After the critically acclaimed album Grey Area in 2019, we wanted to build upon Little Simz’s story so far, solidifying her 10-year journey as the modern blueprint of British hip-hop with her new album Sometimes I Might Be Introvert.

Some of our key objectives included:

• Utilise all channels to re-engage and expand fanbase, drive visibility and narrate the story of the album

• Reaffirm Little Simz’s position as the best lyricist to emerge out of the UK through a solid press and promo strategy

• Build a pre-order strategy that sets up the campaign for the highest new entry on release week

• Engage key audience segments to create a campaign worthy of a #1 record and global recognition

We built a strong D2C and pre-order strategy which launched from album announcement – maximising physical (six separate vinyl formats in partnership with various retail stores), signed copies, D2C bundles, and a pre-save and preadd campaign on Spotify and Apple.

We created impactful content that engaged with Little Simz’s existing fanbase and acquired new fans through increased visibility. We launched Little Simz on TikTok for the first time, utilising the platform as a key channel for audience growth.

After only a few weeks, Simz had acquired over 100k followers. This growth was accelerated when the previous album track ‘Venom’ went viral on the platform. The sound has now been used over 660k times and was picked up by fans and influencers alike, with Simbi posting responses to the best videos via her own profile. The best performing response post racked up over 21m views and almost 6m likes.

We followed up this activity with another fan and influencer campaign around the next single, ‘Woman’. Kicked off by Simz herself and keeping the focus on female empowerment, the aim was to highlight strong women and sisterhood, and spread love for women all over TikTok, which turned out to be successful.

For the third single, ‘Rollin Stone’, Simbi then came up with her own TikTok dance around a key drop in the song. This dance choreography has now even been incorporated in Simz’s live set.

Alongside this social activity, we sent out regular newsletters promoting all different vinyl formats, released an exclusive limited gold USB stick, and also arranged a CD and iTunes download price drop to £5 during release weeks. This strategy – combined with other impactful activities – helped secure a #5 album chart position for Sometimes I Might Be Introvert (with 75% of the sales being physical), and the album charting at #1 in the UK Independent Record Store charts.