Beabadoobee

The key objective of the Beatopia campaign was to elevate Bea’s profile from internet cult favourite to mainstream hero, achieved through a press campaign of selective, in depth profiles to provide more depth to her visible online presence and the unique world of the album, and to tell the story of her biggest year to date; Bea would be emerging from a crucial period of growth impacted by the pandemic onto the world’s biggest stages – Glastonbury, Coachella and more.

In consolidating Bea with a wider, more mainstream audience, it was important that we still carefully balanced opportunities that maintained Bea’s ‘cool’ image, and fashion forward positioning, while giving her a larger platform to speak on topics important to her: mental health, racism, her family and Filipino heritage, feminism, the pressures of social media, the complexities of the music industry and more.

With an ambitious live plot already mapped out for 2022, it was clear that Bea would be away touring worldwide across most of the campaign before album release, so we had to plan and execute UK promo strategically to achieve an exciting rollout. By aiming high and starting early conversations with key media we plotted pivotal cover looks in advance, maximising the small windows of promo time available.

Inside Out agency met with Beabadoobee in early 2022 to discuss the record, agreeing on greater creative collaboration to keep interviews, shoots etc sensitive to the world of Beatopia. We then identified key tastemakers in flying the flag for Beatopia, influential young female journalists who could really connect to the music and help elevate her profile in the right spaces.

While being selective, we also wanted to maximise real-life moments, performances and events appearances, identifying The Face and GQ as targets for live appearances at key campaign moments.

The Face launched as our lead cover feature, followed by print covers with long term supporters Dork, and industry-facing Music Week, thus reaching widely across fashion, music and industry in the campaign’s early stages. July, album release month, was stacked with exciting looks at new titles new to Bea and which levelled her up to even wider and more diverse audiences: a GQ Hype digital cover, Kerrang! digital cover, ES Magazine cover on streets of Bea’s hometown London on the day of album release, a Sunday Times Culture feature days after album release, a Rolling Stone UK 10 page lead feature, it truly felt like Bea was everywhere. Through the rest of the summer into her UK headline tour we staggered in depth looks including an NME Big Read, an i-D Meets documentary and a King Kong magazine cover, again covering music, fashion and art spheres without compromising on quality.

The Face Cover

ES Magazine Cover

GQ Hype Cover

Kerrang! Digital Cover

King Kong Cover

The Times, 4*
Rolling Stone, 4*
NME, 4*
Dork, 5*
Clash, 8/10
Loud & Quiet, 8/10
DIY, 4.5*

A considered, creative and wide reaching press campaign that elevated Beabadoobee from indie cult favourite to mainstream superstar. With cover stories including The Face, GQ, ES Magazine and Kerrang!, the Beatopia campaign covered exciting new ground and partnered with media to create truly special moments.