Stormzy - Album Campaign
A comprehensive marketing strategy for Stormzy's critically acclaimed album "Heavy Is The Head," driving record-breaking streams and establishing his position as a cultural icon.
Client
Merky Records / Atlantic
Timeline
3 Months
Services
Marketing Strategy, Content Creation
Year
2019
The Challenge
Stormzy's sophomore album "Heavy Is The Head" needed a marketing campaign that would not only build on the success of his debut but also position him as more than just a grime artist – as a cultural icon and voice of a generation. The campaign needed to reach beyond his core fanbase and connect with mainstream audiences while maintaining his authenticity and artistic integrity.
Our Approach
We developed a multi-phase marketing strategy that leveraged Stormzy's unique position at the intersection of music, culture, and social activism. Our approach included:
Strategic Rollout
Rather than a traditional album announcement, we created a mysterious teaser campaign with cryptic billboards in key locations across the UK featuring lyrics from the album. This generated significant organic buzz and media speculation.
Content Strategy
We produced a series of mini-documentaries exploring the themes of the album, including Stormzy's journey, his thoughts on fame, and his commitment to social issues. These were released strategically across his social channels and music platforms to build anticipation.
Cultural Partnerships
We established partnerships with cultural institutions not typically associated with grime music, including the Tate Modern, where Stormzy performed an exclusive launch event. This helped position him as a cultural figure transcending musical boundaries.
Social Impact
We amplified Stormzy's #Merky Foundation and scholarship initiatives alongside the album release, connecting the music to his social mission and generating positive press coverage beyond music media.
Digital Campaign
We created a comprehensive digital strategy including interactive website experiences, targeted social media campaigns, and innovative Spotify Canvas visuals for each track. We also developed AR Instagram filters that allowed fans to "wear" Stormzy's crown from the album cover.
Project Highlights
- 3-Month CampaignComprehensive pre and post-release strategy
- #1 UK AlbumDebuted at #1 on UK Albums Chart
- 89M+ StreamsFirst week streaming numbers
- 42% New ListenersExpanded audience demographics
Album launch event at Tate Modern, London
Results & Impact
UK Albums Chart
First Week Streams
New Audience Reach
Positive Media Coverage
The campaign for "Heavy Is The Head" exceeded all expectations, cementing Stormzy's position as one of the UK's most important artists. The album debuted at #1 on the UK Albums Chart and achieved over 89 million streams in its first week – a 47% increase from his debut album.
Beyond the numbers, the campaign successfully broadened Stormzy's appeal, with data showing 42% of streams coming from listeners who had not previously engaged with his music. The cultural partnerships and social impact initiatives generated substantial press coverage outside of music media, with features in major publications including The Guardian, The Times, and The Economist.
The campaign won "Best Marketing Campaign" at the Music Week Awards and was cited as a case study in effective artist positioning that balances commercial success with artistic integrity and social purpose.
"RAA Media's campaign for 'Heavy Is The Head' was transformative. They understood not just the music but the cultural significance of what we were trying to achieve. The results speak for themselves."— Atlantic Records UK, Marketing Director
