Tag: behind the campaign

Marcela Moreira (VP of Marketing Services, Latin America at Warner Music Group) explains how Anitta was prioritised as a global star.

Tom Davies (Cast Iron Management), and Pablo Douzoglou and Ashley Young (Beggars Group) explain how the album was teased, why warming up the fanbase was critical, where they gave a UGC spin with the release of album tabs...

Ali Murphy and Robby Morris of Secretly Group explain how Mitski's music was developing a new life on TikTok while she was away and was reaching into whole new audiences...

Yvonne Yuen, SVP of marketing at Universal Music Group China, explains how Eason Chan's track built such momentum so quickly

Canadian singer Rêve broke through in her home country with her third single, 'CTRL + ALT + DEL’ in September 2021, and it has since been certified gold there. The team at Universal Music Canada talk through the campaign...

We look at how her return with a new album was plotted out, where new emphasis was placed on her social channels, and why the album is having a longer afterlife than most.

Luke Ferrar, innovation director at Polydor, and Giuseppe De Cristofano, director of digital at the BPI, explain how they pulled together all the digital activations for this year’s awards.

US singer and rapper Doja Cat released her third album, Planet Her, in June 2021 and it was her moment of real crossover, going top 3 in multiple major markets.

Martha Kinn (director at YM&U Music and manager of Years & Years), Stephen Hallowes (marketing director at Polydor), Fiona McAuley (head of digital at YM&U, running social media and digital strategy for Years & Years) and...

Samantha Sissons, Maja Matacz, Mita De and Marie Clausen of Ninja Tune explain how a cryptic teaser campaign was used to get things rolling, why they had an intense singles release strategy leading into the album, and more...

NCS (NoCopyrightSounds) was set up to address a very real issue – to allow people online to use electronic music in the background of their videos without risking a copyright strike or having their account suspended (or...