To find out more about the awards that Ninja Tune have won over the years, click here
Formed in London by Matt Black and Jonathan More, the duo known as Coldcut in 1990, Ninja Tune has established itself as one of the world’s leading independent record labels, etching its story into the pages of ground-breaking British music. Now a bonafide global music institution it is synonymous with diverse, uncompromising releases and equally visionary artists, committed to pushing the boundaries of music and campaigns — from the sweatiest basement clubs to the Royal Albert Hall, from underground classics to Mercury Prize-winning albums and a Grammy award. Founded 30 years ago, the label has consistently defied genres whilst achieving both critical and commercial success.
Other labels under the Ninja Tune umbrella include Counter Records, Big Dada Records; relaunched in 2021 as a label run by Black, POC, and Minority Ethnic Ninja Tune staff members for Black, POC, and Minority Ethnic artists, Technicolour Records and Flying Lotus’ Brainfeeder Records.
Recent and current projects include: Bonobo, Bicep, Black Country, New Road, Barry Can't Swim, Ben Böhmer, Thundercat, Little Dragon, Hiatus Kaiyote, DJ Seinfeld, Floating Points, Jayda G, salute, I Jordan, Young Fathers, ODESZA, Maribou State, The Cinematic Orchestra, Tycho, TSHA, Sofia Kourtesis, Sampa The Great, Actress & more. Ninja Tune alumni include Diplo, Kelis, Kamasi Washington, Peggy Gou, Run the Jewels, Roots Manuva, Marie Davidson, Kae Tempest, Abra, MF Doom and more.
The Ninja Tune Team
Ninja Tune has over 70 full time staff spanning London, Los Angeles, Berlin, Paris and a long established network of international distributors and publicists. We have in-house press, marketing, DSP, artwork and physical sales departments alongside publishing and sync.
The Ninja Tune in-house press team consists of three publicists who are all based in the UK. They have vast knowledge of the online promo landscape with a contacts book to match. With the rise of streaming and importance of playlisting, their knowledge and insight regarding plugging of tracks and building relationships is an invaluable asset and a natural crossover for our playlisting strategy.
The Digital Department is jointly led by the Head of Global Digital Sales and Head of Digital Strategy, both based in Los Angeles. Members of the wider Digital Marketing and Distribution teams are based in both London and Los Angeles. The digital team consists of a core team within our largest digital market (USA) and they have been running the best-in-class streaming and sales campaigns in close collaboration with Spotify, Apple Music et al since 2016. Over the years, the team have expanded the label’s digital reach, processes and visibility across an ever-shifting global digital landscape where the team are responsible for ensuring Ninja Tune’s digital strategy is constantly on the cutting edge.
The marketing department consists of a dedicated team of product managers in the UK and US. There are 14 PMs globally and all artists are assigned two PMs- one based in the UK and one in the US to help lead and deliver the best campaign for the artist.
IN NUMBERS
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14.2 billion
streams -
8.5 million
physical sales -
182k
followers -
148.2k
followers -
3.2 billion streams
322k Likes
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55k label
followers -
52 x UK Top 40
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Multiple Billboard Top 200
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Multiple iTunes Electronic #1
Awards & Accolades
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AIM
LABEL OF THE YEAR INNOVATOR AWARD -
Gilles Peterson Worldwide Awards
LABEL OF THE YEAR -
Mixmag
#1 LABEL -
DJ MAG
Label of the year -
TSUGI
Best 10 Labels -
2x Mercury Awards and multiple nominations
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GRAMMY Award
1 x Grammy award and multiple nominations -
IVOR NOVELLO
Multiple nominations -
2 x AMP Awards
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4 x ARIA Awards
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SHAZAM #1 In UK Top 200 Charts
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2 x Brit Award nominations
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3x A2IM Libera Awards and multiple nominations
Distribution & Publicity
Ninja Tune have presence in all the major territories in the world, with a global distribution and promotion network. Hover over the key territories on the interactive map below for further information.
