Rick’s first album in 12 years, 50, was an unprecedented success that went in at #1 in the UK chart and has gone on to be a gold-selling album in three months. Currently it’s the eighth best-selling album of 2016. In addition to this, Rick has become a household name again, with a strong online following based around his social media presence. This was achieved by using a strong social media engagement strategy, run by Be Hooked, alongside a highly dynamic marketing and advertising strategy run in-house at BMG.

Using micro-management of audiences and retargeting data, BMG, alongside consultants Motive Unknown, were able to carefully isolate specific platforms and audiences that were driving the most revenue and redirect budget accordingly, constantly morphing the campaign to provide the most efficient results. This proved most effective during week of release, in which Rick landed a coveted #1 spot, ahead of Tom Odell. Rick’s album is still in the top 20 now and this online strategy is still paying dividends.