Older was George Michael’s third solo album where he journeyed through one of the most turbulent periods of his life. We released a limited-edition box set, a 2 X LP, cassette, and an expanded digital edition. Our aim was to increase awareness of the album and grow streams.

The campaign kicked off in April with a cryptic countdown timer on the official website with a newsletter signup. An announcement mailer was sent out about the release before anywhere else, rewarding subscribers.

In May, our artist partnership with Apple Music began during Pride month and the launch of George’s catalogue in Spatial Audio. To spread the news beyond the core audience, nine reimagined covers from artists within the LGBTQ+ community were commissioned, from the likes of Years & Years, MNEK, and Self Esteem. This was supported across 25+ markets.

Collaborating with Amazon Music UK, we created incredible remix originals from new dance and electronic producers – LF SYSTEM, Emily Nash, Kiimi and ABSOLUTE. This was a first in the catalogue space and resulted in a global support plan.

We filmed with ABSOLUTE at Pikes in Ibiza, the location of Wham!’s ‘Club Tropicana’, to create unique social content, alongside a remix breakdown from Kiimi and “What George means to me” Q&As. To widen the reach of the mixes across multiple audiences, an Instagram AR filter was created using LF SYSTEM’s ‘Fastlove’ remix and replicated the chair and rain from George’s original video.

We worked with Spotify to deliver rare/unseen interview footage via Clips on a This Is George Michael expanded Older playlist. This unique approach included bespoke Canvases and Storylines using George’s liner notes.

On YouTube, we released 45+ videos plus Shorts. This included 4K versions of all official videos, live performances, lyric videos, and visualisers. The ‘Fastlove, Pt.1’ video rushes were uncovered, and we created a behind-the-scenes piece, which premiered with Rolling Stone during release week.

On Twitter, a branded emoji inspired by the Older artwork was launched.