FEATURE:
catch me or I go...
Dua Lipa, and the Allure, Complexity and Mystery of the Social Media Teaser Campaign
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IT is not a new thing…
PHOTO CREDIT: Magnus Mueller/Pexels
but there does seem to be this allure and fascination when it comes to the social media tease. On Friday (27th October), Dua Lipa posted a photo to her social media that suggested a new song. With the caption saying, ‘catch me or I go…’, that may be an album or song. There is that sensuous and rather mysterious photo of her with a key between her teeth. I am going to go into more depth about social media tease campaigns and how effective they are. First, NME reacted to Dua Lipa’s cryptic posts:
“Dua Lipa has hinted at the imminent release of new music with teaser post shared to social media today (October 27).
Earlier this month, fans predicted that a new era could be on the way from the ‘One Kiss’ singer after she wiped her Instagram profile and uploaded a new profile picture.
Now, the artist has suggested that a new single could be arriving very soon, sharing a close-up picture of a small key between her teeth with the caption “catch me or I go…”.
The singer’s anticipated follow-up to 2020’s ‘Future Nostalgia’ has been teased for a few years. In March last year, she told Elton John that the album was “50 per cent done”, before walking the statement back in December. “When I was speaking to Elton I really felt like I was halfway done,” she said.
In an interview with New York Times Magazine in August of this year, it was then revealed that the album will be released in 2024.
The same profile also appeared to suggest that Tame Impala’s Kevin Parker has worked on the album. When discussing the collaboration, the writer of the piece said it’s “a rumour [Lipa] all but confirms by denying.”
As for what fans can expect, artist said last year that her third album has “taken a complete turn”, adding: “The album is different – it’s still pop but it’s different sonically, and there’s more of a lyrical theme. If I told you the title, everything would make sense – but I think we’ll just have to wait.”
The singer’s Barbie collaborator Mark Ronson also revealed that he’s heard some of Lipa‘s new album, describing it as “incredible”.
IN THIS PHOTO: Beyoncé in a promotional image for Renaissance (2022)/PHOTO CREDIT: Carlijn Jacobs
Some artists black out their social media before an album or single is release. Before the Internet and social media, you had T.V. and radio adverts but not too much. Some print media promotion. There wasn’t this multimedia format and access where you could build up this huge intrigue. I think that the modern promotional cycle is interest. I think every artist wants to maximise impact and use social media to the maximum. There are guides that gives steps as to how to get your music out there and keep the pressure on. Platforms like Instagram, TikTok and YouTube mean artists can engage across multiple forums and spaces in different ways. I feel digital and visual promotion is much more effective than anything written or even spoken. Having a photo or tease like Dua Lipa gets people talking. Maybe a silent short clip on TikTok or YouTube adds to that mystery and hype! There is that pre-release stage where artists are finding new ways to grab fans’ attention. Once a song or album comes out, artists and teams are still ensuring that there is engagement and discussion. Music promotion is a business and market as much as anything. With a particular cycle in place, it is as very complex and competitive routine. I can emphasise with independent artists especially. They have fewer number and followers compared to mainstream artists. I will come back to Dua Lipa. I think that the latest images might be part of a wider marketing campaign. These initial and fascinating seeds are part of a much larger cycle and thought process. I want to highlight incidents where artists and their teams and have utilised a marketing campaign to full effect. Going outside of social media when it comes to branding and promotion, ICMP highlighted ten astonishing and memorable music marketing campaigns:
“Beyonce | ‘Renaissance’
Beyonce is perhaps the biggest megastar in contemporary music. As befits her status as the 'Queen of Pop', her marketing tactics continually raise the bar for how artists interact with audiences and grow their following.
In 2013, she changed the game with her self-titled fifth record. Many artists have followed her lead and releasing a surprise album is now a common tactic.
Then in 2016, she released 'Lemonade' on Tidal for the music and HBO for a visual album, something few stars of her stature had tried before.
‘Renaissance’, released earlier in 2022, has again set the path for others to follow. The story is multi-faceted as indeed Beyonce is an artist.
From working with a plethora of brilliant, cutting edge producers (A.G. Cook and Honey Dijon - we’re looking at you) to the tracks themselves and the musical splash it caused (she’s 'saving' house music, according to the media narrative), this release positions Beyonce as a cultural centre around which everything else orbits.
