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 Beabadobee 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.