Sherelle

The campaign for Sherelle centered on establishing her as a culturally significant figure within the UK electronic music scene. To achieve this, the strategy balanced targeted electronic music media like Mixmag and DJ Magazine with broader cultural platforms, including Dazed and i-D.

Sherelle adopted a non-traditional release strategy, opting for a surprise album drop that prioritised the element of surprise to generate immediate interest. Rather than building momentum through a traditional singles campaign, the rollout used remixes as secondary touchpoints for media coverage, helping to sustain engagement and extend the album’s lifecycle.

The campaign focused on securing playlist placements across major publications and streaming platforms to broaden reach among both existing fans and new audiences. Features and interviews with prominent music and culture figures were coordinated ahead of the official announcement, ensuring visibility at launch. Press activity was designed to maximise coverage of the unannounced release, while critical reviews were secured across key cultural and electronic music outlets to reinforce credibility and drive conversation within the genre.

NME Cover

Billboard Feature

Dazed Feature

The Guardian

Trippin’ Feature

The Guardian 4*
The Standard 4*
The London Standard 4*
Financial Times 4*
Pitchfork 7.7/10