Thinking ’93/RCA executive behind successful artist marketing campaign Music Week Awards 2023 talked about a strategy that helped cat burn breakthrough star.
Receiving the award at the awards ceremony (pictured, LR and the organizer) Vic Hope) Hannah Eage, Audience Development Manager, RCA/since ’93, Chloé Ame, Head of Label Management, since ’93 and Digital Marketing, RCANeemat Abdellah, former Director of Marketing, since 1993.
Abdella then said, Start your own agency, Knott.
“This was a great finale for the team. It was incredible,” she said. music week.
Cat Burns Go 4th biggest singles of 2023, according to data from the official charts company. It peaked at No. 2 in June last year and has recorded sales of 1,357,291 so far.
with fan content tick tock, Cat Burns embraced the platform with his own video post. The single’s momentum was maintained by multiple versions of the track released throughout the campaign, including a slowed-down version teased as a TikTok sound.
In addition to working with handpicked influencers, since ’93 and RCA introduced official videos. TikTok Live. A tour announcement was also made on stage.
“We embraced trends, but made sure everything was authentic,” he said. Chloe Ame. “It was a celebration not only of her audience, but also of Kat and all that she has been working towards. So I think we were able to give the fans what they wanted as quickly as possible. It was a lot of work, but it was worth it.” had.”
new sound teased tick tock It was then released to DSP based on fan reaction. Multiple versions of this track included notable remixes by Sam Smith and Goddard. Major drum and bass tastemakers helped amplify the influence of that version.
“We weren’t the first to do it. [multiple versions]But we were definitely the first to do it, and it definitely had such an impact,” Ame said.
In addition to online and social media efforts, including a surprise acoustic duet with Sam Smith streamed from Hyde Park, physical social events also contributed to the enhancement. cat burnConnect with your fanbase. The version released as TikTok sounds was then published to his DSP to secure playlist placement.
“I think the important thing is that we weren’t afraid to learn,” Ame added. “We’ve all worked in the music field for a long time, so all you have to do is set up your campaign the way you want it and tailor it.
“But with Kat, we felt: “Ride the waves, listen to the fans”. And, working closely with the A&R team, I can actually say that this is doing well in terms of sound and trends…every remix contributed to the overall success of the track. “
The single was nominated for 2023 BRITS Song of the Year. That global success was also recognized by Sony Music with her 2023 Blitz Awards. New international marketing category At Music Week Awards 2023.
There are no more rules or formulas for running campaigns
Chloe Ame
Reflecting on the evolution of marketing, Ame said: “There are no more rules or set ways to run a campaign. You just have to try new things and see what works, so you have to be very flexible and proactive.”
“That’s marketing, right? Experiment and try different things,” agreed Abdellah. “I think innovation has definitely been at the forefront of what we’ve been doing. Sometimes things go wrong, but when they do, it really pays off.”
Three more chart tracks have been added following the Go campaign. cat burn As of 2023 – Delight people, live more, love more, Ardie Collaboration with Home for My Heart.
“She’s been on various world tours,” said Hannah Eage. “There’s a lot of new music coming in.”
Asked about the debut album, Eage said, “It’s a little early to announce anything, but something big is coming out this year.”
Neemat Abdellah added: “She was cooperative” Sam Smith During her European tour, she will travel to the US to support Ed Sheeran, where she will have her own headline show. There are many more music they will collaborate on, and it’s a real shame that I won’t be able to participate in them! “
click here Awarded to all Music Week Awards 2023 winners.
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