Behind The Campaign :: Patrick Watson

Behind The Campaign :: Patrick Watson

Secret City Records was set up to release Canadian singer-songwriter Patrick Watson’s first official album, Close To Paradise, in 2006. His albums in the 2010s were released by Domino but Secret City kept the Canadian rights, with 2022’s Better In The Shade seeing his return to Secret City for full global release. The team at Secret City – Magali Ould (marketing director), Sarah Labissonière (content and marketing coordinator) and Nick Younès (digital marketing manager) – explain how a catalogue track going viral on TikTok was used to bridge into a steady flow of new music, why they decided not to jump on celebrity interest in the track and instead focus on how the fans were using it in their UGC, where duets extended his social media reach and why China was critical to the campaign’s international expansion. 



The team at Secret City – Magali Ould, Sarah Labissonière and Nick Younès – explain how a catalogue track going viral on TikTok was used to bridge into a steady flow of new music...

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