Building on 2019’s development campaign that saw incredible support from BBC Radio 1 (four consecutive playlists and a Live Lounge session), a BBC Sound Of 2020 longlist nomination, a Jools Holland performance, a televised Glastonbury set on the Park Stage and hypertargeted audience building on socials, Georgia released her second album, Seeking Thrills, at the start of this year with an aim to further develop her growing fanbase and encourage them to seek all the thrills 2020 had to offer.

Georgia toured internationally in the lead up to album release, giving us ample opportunity to capture local footage of her in key territories. We then used this content to run advertising in each country so prospective fans could recognise her from either a performance or from a place familiar to them – contributing significantly to audience growth.

Around album release, we also rolled out a series of further content pieces shot in various locations that inspired the record: the dancefloors of Ibiza; the club scene in Berlin; and producing the record at home in London. These really helped a multitude of new fans built over the last year enter Georgia’s world and helped explain the story behind the record.

Release week saw Georgia extend an invite for UK fans to attend a roller disco album launch party with her in London via socials and her mailing list. Georgia and friends (Joe Goddard, Prospa and Jungle) DJ-ed and the experience was filmed so that fans who couldn’t make it didn’t miss out on seeking any thrills.

A big goal for the campaign was connecting the dots between the Radio 1 audience and converting these into followers and on-demand streams. The album saw partnerships with key DSPs and great editorial support. This included a global mobile home banner, marquee notification, original content pieces, singles session and Times Square billboard from Spotify, a playlist takeover and content pieces from Apple Music, a Vevo DSCVR session, Deezer indie album of the week and session in Paris, Amazon’s Weekly One and playlist cover features, SoundCloud Fresh Pressed and Fast Track Twitch live streams.

Georgia’s intimacy with her fanbase and willingness to invite them into her world and creative environment made her a rewarding and natural artist to follow during lockdown. She kept fans engaged with breakdowns of her track production on ‘About Work The Dancefloor’ and ‘Started Out’, gave livestreamed drum tutorials and performed full-on gigs featuring special guests like The Blessed Madonna, a duet cover of a Prefab Sprout song with Alexis Taylor of Hot Chip and an increased presence on TikTok.