The Beaches spent years building their career before “Blame Brett” became a viral hit. But when the song introduced the Toronto rock band to a much wider global audience, it also created a new challenge: how do you turn a surge of attention into lasting growth?
At Wednesday Management, social media has become a key part of that strategy. The team is constantly looking at what resonates with fans, where new opportunities are emerging and how to keep The Beaches in the conversation while making sure their online presence still feels like them.
For Alison Perdue, who handles the band’s day-to-day management and is heavily involved in social strategy, that requires more than following trends. It means understanding the artist well enough to know which opportunities make sense, moving quickly when the right moments emerge and building a strategy around the personality fans connected with in the first place.
Made up of sisters Jordan Miller and Kylie Miller alongside longtime friends Leandra Earl and Eliza Enman-McDaniel, The Beaches have been playing together for more than a decade. The Toronto band came up through the city’s rock scene, developing a sound that pairs guitar-driven alternative rock with sharp, often playful songwriting about relationships, heartbreak and growing up.
Their 2017 debut album Late Show earned the band their first JUNO Award for Breakthrough Group of the Year. In the years that followed, The Beaches continued to evolve their sound through releases including The Professional and Sisters Not Twins (The Professional Lovers Album), while building their audience through extensive touring.
Their 2023 album Blame My Ex marked their biggest chapter yet. The breakup album leaned into the witty lyricism, vulnerability and boldness that have become signatures of the band, earning The Beaches Rock Album of the Year and Group of the Year at the 2024 JUNO Awards. Their latest album, No Hard Feelings, continues that evolution, pairing grungier alt-rock with songs that move between nights out, relationships and self-reflection.
While their audience has grown, Perdue believes one of the band’s greatest strengths has remained remarkably simple: people connect with who they are. “The appeal with The Beaches is that it feels like you could be friends with them,” she says.
That connection gives Wednesday Management a strong foundation, but there is no one-size-fits-all approach to translating an artist’s personality into an effective social presence. The strategy has to be built around the artist.
For Perdue, that starts with understanding how each artist communicates, what they find funny and what kinds of content will actually feel natural coming from them. Working closely with its roster gives Wednesday Management the insight to personalize its approach rather than applying the same social strategy across every campaign.
“You really have to replicate their voice when you build out social media plans. No plan is like the other when you’re working across different artists.”
From there, the team looks outward. Perdue spends time every day watching what’s performing across social media, from emerging trends and formats to creators reaching similar audiences. With platforms changing quickly, what worked a year ago, or even a few months ago, may no longer have the same impact. The challenge is staying responsive to those shifts without changing the artist to fit them.
That approach also means being ready to move when an unexpected opportunity emerges. When “Edge of the Earth” found a new audience through a sync in Off Campus, the team quickly shifted its strategy around the renewed attention, looking for different ways to keep the momentum going.
@thebeachesband and Pedro Pascal used it on his ig story today someone pinch me #offcampus #offcampusseries #hannahwells #garrettgraham #booktok ♬ Edge of the Earth – The Beaches
Management also plays a role in making that strategy sustainable. With artists balancing recording, releasing and touring, generating a steady stream of social content can quickly become another job. “They’re musicians. They don’t [necessarily] want to be posting TikToks every day,” Perdue says.
Having a team focused on that side of the career helps take some of that pressure off the artist while ensuring opportunities aren’t missed. The goal isn’t simply to generate more content, but to understand what makes an artist compelling, recognize the opportunities that fit and build a social strategy that can evolve alongside their career.
A strong social strategy can help an artist reach new audiences and capitalize on moments when attention spikes. But turning that attention into lasting growth requires resources beyond what happens online.
FACTOR has supported The Beaches throughout their growth, contributing funding toward projects, music videos and touring. For Perdue, that investment has been particularly meaningful as the band has expanded beyond Canada.
“FACTOR has leveled the playing field for The Beaches by providing the funding they need to compete with American acts,” she says. “Because they were doing “Blame Brett” independently, this support allowed them to activate their success and export it beyond Canada.”
For The Beaches, that has meant a social strategy tailored to who they are, a management team helping execute it and the resources to keep building as new audiences find them.
