[ Album ]2020Strategy & ConsultingPaid Media
A creator audience, converted into an album audience
- UK album chart
- #2UK album chart
- Spotify pre-saves
- 50k+Spotify pre-saves
- Spotify streams
- 350M+Spotify streams
- YouTube views
- 75M+YouTube views
We supported label teams with release strategy and managed paid media for the “Dissimulation” album, achieving the #2 UK album, 50,000+ Spotify pre-saves, 350M+ Spotify streams, and 75M+ YouTube views.
[ 01 ]The brief
A debut album from an artist with an enormous existing audience carries a specific risk: reach is not the problem, conversion is. The job was to turn a creator audience into an album audience — pre-saves, first-week streams and chart position — working alongside the label teams rather than around them.
[ 02 ]What we did
- Supported label teams on release strategy across the announcement, single and album phases
- Managed paid media end to end against pre-save and streaming objectives
- Built a pre-save campaign structure that captured intent well ahead of release week
- Ran audience segmentation across the existing creator following and lookalike expansion
- Optimised daily through release week to protect chart position
[ 03 ]The result
Dissimulation landed at #2 on the UK album chart, backed by 50,000+ Spotify pre-saves before release. The campaign went on to support 350M+ Spotify streams and 75M+ YouTube views.