Behind The Campaign :: Mitski
Behind The Campaign :: Mitski
Laurel Hell is the sixth studio album by Mitski. It is on Dead Oceans (part of Secretly Group) and was released in February 2022. It followed Be The Cowboy in 2018, after the release of which Mitski announced that she was taking a hiatus. Ali Murphy (UK/EU marketing director at Secretly Group) and Robby Morris (creative director at Secretly Group) explain how her music was developing a whole new life on TikTok while she was away and was reaching into whole new audiences, where fan demand for new music was surpassing all expectations, why physical sales were booming in the interim, how key pieces of marketing (like billboards and pop-up shops) gave fans real-world places to congregate and why Mitski has broken through the indie ceiling and into the pop sphere.
- 1Returning to music after a hiatus
- 2Her music booms on TikTok and unlocks whole new audiences
- 3Tracking and dissecting the data
- 4Capitalising on this viral growth
- 5Reactivating her social media to lead into the first single
- 6Carefully defining the visuals
- 7Putting the emphasis on ‘The Only Heartbreaker’
- 8The media and DSP plot
- 9Meeting demand for physical product
- 10Creating pop-up stores as a place for fans to gather in the real world
- 11The chart success and the impact of touring
- 12Responding to show cancellations
- 13Carrying the album (and her catalogue) through 2022 and into 2023

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