traffic spots in Waverley Market (7 million visitors a year) and framed posters outside their shop, Buckle’s strategy is simple: grab eyeballs where they’re already gathered—offline. While digital engagement has cooled, especially on Twitter, the shop’s focus is shifting to tangible, eye-catching ads that drive foot traffic and sales, proving sometimes the classics still win.

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