With Kojey’s debut album we wanted to create an impact both culturally and commercially. Our objectives were:

• Instigate maximum chart impact on launch of the album and audience connection
• Cement Kojey’s status at the top of the alt-rap space in the UK where he is unrivalled in his ability to create music that transcends UK youth culture and connects with audiences as well as musicians.

We announced the pre-order with the visually stimulating artwork at an exclusive fan event alongside the Reason To Smile tour and a headline Brixton show. We wanted to create multiple touchpoints early on in the campaign.

Into the new year, we released the second single from the album ‘Payback’, which resulted in Kojey’s best-ever launch at streaming to date, with a range of support from partners and DSPs. Letting the music do the talking allowed us to double down on the creative and innovative marketing opportunities around the album.

Kojey did a university tour around the UK in an effort to get him in front of a keen and avid audience who are engaged and enthusiastic as well as to sell out the in-store signings we had planned in the respective cities. We also had a pop-up shop in Shoreditch box park for the entire week of album release where fans were able to buy CDs as well as merchandise.

We saw a huge increase in followers across platforms during the lead up to the album. On Kojey’s Discord server, House Of Radical, we gave fans the opportunity to have first access to releases, videos and announcements before anyone else.

During album week, there was a mammoth effort from the entire scene to push Kojey’s album into the top 10, with the whole scene, including Dave, all getting behind Kojey. In addition to this we had a strong run of TV headlines including an appearance on Sunday Brunch, Soccer AM as well as Kojey soundtracking the sold out PPV UFC Fight on 18th of March.

It was an amazing week of activations and activity which required a huge effort from the entire team. The campaign was impossible to miss with our digital marketing endeavours matching our statement out of home billboards. We learned the importance of community and real grassroots support as well as the importance of leaning into the fans who have been supporting and rooting from the very beginning of Kojey’s journey.