UK
UK distribution through PIAS (most publicity, digital distribution and retail marketing is done inhouse via excellent and dedicated departments). The Ninja Tune in-house press team consists of publicists James Heather (2003) & Tom Adcock (2013) who are assisted by Lauren Davison (2017). External publicity: Dog Day Press, Technique, Bleached Communications, Listen Up, Toast.
North America
Distribution through Redeye, publicity & radio via various: Motormouth, Biz 3, Shorefire, Co-Sign, In2une.
Germany
Label manager Max Brudi, PR manager Pat Cavaleiro (both based in Berlin). Distribution through Rough Trade DE, external publicity via a variety of PR teams and radio pluggers: Versterker, Beats International, Ballyhoo Media, Guesstimate.
Italy
Family Affair (publicity by Good Ones)
France
Label manager Jonathan Gourmel (based in Paris). Distribution through PIAS, publicity via various PR companies and radio pluggers depending on project: I See Colors, Obviously PR, La Mission, Sarah Ababsa, MPC Prod, MMC.
Benelux
Distribution & publicity through PIAS. Occasional additional external PR via Mattan Records, HIJ, Jorissey Mulder etc.
Japan
Distribution (including digital) & publicity through Beatink. Album campaigns and domestic CD pressings via our local distributor Beatink.
Switzerland
TBA
Canada
Redeye (publicity by Take Aim)
Austria
Rough Trade DE (distribution), publicity and radio plugging: Pat Cavaleiro (Ninja Tune Berlin)
Spain
PIAS
Portugal
Vortex
Greece
Rockarolla
Russia
Music Ltd for distribution. Press, radio, DSP pitching and social media management through Noux
Poland
No Paper
Czech Republic
PIAS
Hungary
Neon
Slovakia
Wegart
Slovenia
Matrix Music
Israel
Lev Music Group
South Africa
Just Music
New Zealand
Border Records
Korea
Feel Music
China / Hong Kong / S.E. Asia
Publicity, DSP pitching and various Social Media Management from Split-T in China, distribution by Love Da in Hong Kong, Secret Signals & misc solutions in Taiwan, S.E. Asia and India.
Turkey
GRGDN
Latin America
Various external PR teams including D Music Marketing, Movida Musica, Malfi Co.
AUSTRALIA
Label management, distribution & publicity through Inertia. External publicity servicing via various PR companies: Thinking Loud, Positive Feedback, Here For Good. Campaigns are managed by Inertia liaising and our London and/or Los Angeles offices depending on requirements. Additional label management and strategy by The Annex.
LOS ANGELES
A dedicated North American office based in LA with teams across multiple departments including digital strategy, streaming, marketing, A&R and sync.
DSPs
Ninja Tune approaches the streaming world as the current most vital platform for music revenues worldwide and allocates its resources accordingly. Our streaming servicing, promotion and analysis encompass our entire Digital staff, as well as our wider Promotions and Press team, so we ensure not only is catalogue delivered directly to the highest standard and to major platforms across all continents, its visibility and potential for promotion across playlist and on-platform promo are maximized.
Over the past few years, the Ninja Tune Digital Sales team has secured and driven highly successful, industry-leading campaigns at major digital streaming and download platforms, enabled through our deep relationships with editors, label and artist reps at Spotify, Apple Music, Pandora, Amazon, YouTube and more. Some highlights include:
• Spotify and Apple Above The Line Marketing campaigns for multiple artists (Thundercat, BRONSON, Floating Points, Sampa The Great, ODESZA, Young Fathers, Bonobo, Jayda G), including prime real-estate billboards in NYC, LA, Chicago, London, Premium Homepage Takeovers and impactful digital marketing campaigns driving significant streams and followers
• Floating Points digital campaign - Spotify partnership resulted in outstanding coverage on the album release date, including immersive projections of the album imagery, mapped onto a high-footfall building in East London. A visualizer microsite was created to take the experience offline, with unique videos for each track on the album
• Excellent playlisting and promotional opportunities around Spotify’s flagship POLLEN playlist including bespoke vertical video for Thundercat’s “Overseas” and Sampa the Great’s “Leading Us Home,” paid social campaigns for Thundercat and 혜진 Park Hye Jin, playlist cover for Thundercat, and over 20 tracks included in POLLEN this year alone
• Multiple playlist takeovers and covers for Spotify’s electronic flagship playlist ‘Altar’ from artists such as Bonobo, Floating Points, Jayda G, 혜진 Park Hye Jin, DJ BORING, Ross from Friends, Tycho, Romare, TSHA, and Denis Sulta. In the US, multiple playlist takeovers and covers on ‘mint’ including Jayda G, ODESZA, Kasbo
• Spotify UK featured 혜진 Park Hye Jin as their RADAR: First Listen Artist of the Week. RADAR is Spotify's emerging artist programme designed to help key artists make an impact with their debut defining release by deepening their connection with fans
• Thundercat and Little Dragon included in Spotify Germany’s above-the-line campaign surrounding the launch of their flagship OFF POP campaign, which included outdoor advertising, paid social and digital ads, and playlist covers / editorial playlisting for both artists. Since then Róisín Murphy has graced the cover of the playlist after releasing the first single (CooCool) from her album Hit Parade.
