The track ‘Another Love’ was released in 2012 and started trending last year off the back of a Marie Curie TV advert, then trended on TikTok at the beginning of 2021 off the back of a Vampire Diaries trend on TikTok (the song had been synced in the show, too). Different trends popped up – mainly sad TikToks.
In April, Tom introduced himself to this new audience who had just discovered his song and this got huge engagement. His followers on TikTok shot up, together with streaming consumption of the track. From then on, Columbia’s new album release strategy was intertwined with Commercial Group’s campaign around ‘Another Love’.
‘Another Love’ was pitched to radio. It can be challenging for artists to agree to this in the midst of new music dropping, so we were very happy that both artist and management were on side for this.
We pitched the catalogue track to DSPs when it wouldn’t get in the way of any new song pitch.
We uploaded catalogue onto his YouTube channel, including a new lyric video, which helped grow his YouTube subscriber count. This meant his new music videos would then be seen by a higher number of fans and that YouTube’s algorithm would push the new videos further.
Columbia’s online activity drove to his top tracks playlist on Spotify: they dropped new tracks into the playlist as they were released. We worked with management on content strategy across socials appealing to fans existing and new – with the objective to introduce him as an artist, but also cater for fans who have known him all these years – all the while seeding in new tracks.
Tom very kindly did a liner to thank fans for their support for ‘Another Love’, urging them to click to listen to more of his tracks including his new single. The soundbed was ‘Another Love’ but the message benefited both frontline and catalogue. At Commercial Group we worked on different types of paid activity and shared reports so all our learnings could be applied to their new music campaign.
The track consistently trended on TikTok in the UK and globally all year around and hit the 1.5m daily streams mark globally several times. We got great playlisting and profile both from TikTok and other DSPs.
As we are writing this (early November), the track’s streaming baseline is still four times higher than it was a year ago – bearing in mind this is six months after its peak on DSPs.
We regularly see other Tom Odell catalogue trend on TikTok and wish to keep working on this strategy with him for the future.
As for the new music, we know some partner discussions were made easier by the fact that he leaned into this story and embraced it while we amplified it.
He did a live performance on TikTok with their support – thanks in part to our plan around ‘Another Love’ – which was great and has lots more plans coming, including a tour in 2022.
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