To promote Giggs’ album BIG BAD… Island Records worked closely with management and the artist to facilitate groundbreaking content and digital initiatives through innovation and partnerships.

We worked with Giggs and director Myles Whittingham to create a film-style trailer using high-end CGI technology to announce the album featuring big names (Jordan Dunn, Swizz Beats, Wretch 32) to ignite a wave of excitement in Gigg’s fanbase and the music community alike. This approach was an artist first and the director was then contacted by French Montana to replicate the concept for a video for his track with Post Malone and Cardi B.

A further six music videos were released throughout the album campaign, each video was launched with the YouTube Premiere feature garnering excitement 24 hours before their releases.

Giggs also undertook a BIG BAD… album tour across the UK to get fans engaged in the album working with YouTube to wrap a tour bus in the album creative. Spotify also initiated a BIG BAD… pop-up in Manchester giving out merchandise and playing the ‘187’ video across the city via a large mobile screen.

Island also worked with AR company Gate Reality to create an artist-first moment during album release week with a painted mural in Shoreditch which had an associated AR app. This allowed fans to bring the album artwork to life and attracted music and tech fans alike and translated online.

We lined up creative collaborations based on the artist’s interests to further promote the album. @Reubendangoor reworked the album artwork, which was then printed on a limited run of silk handkerchiefs (requested by the artist) and T-shirts as official album merchandise. Marketing then built up a fan-first event which saw fans queue around the block for the rare items and to meet both artists.

We also collaborated with Britain’s Got Talent’s Boogie Storm stormtroopers who recreated the ‘Baby’ album track music video and released it on their YouTube channel on Star Wars Day (May 4th) as a surprise for Giggs who is a big Star Wars fan, so he could also be a part of the online conversation on that day by posting on his Instagram.

An official GIPHY account was created and verified where we uploaded bespoke Instagram Story stickers for the artist. We have also created an immersive album artwork-based Instagram camera effect as we continue to promote this album on socials for the artist eight months after release.

Another artist first was a promoted Snapchat story booked to promote the album, which drove groundbreaking results.