Spotify asked Ninja Tune about our experience of using their tool 'Showcase' and how we impliment it within our campaigns. They featured us on their Spotify For Artists website summarising the tool.
• ODESZA Playlist Takeover of Spotify’s electronic flagship ‘mint’ week of the album release, which included outdoor billboards, an exclusive live video element in the playlist and listed a total of 11 album tracks on playlist premiere driving significant streams week of the album release
• TSHA and ODESZA covers for Spotify’s ‘Mint’ playlist that boasts over 5.8 million followers
The future of dance. Spotify tips off LP Giobbi as an artist that will make their mark in 2024.
• Yaya Bey was one of the first artists to be asked to take part in Spotify's MATEO Residency programme. MATEO Residency is an invitation-only opportunity to come to their state-of-the-art facilities in Los Angeles and utilize their world class recording studios to write, record, and collaborate.
• Yaya Bey was referenced in Spotify's 2023 Stream On event. Video of the event here. She is seen around 38:21 when talking about their live show functions.
• Spotify Fans First events for multiple artists - ODESZA Superfans (top streamers) were invited to celebrate the release of A Moment Apart with ODESZA and meet the artists for an afternoon of driving Go-Carts and fan engagement including an album Q&A, photo opportunities, a signing session and exclusive ODESZA ‘A Moment Apart’ Goodie Bags including vinyl. Fans were encouraged to share pictures of the event using the hashtag #SpotifyFansFirst
• Another talked about Fans First Event for Little Dragon in Los Angeles at Moonlight Rollerway, where the band held a midnight rollerskating disco with top fans, including a curated playlist from Little Dragon, exclusive signed posters for the event with the Spotify QR code included & a recap video with paid spend from Spotify
• First in class creative use of Spotify’s Canvas toolkit. Fans were encouraged to upload their own packshot for Tycho’s single “Easy” to social media, and the best ones were uploaded to Tycho’s back catalogue tracks as Canvas. Multiple Ninja Tune-created Canvas have been used for Spotify’s marketing purposes
• Spotify Global Home Banner, Marquee Promotions, Fans First direct-to-fan-email campaigns, and Premium Homepage Takeovers for multiple artists, (혜진 Park Hye Jin, BRONSON, Thundercat, Jayda G, Little Dragon, more)
• Spotify global playlist concept 'Track IDs' are playlists curated by DJs in collaboration with the Spotify editorial team (all tracks will be selected by the DJs). Jayda G was chosen as one of the first producers to curate these playlists. The playlists are updated regularly, with the aims of driving discovery in the electronic music space and providing DJs with a better platform to connect with their audience on Spotify. There is a significant marketing plan and budget behind the playlists. Since the inception of the concept TSHA, VTSS and Sofia Kourtesis also have their own playlist
• Spotify Clips is an on-platform, short-form video format developed specifically for artists that offer the opportunity to story tell within playlists. Spotify Fresh Finds is a series of playlists dedicated to surfacing the best new music from developing independent artists, here Big Dada artist Yaya Bey discusses her EP "The Things I Can't Take With Me"
• Spotify Fresh Finds showcasing independent and emerging talent from across the globe including Anz, who has been featured on the cover of this playlist
• TSHA included in Spotify's 'Black History is Now' campaign, celebrating Black History month. The OOH was live in London, Glasgow, Leeds and Bristol. She was also included in Soundcloud UK's Black History month initiative. This involved artist curated playlists (TSHA's playlist here), with Soundcloud heavily supporting these playlists on the UK homepage, and was featured in the blog post announcing the initiative. In honour of Women's History Month, YouTube put TSHA on the cover of their Women of Electronic playlist