The album cover is as out there as some of the music - and suggests that now Beyonce can do whatever she wants. Rather than taking over the pop universe, she is now a universe in herself that we are all in awe of...
IN THIS PHOTO: Stormzy/PHOTO CREDIT: Adidas
Stormzy | 'This is What I Mean' and Adidas
As an artist and creative, Stormzy, like Beyonce, is writing his own rulebook with his music marketing strategy. While his musical roots are in the abrasive rhymes and beats of UK grime, he’s launched his own Merky Books publishing house and launched a scholarship at Cambridge University.
Like Beyonce, he turns his hand to any method and all platforms are all up for grabs to fuel a powerful marketing strategy.
His new record, ‘This is What I Mean’, has seen Stormzy using heavyweight promotional tactics somewhat removed from his early career. Its release has been propelled by a high-profile BBC interview with Louis Theroux, and an online video where Stormzy plays the record to the inspirational and inspired producer, Rick Rubin.
Alongside the record, Stormzy has long-been associated with Adidas and features in the brand's ‘Impossible Is Nothing’ recent World Cup 2022 campaign.
The ‘Family Reunion’ film follows Stormzy as he unites with a number of football heroes including Lionel Messi, Jude Bellingham and more.
Radiohead | 'Kid A'
As we all know, the online world dominates all aspects of our lives.
However, back when Radiohead’s ‘Kid A’ was being teased at the end of the nineties, the internet and streaming services did not exist in the way they do now.
Getting music heard was very much about the physical format and marketing strategy rather than anything digital.
Radiohead, who feature ICMP alumnus Ed O'Brien on guitar, have always been known as future-facing and their decision to market the album entirely online made it the first album to be promoted like this.
Not only did they overhaul how albums were marketed, Radiohead also changed the way albums were bought with their 2007 album 'In Rainbows'.
This was self-released and fans had the option to purchase online and pay whatever they wanted - even nothing.
The record went on to sell three million copies across all formats...
Lewis Capaldi
Scottish singer songwriter Lewis Capaldi is one of our biggest stars - not only for his music but also the way his marketing emphasises his self-deprecating sense of humour.
To promote his new music, ‘Forget Me’, released in September 2022, the acclaimed singer songwriter posed in his underwear for a series of massive billboard ads in cities around the world.
Lyrics to Lewis’ new track appeared alongside the image: ‘I’m not ready to find out you know how to forget me,’ along with his name.’
Announcing the unique promotional ads, he wrote on Twitter, said: "Took my clothes off and traumatised the general public all in the name of shameless self promotion.
By including the not-so-glamorous moments, his social media platforms and accompanying music video both show how he's just as normal as you or me”.
PHOTO CREDIT: Andrea Piacquadio/Pexels
I think that there is so much to consider when it comes to social media! The more platforms there are, the more artists and labels need to consider ways to attack that. Coming up with a plan that maybe starts with photos and teasers. Then it goes to various different online filters, gimmicks and teaser videos. The singles get promoted with lyrical videos and tease videos. I think it is the idea of engaging fans and sending out unique and tailored messages is what caught my eye about Dua Lipa’s new announcement and photos. This article salutes some iconic music marketing campaigns through the years:
“1. Ariana Grande’s Sweeten
When reality meets music social media campaigns, it just couldn’t be sweeter. At least that’s what Ariana Grande proved with the release of her album, Sweetener, in 2018.
The popstar’s music marketing campaign team gave “Arianators” quite the adventure. In partnership with Landmrk, a location-based VR platform, fans were sent on a treasure hunt across the UK to find “Sweet Spots.” At each of these spots, billboards containing codes that needed to be deciphered were found. These had to be entered on the official website to win prizes like official merchandise, Sweetener albums, and even tour tickets. And for the fans who couldn’t go to the billboards in person, virtual billboards were created too.
Ariana proves that you can never go wrong with interactive campaigns and treasure hunts for new music releases.
2. BTS’s “Dynamite”
BTS’s song, “Dynamite” (2020), holds the YouTube record for having the most views ever (over 100 million!) within 24 hours. The song is, without a doubt, a total bop with a colourful burst of energy.
