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.

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.

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