• Additional Spotify editorial playlist covers and milestones
• An excellent relationship with Apple / Apple Music 1 including several New Music Daily cover features accompanied by first plays by Zane Lowe (Thundercat x3, BRONSON, Jayda G, Bicep), Zane Lowe’s World Record (Sampa the Great, Little Dragon), several danceXL cover features (Bicep, Jayda G, BRONSON), Ebro Darden first play & in-person interview (Sampa the Great), and several on-air Matt Wilkinson interviews (Black Country, New Road)
• Apple Music Original Content Opportunities including a "Song Story" feature (Thundercat). Thundercat and Tycho participated in artist takeovers of editorial playlists (Future Funk and Today’s Chill, respectively)
First-ever global independent label to partner with Apple Music on their recently launched album animation feature. This new feature is designed to provide a richer experience for listeners by helping set a mood or accentuate the concept of an album before hitting play.
Apple Music invited Ninja Tune to produce DJ Mixes for multiple artists on our roster. This includes a dedicated page on the platform for the mixes + prominent features through out the app.
• TSHA, Anz and 박혜진 Park Hye Jin were selected as Apple Music Up Next Artist activation. Apple Music selects two artists a month for this program, with each getting a week’s Hero placement on our Browse page, #1 positioning in the Up Next playlist and featuring on the new Up Next Category Page
• Additional Apple Music playlist and homepage support
• An excellent relationship with Amazon Music includes above-the-line partnerships, including Amazon Music Billboards for Thundercat at the Beverly Center in Los Angeles, multiple Amazon Originals partnerships (Jayda G, Thundercat), HD ATMOS mixes (The Midnight), custom Alexa utterances, a New Year's Eve 'Choose Your NYE DJ' activation featuring TSHA in NYC, and more.
Signals is Amazon's destination for everything indie electronic and Ninja Tune have secured many playlist additions and multiple covers.
• Additional playlist covers at Amazon.
Ninja Tune has been pitching to the new DSP - Tik Tok Music - since its inception, already securing multiple playlist covers and playlist adds across the platform. Building a great relationship with Tik Tok including several editiorial playlist additions in the UK and US, including 'Travel & Vlog' (ODESZA, Little Dragon, Thundercat, TSHA), 'US Electronic' (Kasbo, TSHA), 'Discovery' (Thundercat), 'Hip Hop' (Sampa The Great) and more. ODESZA was featured in 'The Year on TikTok: Top 100' piece as a result of 'A Moment Apart (ODESZA Cover)' being one of the "Unexpected Hits and Niche Discoveries" on the platform. Bicep was included in Tik Tok's newsletter as one of the 'Artists of the Week' and their most recent album 'Isles' was featured as a banner on Tik Tok UK's homepage
• High profile Thundercat banner feature on Tik Tok's homepage pushing to Thundercat's viral hit 'Funny Thing'. The song was selected by TikTok US to be the associated hashtag for the #VibeWithUs challenge, which trended globally and amassed over 6 billion views. The platform also selected Thundercat as the face of their 'Travel & Vlog' playlist initiative in partnership with Apple Music and they ran a paid media campaign for this playlist initiative expected to reach upwards 25 million impressions. As a result of all of this, the song was included in a Tik Tok/ Merlin webinar as an example of a top sound on the platform
• DEEZER playlist support for Park Hye Jin, Anz and TSHA
• Tidal support for TSHA and Black Country, New Road amongst others
YouTube playlist cover support for Barry Can't Swim, Roisin Murphy and Little Dragon to highlight a few.
