April 20, 2016:Behind the Campaign: Jack Garratt

Jack Garratt released his debut album, Phase, in February but had already been named as the winner of both the Brits Critics’ Choice award and the BBC Sound Of 2016 poll.

Guillermo Ramos, senior marketing manager, Island Records UK, outlines how he had been in stealth development for 18 months before that, building a substantial live following and releasing a series of EPs and connecting strongly at radio.

As an artist, he is very active on social media but avoids the hard sales message and Ramos explains how Vevo, iTunes, streaming and traditional record shops all played their part in accelerating what his two awards had already set in motion.

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Stuart Dredge
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