One aspect that contributed to its record-breaking stature is its genius music marketing campaign. One month prior to the release of the song, a new BTS website containing nothing but seven countdowns was launched. Whoever thought of relating the song “Dynamite” to a ticking timer deserves a standing ovation, honestly.
Each timer was counting down to 12 midnight (KST) but corresponded to different dates spanning one month. The mystery surrounding these countdowns made millions of people stay up at night to see what each timer would reveal.
For each countdown completed, BTS released various content on almost every social media platform. This included pre-order links for vinyl and cassette versions of “Dynamite,” their promo schedule (including surprise TV show performances), and a music video teaser on YouTube, to name a few.
The art of mystery works. Humans are a naturally curious species, and when you put enigmatic timers on a blank website and social media, the anticipation within just thrives.
3. Ed Sheeran’s “Bad Habits”
Ed Sheeran’s new music releases always leave “Sheerios” wanting more. And when he went flying around as a glamorous vampire in his music video for “Bad Habits” (2021), everyone already knew it was a look worth copying.
The singer-songwriter’s music marketing campaign team saw this coming for sure, and released a “Bad Habits” Snapchat filter that allowed fans to rock their own set of digital fangs.
After all, who could resist trying out filters? It’s a habit this generation won’t be breaking any time soon.
4. The Weeknd’s After Hours
The Weeknd’s music marketing campaign for the release of After Hours (2020) was pretty much a blast from the future.
The album was hyped by Spotify using some incredible artificial intelligence (AI) technology. To provide fans with a personalized way of experiencing the singer’s brand new album, a site featuring a one-on-one chat with The Weeknd’s AI self was launched.
When Spotify users landed on AloneWithMe.ai, they were instantly greeted by the singer who would address each person by name. Next, this alter ego would mention the statistics on how often the specific fan has streamed his music on Spotify through the years. Then, the intimate listening party of After Hours began.
Are you thinking what we’re thinking? The future of music social media campaigns has officially arrived.
5. Billie Eilish’s Happier Than Ever
If there’s one thing that defined Billie Eilish’s Happier Than Ever era, it was golden fabric.
To honour the release of the singer-songwriter’s brand new album, Instagram and Facebook gave fans the option to switch to a Billie Eilish chat theme with a gold fabric background. Who doesn’t love music social media campaigns that come with some shimmer?
6. Carrie Underwood’s Cry Pretty
One of the sparkliest music social media campaigns on our list is Carrie Underwood’s Cry Pretty.
To amplify the conversation on the country star’s new album, her team tapped four popular Instagram influencers to share makeup looks inspired by the album title. These social media personalities then encouraged their followers to create their own Cry Pretty-inspired looks, which automatically entered them into a contest to win a signed album.
It turns out, you actually can look pretty when you cry — and even gain some cool prizes for it in the process.
7. Taylor Swift’s Reputation
There’s no denying that Taylor Swift is one of the queens of teaser tactics.
Her music social media campaign for the release of Reputation in 2017 began with the “great wipeout” of her entire Instagram feed. This was followed by various cryptic (and unsettling) images of snakes — considering Taylor Swift is well-known for her colourful and “America’s Sweetheart” image, fans knew this was marking the countdown to a brand new era.
You guessed it right: “Swifties” everywhere quite literally lost it on every social media platform. And just like that, it went down in history as one of the campaigns that changed the way the music industry promotes new music releases”.
Something that should be part of a larger book or documentary, the modern-day music promotional cycle and social media teaser. We may learn as early as next week what these images of Dua Lipa leads to. Maybe it is an album. Perhaps her next single. Artists who are new might not know about a teaser campaign and how to start one. There are articles that gives you some insight and explanation. You get some more ideas here. In such a hectic, competitive and fast-paced social media world, artists large and new need to target and impact their audience as effectively as possible. It is so difficult to make an impression when so many other artists are in the same situation. I love the fever and speculation you get when someone like Dua Lipa posts a photo. Taylor Swift might put out a short video. I know these are huge artists - though even newcomers and rising artists can really do something memorable. It is an interesting phenomenon the social media teaser campaign. How far you go and how many stages you implement. It can be overkill at times. All eyes are on Dua Lipa’s social media sites. We will hold our breaths to see…
WHAT comes next.