The objective of the Prioritise Pleasure campaign, which began in April 2021, was to elevate Self Esteem’s profile across all strands of media and deliver a campaign to match a remarkably ambitious artistic step up. In order to position Taylor as an essential artist on her ascent to pop stardom, it was important to break her out of esoteric music critic spheres and into general public consciousness and build her profile to that of a covers-level artist.
We wanted to make Self Esteem one of the most invigorating and respected voices in UK music, identifying the themes of misogyny, self empowerment, mental health and challenges faced in her years in the music industry discussed on the record as important topics to focus on. It was important to balance the album’s powerful, urgent subject matter while simultaneously conveying Taylor’s witty personality and infectious sense of fun.