Behind the Campaign :: Bonobo

Fragments is the seventh studio album from British electronica artist Bonobo (real name: Simon Green). It follows the release of Migration in 2017, a major international breakthrough for him. Samantha Sissons (head of marketing, Ninja Tune), Maja Matacz (digital marketing manager, Ninja Tune), Mita De (VP marketing North America, Ninja Tune) and Marie Clausen (head of North America and head of global streaming, Ninja Tune) explain how a cryptic teaser campaign was used to get things rolling, why they had an intense singles release strategy leading into the album, how the artist was able to find a way to work on new (for them) social platforms and why a world tour will mark the start of Phase II of the campaign.

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