Every year Music Ally highlights the top music marketing campaigns in the music industry. 50 campaigns were shortlisted for their impact, creativity, and standing out amongst the rest. We’re proud to share that our efforts contributed to 5 campaigns listed in Music Ally’s Sandbox Campaigns of the Year 2024 edition. Learn more about these campaigns below.
Aitch (NQ Records)
In 2024, British rapper Aitch’s marketing campaign for his singles “Famous Girl” and “Baddies” involved creative strategies to engage fans and boost visibility. For “Famous Girl,” the team created dating profiles for Aitch on popular apps like Bumble, Hinge, and Tinder, which sparked social media buzz. Paparazzi-style photos, billboards in London and Manchester, and a special phone number leading to a voicemail preview further promoted the track. Limited-edition T-shirts, care packages, and snail mail love letters were sent to celebrities and top fans, resulting in 5k pre-saves and 30,000 calls within 48 hours.
For “Baddies,” the team capitalized on the football and fashion themes, aligning with the Euros 2024 by partnering with influencers and Snipes. Their efforts paid off with the track reaching #6 in Germany and garnering 7 million streams in its first week.
Oasis (Big Brother Recordings Ltd)
To celebrate the 30th anniversary of Oasis’s Definitely Maybe, the campaign focused on telling the story behind the album’s creation. Initially, the band’s recording session at Monnow Valley Studio was scrapped, and the album was re-recorded at Sawmills Studios. The discovery of outtake reels from both sessions allowed Noel Gallagher to create new mixes, forming part of the anniversary’s bonus content.
The artwork concept, developed with designer Brian Cannon, included re-shoots of both studios and a new sleeve image featuring an outtake photo. The release featured limited-edition vinyl, including a lenticular sleeve and exclusive colored LPs for top fans. The campaign also included unheard live versions of “Supersonic,” new mixes, and major DSP partnerships with Apple, Amazon, and Spotify. Liam Gallagher’s tour and the cultural nostalgia surrounding the ’90s, particularly on TikTok, brought Oasis to a new generation of fans. The anniversary was celebrated simultaneously alongside the announcement of Oasis’s 2025 tour. These efforts resulted in Definitely Maybe returning to #1 with 53,376 sales (50% from vinyl), with three albums in the Top 5 album chart.
Rojuu (The Orchard)
This year, Rojuu released Los Sueños de Nube, a concept album of 25 songs linked to his self-published comic book of the same title. Moving away from the experimental sound of Starina (2022) and Salsa Valentina (2023), this project embraced a more pop style.
The album tells the story of Nube and Viento, members of El Escuadrón Arcus, on a quest to find the mysterious El Cuentacuentos. Pre-release activations included singles “El Lago del Alma” and “Un Sueño No Bienvenido,’” digital cards with character lore, and a multi-format YouTube strategy that generated over 1.5 million views. Additionally, the campaign featured a rebranding of Rojuu’s profiles, an Instagram filter, and a pop-up store in Barcelona with signed comics, action figures, and exclusive merch. Overall, these efforts led to over 6.2k pre-saves and increased fan engagement across platforms.
DJ Shadow (Mass Appeal)
DJ Shadow’s Action Adventure campaign was a year-long, global effort focused on fan engagement and driving album and merch sales. The campaign prioritized data acquisition through SMS and email opt-ins, using platforms like Laylo and Shopify Email to capture fan information and create personalized communication.
Pre-order sales were boosted through exclusive, limited-edition vinyl and merch only available via the official store, fostering a sense of urgency and exclusivity. Shopify and Mainfactor’s Omnichannel integrations enabled seamless transactions across DJShadow.com, social media, Spotify, and Google Shopping. Over the course of the campaign sales were up 72% and orders up 45%.
Saiko (Saikoneta)
Saiko built massive anticipation for his debut album Sakura, one of 2024’s most-hyped releases. After his rapid rise to fame in Spain, the goal was to secure a number-one album. It dropped in April, and its release day was livestreamed, drawing 165k viewers. He achieved the #1 spot on the Spanish album chart for 14 consecutive weeks. Saiko made history with an exclusive interview at the Alhambra, followed by a surprise concert and private event in Granada.
To promote the album, all his music videos premiered in cinemas across Spain. Pre-release, Saiko partnered with Spotify for exclusive activations, including a Countdown Page and a landing page showcasing the Sakura universe. Meanwhile, on YouTube, videos for all singles were released, supplemented by short-form content to boost engagement. A global campaign also ran across The Orchard’s Radial channels, rebranding them with Saiko at the center. A major digital and OOH push targeted Spain and Latin America, culminating in sold-out shows and a football stadium performance in his hometown. This marketing campaign was also recognized for Best Release Rollout of 2024.
A special shoutout to Raye (Human Re Sources) for also earning a nod alongside Cassö and D-Block Europe (Ministry Of Sound Records) for their campaign for “Prada”.
