KEY CAMPAIGN HIGHLIGHTS

• A key aim for the marketing campaign around ‘12 Questions’, was to ensure that we highlighted the complex range of themes and messages on the record. This was achieved through the creation of probing social content and campaign graphics that invited fans to give their own responses to the twelve questions on the record, which we were then able to repurpose as UGC content to help create a dialogue with the fanbase. As the questions on the records were layered and complex, we also wanted to feature longer form conversation (outside of just socials) as part of the marketing campaign, and therefore we decided to commission a ‘12 Questions’ podcast series with Fraser at the healm. Over the space of twelve episodes, Fraser interviewed a diverse selection of guests about their responses to the questions on the record, with guests including the likes of Nile Rodgers, Kae Tempest, Brian Eno, Craig David, Joy Crookes, Jamie Oliver and Griff (to name a few). All podcast content was shared across Fraser’s own socials, as well as guest’s own platforms, helping to drive up engagement online and creating longer form content for fans to interact with. The podcast series acted as a hugely successful tool in showcasing the nuanced nature of the album themes, and was a real talking point within media, helping us to secure additional coverage within national radio and press.

• As part of the marketing campaign for the album single, ‘How Much Is Enough?’, we wanted to drive home the overarching theme of capitalism and ask fans to consider how much money is really enough. In order to do this, we engaged a number of high profile influencers and creators to create video content around the question, ‘What would you do with a million dollar bill?’. Creators made videos in response to this question, which were shared to their own socials, as well as their answers being stitched to the start of the official music video itself. This approach to the music video acted as a real talking point with fans who shared their own response to the question online, and also helped reached new audience members who were bought to the project through the creator’s profiles. Press and radio also picked up on this initiative, which helped us achieve our biggest 48 video launch to date, and drove music video views into the hundreds of thousands.  

• We wanted the debut live show for Future Utopia to reflect the music itself, and to feel innovative, immersive, challenging and inspiring. In order to do this, we worked with the ground-breaking arts and music venue, Peckham Levels, in order to put on an immersive live experience that felt different to a standard live performance. Guests were invited to sit in the round around a central stage, and Dolby Atmos provided a unique surround-sound listening experience, that meant that each audience member had a different listening experience on the night. Fraser’s wife, who is an artist herself, built an arts sculpture as part of the staging, and we projected questions from the album around the venue to encourage guests to reflect on their own responses. We commissioned a series of guest performances as part of the evening, with guests walking onto the stage from seats within the audience itself, to make the evening feel truly unique, and reflect the multi-layered nature of the album itself. This approach saw the show sell out and receive rave reviews across media and industry.