KEY CAMPAIGN HIGHLIGHTS

• One of the key focuses for 2024, was the successful coordination and launch of the band’s headline tour across the UK and Europe, which was taking place in numerous cities across Europe to help drive activity across key territories. In order to ensure the success of this tour, we laid out an extensive tour marketing plan with our live agents, which involved the creation of bespoke assets across each territory, an extensive and targeted paid media spend campaign, working closely with our local label partners to support the tour release in each market, and the coordination of a fans first campaign with Spotify, (one of our key digital partners) to target top listeners. We also took a highly strategised approach to our own mailer database, driving up sign ups in the run up the tour, in order to ensure our most engaged fans were at the heart of the tour announcement. This proved highly successful and allowed the band to sell a huge allocation of tickets to their own owned database, and saw the band sell out multiple shows across the UK and Europe.

• The end of 2023 saw Underworld embark on an exciting music collaboration with the rising dance star, Kettama. As a band who rarely release work with other artists, we wanted to ensure the introduction of the Underworld and Kettama audiences was done in the right way, and we worked closely on a series of carefully briefed content pieces for the band’s socials and You Tube, that showed the authenticity and real working relationship between the pair. The resulting content resulted in some of the best performing posts of the year across socials, with engagement 4 x higher than usual across posts. We also used this content to test a series of different ad creatives (via A/B testing) via our media spend agency, helping us to drive up video views and streaming within Kettama’s audience base, and we saw notable growth in our own social numbers in the process.