Years & Years (now a solo project for Olly Alexander) released Night Call in January 2022, following on from their second album Palo Santo in 2018. In the interim, Olly starred in It’s A Sin, Channel 4’s powerful drama about the AIDS crisis in the 1980s, which aired in January and February 2021. Martha Kinn (director at YM&U Music and manager of Years & Years), Stephen Hallowes (marketing director at Polydor), Fiona McAuley (head of digital at YM&U, running social media and digital strategy for Years & Years) and Michael Smith (senior artist manager at YM&U) explain how they built on the success of It’s A Sin to use it to introduce Olly to whole new audiences, where singles and collaborations filled the 12-month gap between the show and the new album, how they tackled a chart battle with Yard Act, where social media in general – and TikTok in particular – did a lot of the work, but also where traditional TV appearances also played a major part. Olivia Covell (international marketing at Polydor) also explains how international markets, notably Japan and the Nordics, were prioritised on this campaign.