Barry Can't Swim was selected as Soundcloud’s Ascending artist for the month of April 2024. The programme spotlights and promotes emerging artists across the platform, which includes OOH billboard placements in London, New York & Los Angeles
• Pandora support for multiple artists including ODESZA and TSHA
• The label featured as a Curator on all major platforms, an entry point for fans to discover and engage with Ninja Tune releases from the source - cited numerous times in platform internal showcases
Ninja Tune continue to develope a close relationship with Peleton, pitching music and securing above-the-line activations.
Recently we secured LP Giobbi a spot in the much coverted All For One festival. This lead to the LP Giobbi Stretch class reaching the #3 highest-performing class of this year's festival out of over 100 classes. Her total track engagement (track likes/loves) on the platform increased by +4.5x. Our internal reporting indicate exponential growth for "All I Need" with a +511% increase in usages
Music Videos
Radio
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Annie Mac ‘Hottest Record’ Radio 1, UK
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BBC Radio 1 Music playlisting, Radio 1's first official Future Artist + subsequent, Tune of the Week on Radio 1, Radio 1's Residency
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Triple J most played tracks, Australia
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BBC Radio 6 Music playlisting, UK
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NACC (US) Top 200 peak at #2, #1 most added on the NACC Top 200 chart
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Multiple German Airplay top 200 entries, ODESZA, Bonobo, Little Dragon
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France Inter! playlisting
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Multiple J-Wave TOKIO Hot 100 Chart entries, Thundercat, RAC, ODESZA (Japan)
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Live sessions: Radio 6 (UK), Radio 1 (UK), KCRW (US), KEXP (US), Triple J (AUS)
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Multiple NPR Tiny Desk Concerts, US
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Sirius XM playlisting, US
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KEXP playlisting, US
Press
Product Marketing
NINJA TUNE X ERICA SYNTHS ZEN DELAY (2019)
Bringing together the best of the digital and analogue worlds, the Zen Delay is a BPM-synched stereo delay line, combining extreme feedback ranges for dub and experimental lo-fi effects with a multi-mode 24 dB synth filter and valve overdrive.
Check out the Zen Delay in action here & for more information please see here.
NINJA TUNE X SASQUATCHFABRIX. X BEAMS (2018)
In 2018, Ninja Tune collaborated with high end fashion brand Sasquatchfabrix. and Japanese retailer BEAMS to release a clothing capsule collection exclusive to their BEAMS Harajuku store. The collection, consisting of multiple t-shirts, trousers, jackets and hats, sold out instantly gaining press coverage on Hypebeast and Highsnobiety.
Watch the trailer from Japanese visual artist Yoshirotten here.
CARHARTT WIP X NINJA TUNE MERCHANDISE (2020)
Ninja Tune were commissioned by Carhartt to art direct and co-design a collection for them as part of the Relevant Parties project, along with other independent labels. The project included a podcast series; one with the former FACT magazine editor Chal Ravens who interviewed Ninja Tune founders Coldcut on the history of the label, and a Carhartt x Ninja Tune show on NTS with a performance by Little Dragon. The collection manifested in several products - hooded sweatshirts, long sleeve t-shirts and a tote bag. A cassette compilation of Ninja Tune releases was also sold as part of the collection and stocked in streetwear stores globally.
NINJA TUNE x AIAIAI (2021)
The new TMA-2 Ninja Tune Edition headphones - made from the label’s recycled vinyl.
Watch the trailer and find out more by visiting aiaiai.audio/ninja-tune
"We teamed up with aiaiai, to develop a custom TMA-2 Headphone made from recycled vinyl.
The new TMA-2 Ninja Tune Edition exemplifies our joint vision of doing things better. With a creative approach to sustainability and through experimentation, we continuously focus on reducing our impact on the planet."
