Jorja Smith - Album Marketing
A sophisticated album marketing campaign for Jorja Smith's sophomore release "Falling or Flying," blending digital innovation with intimate fan experiences to achieve critical acclaim and commercial success.
Client
FAMM / Jorja Smith
Timeline
4 Months
Services
Campaign Strategy, Content Production, Digital Marketing
Year
2023
The Challenge
Jorja Smith's sophomore album "Falling or Flying" represented a significant artistic evolution from her debut. The challenge was to create a marketing campaign that would honor her existing fanbase while expanding her audience, particularly in key international markets. Additionally, the campaign needed to navigate a crowded release calendar and highlight Jorja's artistic growth without alienating fans of her earlier work.
Our Approach
We developed a multi-phase campaign that balanced digital innovation with intimate fan experiences, creating multiple touchpoints that showcased different facets of Jorja's artistry. Our approach included:
Narrative Development
We crafted a compelling narrative around the album's themes of duality and personal growth, creating a storytelling framework that guided all campaign elements. This narrative was introduced through an intimate documentary series that gave fans insight into Jorja's creative process.
Visual Identity
We developed a distinctive visual language for the campaign that reflected the album's sonic palette, featuring a warm, analog-inspired aesthetic with contemporary digital elements. This visual identity was consistently applied across all touchpoints, from social media to out-of-home advertising.
Digital Experience
We created an immersive web experience that allowed fans to explore the album's themes through interactive elements. The site featured exclusive content, behind-the-scenes footage, and an innovative "mood mixer" that let users create custom playlists based on their emotional state.
Intimate Listening Events
We organized a series of intimate listening events in key markets, transforming unique spaces to reflect the album's aesthetic. These events combined live performances with immersive installations, creating memorable experiences for fans and generating valuable content for social media.
Strategic Partnerships
We secured partnerships with brands and platforms that aligned with Jorja's artistic vision and audience, including a limited-edition vinyl collaboration with a premium audio brand and an exclusive content series with Apple Music.
Project Highlights
- 4-Month CampaignComprehensive album marketing
- Top 5 AlbumUK Albums Chart debut
- 75M+ StreamsFirst month streaming numbers
- 12 Global Listening EventsAcross major markets
Immersive listening event in London for "Falling or Flying"
Results & Impact
UK Albums Chart
First Month Streams
New Listener Growth
Positive Critical Reception
The campaign for "Falling or Flying" exceeded expectations, successfully positioning Jorja Smith's sophomore album as a significant artistic statement. The album debuted at #3 on the UK Albums Chart and achieved over 75 million streams in its first month – a 35% increase from her debut album's first-month performance.
Beyond the numbers, the campaign successfully expanded Jorja's audience, with data showing 42% of streams coming from listeners who had not previously engaged with her music. The campaign was particularly successful in growing her audience in key international markets, with significant growth in the US, Germany, and France.
The immersive listening events generated substantial press coverage and social media engagement, with over 120 million impressions across platforms. The events were attended by key industry influencers and tastemakers, helping to position Jorja as a critical darling with 96% positive reviews from major publications.
The digital experience attracted over 350,000 unique visitors, with an average engagement time of 8.5 minutes – significantly higher than industry benchmarks. The "mood mixer" feature was particularly successful, with users creating over 75,000 custom playlists that were shared across social platforms.
"RAA Media created a campaign that perfectly captured the essence of the album while pushing boundaries in how we connect with fans. The results speak for themselves – both critically and commercially."— FAMM, Marketing Director
