Behind The Campaign :: Doja Cat
Behind The Campaign :: Doja Cat
US singer and rapper Doja Cat released her third album, Planet Her, in June 2021 and it was her moment of real crossover, going top 3 in multiple major markets. It is released via Ministry Of Sound (part of Sony Music Entertainment) in the UK. Negla Abdela (general manager of Ministry of Sound), Seri Kohli (marketing manager for Doja Cat at Ministry Of Sound) and Jorge Garcia (head of digital at Ministry Of Sound) explain how this album built on the groundwork laid during the Amala and Hot Pink album campaigns, the role TikTok sounds and challenges played, why they created a virtual world that encouraged fans to stream more music across her catalogue, how “the world’s first codeable music video” was created and why the focus was entirely on streaming – so much so that the vinyl edition of the album is only coming out a year after the initial release.
- 1Establishing Doja Cat in the UK
- 2Leading into the Planet Her release
- 3‘Kiss Me More’ setting the new album campaign up
- 4Creating the InterstellHER Air and Planet Her digital worlds
- 5Having the focus entirely around streaming at the start, with no physical release at launch
- 6Embracing the power of TikTok for this campaign
- 7Working with DSP partners
- 8Leaning into UGC for the ‘Woman’ single for the “world’s first codeable music video"
- 9Pushing the album after release without the physical element
- 10Bringing her out of specialist radio and DSP playlists and into major playlists
- 11Working with influencers
- 12Extending the life of the album with a physical release, touring and a range of remixes
- 13Making the UK the second-biggest market
US singer and rapper Doja Cat released her third album, Planet Her, in June 2021 and it was her moment of real crossover, going top 3 in multiple major markets.
