Swedish singer and songwriter Joakim Berg first came to prominence as lead singer of pop/rock band Kent. They split in 2016 and thereafter Berg worked behind the scenes with other acts. His solo debut, Jag Fortsätter Glömma (translating as I Keep Forgetting), was released on 27th May and came as a surprise to many. Andreas Hindenäs (head of local at Universal Music Sweden), Sofia Sandqvist (senior product manager at Universal Music Sweden) and Adam Hilario (freelance creative for Universal Music Sweden) explain how the campaign was pulled together quickly, why they wanted a real-world setting to showcase the album ahead of release, how Berg became the first Swedish act to get an enhanced album on Spotify in their home country and why gathering fan data was critical to relaunching an act who had been out of the public eye for several years.