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Case study · Online learning

Paolo Orlandi

1,000+ copies of one drum book, and a shop that is his.

Jazz drummer, author and educator · 2024 – present

Tell us about your business
Paolo Orlandi, jazz drummer, balancing a drumstick on one finger against a dark blue background
Books sold
1,000+
Instagram followers
15.6k
Buyers moved
1,205
Online learningJazz drummer, author and educator2024 – presentCase studyThe Social Target

The work

Paolo Orlandi is a jazz drummer and teacher. His 3/5/7/9 Syncopation Book takes rhythmic reading into odd meters, and it is written for every musician, not only drummers.

We started with his audience. We coached him on content and helped him find the ideas worth posting, and his Instagram grew past 15,000 followers without paying for reach.

Then we built the sales side. We designed his landing pages and ran his Meta ads and his email marketing. The Syncopation Book has sold more than 1,000 copies, and his courses sell alongside it.

In 2026 we moved the whole business off Podia and onto a platform of his own at shop.paoloorlandi.com: six courses, three bundles, a private lessons page with booking, and all 1,205 past buyers brought across with their courses.

The book found its readers. Now the shop they buy from belongs to him.

The approach

How the growth actually happened.

  1. 01

    Content that grows

    Organic content coaching and ideas that took his Instagram past 15,000 followers.

  2. 02

    Pages that sell

    Landing pages for the Syncopation Book and every course, designed in his own look.

  3. 03

    Ads and email

    Meta ads that found new students, and email marketing that brought them back.

  4. 04

    A shop of his own

    Every course, bundle and past buyer moved from Podia to shop.paoloorlandi.com.

Gallery

2 more from the paolo orlandi archive.

More work

Three more to chew on.

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The Social Target · Limited · Est. 2017 · London