Japanese Breakfast

Following the exceptional support for her previous album, we sought to maintain that momentum by building significant anticipation for the new release. This was achieved through strategic coverage of the album announcement in major music outlets. The campaign received great critical reception, featuring five-star reviews from NME, DIY and Dork and playlisting on publication-owned playlists, alongside post-release cover stories in Polyester and Dork.

The campaign successfully combined tastemaker credibility, mainstream media reach and overwhelmingly positive reviews, positioning the album as one of the standout alternative releases of the year.

The strategy for the campaign was to lead with narrative based storytelling, continuing the already strong support we established during the ‘Jubilee’ campaign while also levelling it up into bigger titles and opportunities.

The campaign was designed to build long-term momentum and position the album as a major release within the UK alternative music landscape. It began with a widespread album announcement campaign, followed by a steady stream of single releases that generated consistent news, playlist and editorial support across key music titles.

The release strategy culminated over the release week push featuring cover stories, major features and extensive review coverage across both specialist music media and national newspapers.

Polyester Cover

Dork Cover

DIY Cover

Dork 5*
DIY 5*
NME 5*
The Line of Best Fit 8/10