Since her debut in 2012, Jessie Ware has cemented herself as one of the UK’s most influential artists and songwriters and is now the successful co-presenter of the acclaimed Table Manners podcast.
As we started approaching her fourth album campaign objectives were clear: to re-engage Jessie’s core fan base and a new, younger audience, whilst connecting the dots between her podcast audience and music fans. it was her fourth record after a three year break and during that time her podcast had become a huge success. We also had to contend with the first national lockdown and restrictions being put in place.
Throughout the campaign we had one core message: ‘The reinvention of Jessie Ware’ and our primary objective was to raise her profile further in the UK and to highlight her cultural impact on the UK music scene.
This was not an album campaign with the end goal of a Top 10 chart position. Our mission was more complex: to reintroduce Jessie and shift fatigue within UK media.
To change the narrative and remind people that Jessie is a musician first and foremost, we knew impactful features and covers would be key to solidifying her status. Our aim was a credible broadsheet look to reflect the place that Jessie was in her life – confident, approachable and inspirational. It was clear The Guardian Weekend was the boldest choice.
Promoting an album in lockdown was a strange experience. Many of the usual outlets didn’t exist, so we needed to be creative in finding different opportunities. we secured looks with Guardian Weekend, Q magazine, NME, BBC as well as digital covers with Gay Times, Glamour and CLASH magazine.
Jessie achieved her highest charting album to date with ‘What’s Your Pleasure?’ reaching number three in the charts and was included in a range of ‘Best Albums of 2020’ lists including The Guardian, GQ, NME, Crack Magazine, Clash, Esquire, The Line Of Best Fit and Buzzfeed.
IN THE UK CHARTS
pieces of UK Coverage