To coincide with the release of Sam Smith’s latest single, ‘How Do You Sleep?’, we commissioned a special peaceful remix aimed at capturing the ambient/ sleep playlist market that has grown in popularity on DSPs in recent years. The remix was as much of a marketing idea as it was an A&R exercise. The Sleep version broadened the reach and awareness of the track in the same way a more traditional remix would, but also tied in thematically due to the name of the single.

We also approached the meditation app Calm to explore featuring the new version in a partnership hailed by Scooter Braun as “genius”. Sam is a long-time user of the app, so not only did it feel like a perfect fit sonically, it also made sense for them as an artist to align themselves with the app.

Calm featured the track prominently as an hour-long audio loop, in app on its homepage globally as well as within the Music section. It also offered global social support as well as emailing its global database of 19m users. We simultaneously uploaded a “slow TV”-style video of the track to Sam’s YouTube channel as well as pitched for editorial support from DSPs, which included additions to the Peaceful Beats playlist on Apple Music amongst others.