NINJA TUNE X BLEEP (2021)
A Bleep exclusive design by in-house creative Sofia Lucarelli
See the full range of our Bleep merch collaboration here
Outdoor Marketing
Physical Retail
Creative Marketing
HIATUS KAIYOTE - 'MAKE FRIEND' QUIZ GAME - 2024
For Hiatus Kaiyote's album 'Love Heart Cheat Code' we launched the Make Friend quiz game which you can play here: https://make-friend.com/
The goal of the game is to correctly complete the quiz and “make friends” with all the characters. Everyone who completed the game gets a download of the 8bit version of the song, and one lucky winner recieved a scrapbook handmade by the band which covers their career. The grand prize winner will submit a photo of themselves to be included in the book, proving that they have "made friend" for life with the band!
In addition, the game prominently featured the pre-order / pre-save for the upcoming album ‘Love Heart Cheat Code’
The Ninja Tune team prides itself on developing the artist’s concept and vision into a cohesive campaign narrative and visual palette. We seek to tell the story through a multitude of media; from visual teasers to full-length music videos, from large scale outdoor marketing to in-store displays, bespoke teasers and animations for each album track to merch and fan incentives. Some creative marketing highlights include:
BICEP 'ISLES' CAMPAIGN (2021)
Bicep's second album 'Isles' was released in early 2021 during the Covid- 19 pandemic and with fan engagement being at the core of the campaign, it was important to find creative ways to create excitement in a time when they couldn't physically intereact with fans.
The duo's visual identity was key, and from the outset the team worked with Degrau (a design studio) to create a bold and unique visual aesthetic which would be instantly recognisable and engaging across both online and print medium, in animated and static form.
DSPs partnered with the label in new ways because they were excited by the creative element of the campaign. One of the initiatives involved turning Bicep's album artwork into an Instagram filter. In the first week of launch, it had a total of 390.8k impressions, 75.3k opens and 36.7k captures.
Fans were encouraged to tag Bicep on their filter posts. Once the posts started flooding in, the Ninja Tune team curated over an hour of filter creations that were projected onto iconic cultural buildings in London including the Barbican and Tate Modern, and the Mac in Belfast. These were streamed live on Instagram stories bringing together the global Bicep community at a time when they could not gather.
The team also set up a WhatsApp group of core fans, who were invited to join via QR code. Bicep communicated info about the album, videos and singles, offering up behind the scene content and voice notes ahead of any official announcement. Fans went on to spread the message to their friends, across social media groups and platforms such as Reddit etc.
BICEP MUSIC ALLY CAMPAIGN OVERVIEW
Music Ally campaign overview.
THE CINEMATIC ORCHESTRA ‘TO BELIEVE’ CAMPAIGN (2019)
Ninja Tune exclusively revealed the unannounced new album tracklist of The Cinematic Orchestra 'To Believe' album via the Spotify Canvas in a form of a treasure hunt. Eight of the top streaming The Cinematic Orchestra tracks had a unique Canvas attached to them that one by one revealed the tracklist of 'To Believe'. Each Canvas also told you where to look for the reveal of the next track title.
The album announcement was then marked by the general release of the new single ‘A Caged Bird/Imitations of Life’ featuring Roots Manuva. The track was revealed via an innovative website only accessible on offline devices - a paradox illuminating the album’s core question of “what to believe?" The 12” was available in independent record stores around the world and sold out in a matter of hours! This album teaser website had pick up from FACT, Vinyl Factory and more.
FLOATING POINTS ‘CRUSH’ CAMPAIGN (2019)
In 2019, Floating Points reunited with Barcelona-based Hamill Industries for the 'Crush' album campaign, creating the album artwork and multiple music videos. November saw Floating Points sell out Printworks, London with an ambitious live A/V show using Hamill Industries bespoke visuals projected over 100M of venue wall.
Watch Floating Points live at Printworks London here.
BONOBO ‘MIGRATION’ CAMPAIGN (2017)
Neil Krug was hired as art director for the 'Migration' album, capturing the album artwork, images for the campaign and footage for the 'Break Apart' music video in the Mojave desert. The album artwork was translated into a wall mural in Los Angeles and London to announce the forthcoming record. Additionally, music videos directed by Bison and Oscar Hudson were also commissioned and nominated for multiple awards.
