Behind The Single

Behind The Single: “How to top the charts with a newcomer Dance act”

Track: LF System “Afraid To Feel” (Released: 2 May 2022)
Label: Warner Records
Charts: UK #1, Netherlands #1, Australia #19

Overview 

The campaign for “Afraid To Feel” by newcomer act LF System caught our attention after it become the longest-running UK dance number 1 of the decade. We talked to George Simpson, Head of Dance Marketing at Warner Records UK, and Jess Spink, Audience Manager, Warner Records UK, to learn about how the team managed to achieve this breakout success.

Core Marketing Drivers

  • Clara Amfo Hottest Record (BBC Radio 1)
  • Working with five different influencer agencies
  • Club and festival plays
  • Social spend across various creative assets
  • A David Guetta Remix

 

We talk to George Simpson, Head of Dance Marketing at Warner Records UK, and Jess Spink, Audience Manager, Warner Records UK, to learn how the team managed to achieve breakout success.

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