Behind The Campaign :: Tears For Fears

Behind The Campaign :: Tears For Fears

British pop-rock act Tears For Fears, Roland Orzabal and Curt Smith, last put out an album, Everybody Loves A Happy Ending, in 2004 (in the US) and 2005 (in the UK). That 18-year gap (or 17-year gap, depending on where you are) was broken with the release of The Tipping Point in February 2022 via Concord Label Group’s Concord Records label imprint. Clare Maxwell (senior director, marketing UK, Concord Label Group) and Fred Gillham (MD UK & Europe, Concord Label Group) explain how the band winning an Ivor Novello award in 2021 was the starting pistol for the campaign, the role that multi-formatting of physical product played, where the band were introduced on social platforms, how their catalogue trending on TikTok was exploited and why the campaign was structured around targeting distinct audience segments at very precise times.


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