The limited-edition deluxe vinyl was packaged with four art prints and a 28-page zine featuring works from Neil Krug, Simon Green, actor Russell Porter and authors Robert Macfarlane and Will Asho. The 'Migration' tour culminated in sell-out shows at London’s Alexandra Palace playing to 20,000 fans across two nights.
Migration was nominated for best dance/electronic album with the single 'Bambro Koyo Ganda' nominated for best dance recording at the 2018 Grammy Awards.
ODESZA ‘A MOMENT APART’ CAMPAIGN (2017)
The third album from ODESZA 'A Moment Apart' was released 8th September 2017 and reached #3 in the US Billboard chart and was recognised by the Grammy Awards with nominations for best dance/electronic album and best dance recording for the single 'Line of Sight'.
ODESZA took their pioneering live show to dizzy new heights at Coachella 2018 by working with Intel and their Shooting Star drones. 420 drones took to the air above the stage while Harrison and Clay performed. The 'A Moment Apart' tour culminated in a 25,000 person sellout show at Los Angeles State Historic Park.
Counter Records commissioned photographer Seanen Middleton for the album and singles artwork. The art was translated into a large-scale mural in Seattle, the band’s hometown, as well as billboards around Los Angeles including Amoeba Records rooftop & Coachella and Chicago.
In 2019 Counter Records released a limited edition box-set containing a 128- page full-colour book with photographs of the entire 'A Moment Apart' journey from album creation through 'The Finale', and six 9”x12” posters of original artwork from live show visuals and album art, including one poster numbered and signed by the band.
LEON VYNEHALL ‘NOTHING IS STILL’ CAMPAIGN (2018)
'Nothing Is Still', Leon Vynehall’s debut album on Ninja Tune, was a project in three parts; the album, a novella and a film. The novella, written by Max Sztyber and Leon Vynehall was part of the deluxe vinyl box-set, designed by Trevor Jackson, which also included a large fold-out poster of the Pol Bury album artwork. The singles 'Movements (Chapter III)' and 'Envelopes (Chapter VI)' were made into short-films directed by Young Replicant.
ACTRESS ‘AZD’ CAMPAIGN (2017)
Prior to Actress’ 2018 album 'AZD', we handpicked key journalists and DSP editorial teams to attend a listening event in a non-traditional setting. Expanding on the album’s visual aesthetic and the artist’s vision, we arranged the album to be played in full during a game of Laser Quest. We had great feedback from all key contacts involved and received acclamatory reviews from Pitchfork to The Guardian to Resident Advisor.
In anticipation of the forthcoming 'AZD' album, Ninja Tune released a series of cassette tapes from three mysterious artists. Each track on the cassette was a track from the unannounced album which drummed up lots of hype around the record with fans and journalists guessing it was Darren (Actress). 'AZD' is a conceptual work based around the idea of chrome. From this, the Ninja Tune marketing team extended the concept to all aspects of the campaign: from the chrome outer bag to Ninja Tune purchasing a chrome mannequin for live shows and press shots - a key figure in the campaign.
ACTRESS NEW RELEASE ‘88’ BESPOKE WEBSITE (2020)
After announcing on Twitter that Actress was going to release a new album on Bandcamp in 24 hours, Ninja Tune created a bespoke website for fans within 12 hours. The idea around it was that fans were required to guess the answer to the clue "fate with love" on the website whoisactress.com, which would then give them access to the new release on Bandcamp.
The 88 download came with a PDF detailing the long-awaited Actress album ‘Karma & Desire’ that is due on October 2020. The new 17-track LP includes a number of features and collaborations that are obscured by ∆ symbols.
THE MIDNIGHT 'MONSTERS' CAMPAIGN (2020)
There have been many creative marketing initiatives around The Midnight's 'Monsters' campaign. The Midnight's Scavenger Hunt was one, launched on 1st October 2020, that all started with a floppy disk containing a clue sent to one lucky fan. Fans worked in unison to piece together a URL hidden within a dial-up tone in the intro track on The Midnight’s new album 'Monsters' - for the last few days the website featured a gradually increasing loading bar. On the 1st October, a chat hosted by the user (an album character called ‘lost_boy84’) began to guide fans through clues corresponding to each track from the album released one day at a time up through October 14th. Each correctly answered clue was followed by a reward in the form of products such as early builds of cover art and old demos. The script for the chat was written collaboratively by the band themselves.
