Tag: behind the campaign

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Behind The Campaign :: Anitta

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

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...
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Behind The Campaign :: Mitski

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...
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Behind The Campaign :: Eason Chan

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

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...
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Behind The Campaign :: Lucy Dacus

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.
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Behind The Campaign :: BRIT Awards 2022

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.
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Behind The Campaign :: Doja Cat

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.
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Behind the Campaign :: Years & Years

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...
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Behind the Campaign :: Bonobo

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...
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Behind The Campaign :: Ed Sheeran

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Behind The Campaign :: NCS10

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...