Last month, we reported on the mysterious marketing campaign for British band Broken Witt Rebels. It saw massive billboard ads in prominent UK locations, as well as a front-page Shazam promotion on daily newspaper Metro, for an unsigned blues-rock band.

As we explained at the time, it was an experiment in ‘breaking a band’ by media agency MEC. Now Music Ally has talked to the agency about the what, how and why of its campaign. “The task became breaking a band rather than breaking a single in eight-to-10 weeks,” said MEC’s Mark Knight. Broken Witt Rebels are now on the verge of being signed as a result. “One is from Universal and the other is from an independent. There is a third conversation going on as we speak. There’s no offer yet, but a third conversation with a major label, which I’m quite hopeful for,” said Knight. For the full case study, which was also published in our Sandbox report this week, click the link below and log in with your Music Ally ID.

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