A key component of our marketing efforts were focussed around grassroots audience development. We achieved this via utilising digital platforms as a stand-in for premium live experiences throughout lockdown.
Arlo used private fan Zooms with her fans, which took the form of fan Q&As as well as poetry discussions and other spaces of community-building. Instagram DM groups with superfans were also used.
This culminated with our Notes On Sunbeams initiative where we created a voicemail inbox for fans to leave Arlo a message of “Hope”. Arlo consistently engaged with and shared her favourite messages, eventually playing some out and incorporating visualisations of them during her performance of the track at the 2021 BRIT Awards. These activations aided in growing Arlo’s own first-party data pool across owned and operated platforms such as the Notes On Sunbeams microsite.
We worked closely with DSPs and social platforms to build a broad range of partnerships which played to each of the partners’ strengths and USPs. Apple made Arlo Parks its Up Next artist, as well as an exclusive Christmas single. With Spotify, we utilised its Storylines feature to bring Arlo’s unique imagery and poetry to life on their platform, as well as playlist takeover partnerships for its POLLEN and Our Generation properties. Amazon Music premiered Arlo music videos on their Twitch as well as commissioning a Tonight With Arlo Parks TV special for Amazon Prime Video. YouTube supported with out-of-home and programming support. Deezer ran Behind The Artist content. TikTok made Arlo a face of its Black History Month programming. Facebook made her Artist Of The Day as well as posting about Arlo on the @Instagram handle.
TV advertising on launch through 4OD and targeted terrestrial spots including a spot on GMB on the morning after the Brits win, street visibility with outdoor including digital billboard campaign across London activated minutes after the Mercury Music Prize win.
‘Black Dog’, ‘Hurt’ and ‘Caroline’ all achieved the rare feat of being on both Radio 1 and 6 Music playlists at the same time.
• Debuted at #3 on the UK albums chart with week one sales of 11.5k
• Debuted at #6 in Belgium, #10 in Germany, and the #1 spot in the US on the Alternative New Artist Albums chart
• Sold 50k+ in the UK to date, on track to go Silver within one year of release
• 50% of UK album sales to date come from streaming
• Winner of Mercury Music Prize
• Appearances on Graham Norton, Later… With Jools Holland
• Winner of British Breakthrough award at BRITs
• Spotify followers increase from 123,000 in October 2020 (start of album campaign) to 360k now
• Instagram followers increased from 81,000 in October 2020 to 316,000 now
TV
• US: Five major TV looks in the market – Kimmel, Fallon, Corden, CBS Saturday Morning and Ellen DeGeneres
• Winner of Breakthrough Artist/Release at this year’s A2IM Libera Awards (US)
• Won two AIM Awards 2021 – UK Independent Breakthrough and Best Independent Album
• GQ Award for Deezer Breakthrough Artist of the Year 2021
• ‘Black Dog’ nominated at the Ivors Novello Awards 2021 for Best Song
Musically & Lyrically
• BET Awards nominated for Best New International Artist
• Global campaign with Gucci for their Ouverture Collection directed by Gus Van Sandt
• BBC Introducing Artist of the Year 2020
Radio
• US: Arlo Parks now holds title for the longest run ever on top of the NACC 200
• Arlo was also #1 on more NACC Charts simultaneously than any artist previously DSPs
• Spotify Australia & New Zealand ran a special campaign around their playlist Front Left and Arlo was part of it
• National OOH campaign using Arlo’s image
Project Budget
Demographics
