GIRLI welcomed 2021 with two new EPs representing different music and creative career eras. Ex Talk embraced the breakdown of personal and professional relationships, then rebuilding and taking our favourite pinkpunk-anti-pop icon into the Damsel In Distress era. The latest EP is a starkly honest and sometimes satirical exposé of the familiar reliance we have for validation from others, only to find the strength within yourself giving you the power to move on and up.
Since GIRLI signed to AllPoints/ Believe in 2020, we’ve worked with her to elevate the online presence and the trust and honesty she’s built with her fans, to enable GIRLI to realise her creative potential with innovative live (stream) performances, exciting leftfield marketing initiatives and exclusive experiences.
Kicking off with a series of hackerstyle anti-activations, a binary code treasure hunt fed into the creative for Ex Talk with GIRLI active in the creative, steering the new course for her career while retaining a real and organic digital relationship with fans. Alongside unique competitions and digital activations, the campaign climaxed with a Valentine’s Day weekend speed date competition with GIRLI.
We’re working with GIRLI as she evolves beyond the brand of a digital creator and musical misfit. From ‘HERstory’ social content curation where GIRLI gives a speedy rundown of notable women, to launching the GIRLI IRL video podcast, mirroring the core themes of each EP with interactive livestream specials and guests from Pussy Riot’s Nadya Tolokonnikova to Black Honey’s Izzy Bee Phillips.
Damsel In Distress had us working with Haris Nukem and alt directors to establish unique identities for each release. The campaign was launched via the first digital FanArt Exhibition curated by GIRLI, with winning entries giving the artists an exclusive M&G on opening night and offering all fans access to GIRLI exclusive merch, competitions and hidden access to GIRLI’s club with a secret livestream performance.
This was hotly followed by the release of the anthemic ‘More Than A Friend’ during Pride month, garnering huge support across all SMPs and DSPs with GIRLI curated playlists, messaging and partnerships with Tinder and TikTok.
The Damsel in Distress era is here and the movement is growing stronger by the moment with high-level media and radio support, karaoke parties and podcast roundtables to see us out of 2021.
By remaining authentic, GIRLI’s social reach has grown by +90%, with +59% Instagram followers after hitting the 100k marker earlier this year. Fan engagement is increasing, with thousands entering high-prize competitions and attracting an active listenership CTR with new music.
As GIRLI’s TikTok pops off with varied content, engaging with relative trends and fan activations, followers increased +180% with +1.5m likes and +1.5k new track video creations. Support from the platform during International Women’s Day and Pride month GIRLI-curated playlist with an exclusive track preview, boosted profile and new music exposure.
GIRLI also received the YouTube Creator Award for 100k subscribers, a growth of a third in one year, with +50% views and scored her debut billboard courtesy of YouTube Released. On Spotify, GIRLI followers also hit the 100k milestone with +66% followers and +225% monthly listeners. The DSP continues to support GIRLI with every track added to New Music Friday UK and niche left-field editorial playlists, continuing to boost streams, notably for queer anthem ‘More Than A Friend’, breaking her own record for daily streams and listeners multiple times throughout 2021. Blood Records are releasing GIRLI’s only physical release since 2019 with a limited-edition two-LP splatter vinyl with lyric ‘zine and temporary tattoos out early 2022.
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