Kelela

A standout campaign that garnered major media coverage, from The Guardian to Dazed, earning critical acclaim and further cementing Kelela as a significant cultural figure.

Overview

Through the roll-out the focus was on building anticipation for the album with each single release. Securing covers that span across different topics from Mixmag to Dazed to the Guardian, it cemented Kelela as an important cultural figure. Through raving reviews on several publications and best track lists, Raven was a success among critical figures in the music press.

Strategy

The campaign was built around a long-term, phased press strategy that generated sustained visibility from September through February. Each single created a distinct news moment that maintained momentum and steadily expanded awareness of the album.

Anticipation was further strengthened through inclusion on end of the year “most anticipated albums” lists before the campaign culminated in a highly successful release week, with widespread critical acclaim from leading publications.

Alongside reviews, a strong playlist and discovery strategy ensured continuous engagement throughout the campaign, while post-release features, videos and festival coverage helped extend the album’s lifespan.