The final clue went live two days before release of the 'Horror Show' EP and directed fans to a Twitch livestream where they premiered a stream of their Amazon Exclusive 'Horror Show' EP in conjunction with Amazon / Twitch. 1000 fans attempted the first clue within 24 hours whilst coming together across Twitter, Discord, Reddit, and other platforms to discuss what they found and form further theories. The band’s 700 person Discord channel grew significantly and was extremely active throughout, and the band joined a special Zoom Party with participants on the Friday of release to surprise fans.
Another creative marketing initiative that Ninja Tune implemented was a prom-themed playlist generator. This playlist site came about for the third single in the campaign 'Prom Night'. It was discussed how the label could tie in the song with what people remember about prom night and the nostalgic feeling that gets people thinking back to their prom.
The team built a Bespoke Playlist Generator for 'Prom Night' to drive album streams and pre-orders (pre-saves / pre-adds) on Spotify and Apple Music. On a dedicated website, users inputted their name and the date (month and year) of their high-school prom for a "prom-themed" playlist, consisting of the top 40 tracks of that month. Spotify and Apple Music users could share the playlist on their preferred DSP. Spotify users were also served a unique and personalized playlist cover to share on socials. The custom playlist generator reached 2.9k site visits, 7,990 plays of tracks on the site, and 4,054 playlists generated overall within the first 48 hours after launch.
Ninja Tune also ran a remix competition alongside releasing an almost 300 track Midnight stems compilation on Bandcamp. The stems for all the tracks on the album were available for individual download (costing $1 each) but the band made all the stems for the track ‘Deep Blue’ available for free download as a teaser so fans and budding remixers could play around with them. Fans were encouraged to make a remix using the stems, to then be uploaded as UGC. This was another way for the band to engage with fans during the album campaign- it worked as a new push for the album, a revenue driver in its own right (with each stem being charged for, but at a price that is affordable to those seeking to enter the competition) and a way to give a new remixer a foot up.
SAN HOLO 'bb u ok?' CAMPAIGN (2021)
San Holo released his first single ‘bb u ok?’ from his new album in late 2020 and engaged with fans by launching an advent style digital calendar around the “Holodays” on December 1st running until 25h December. The artist released a “gift” for fans every day in this period, which provided fun extra content for fans around the holidays. This campaign lived across socials and DSPs with all content being posted and engaging with Instagram, Facebook, YouTube, TikTok, Discord etc.The “bb u ok?" website featured an interactive button that fans can press to hear the phrase ‘bb u ok?’ There was a heat map / counter displaying global fan interaction with the button and the site featured an anthology of the entire 25 day Holoday Calendar (tumblr style) that updated each day below the button and heatmap. The button on the website had hit over 2million clicks in one day after San pushed it on Twitter
Another initiative to engage San Holo fans with his new music was a new 'Bless Boost' playlist generator site; https://blessboost.bbuok.com/
The site invited fans to “chat” with San Holo, as he asked you various questions to get an idea of how you’re feeling at that moment. The site then generated a score out of this. It then matched fans with a playlist generated via matching that score against the track valence properties provided by Spotify, Apple Music and Deezer metadata for a wide selection of tracks that the artist curated (including his latest singles, of course). Fans then saved the playlist (following San where possible also) and shared on socials.
SAN HOLO campaign overview
Music Ally campaign overview.
ODESZA X HP COACHELLA 2022
ODESZA and HP collaborated for HP's Coachella Antarctic Dome activation. Some of ODESZA's new music will serve as the score to the activation, which features the work of nine different digital artists.
Publishing
Information on our latest syncs can be found in the Placements page at justisntmusic.com. The JIM website also contains information on our roster, sub-publishers and history. Detailed information about recent syncs, our admin setup and the relationship between JIM & the Ninja Tune labels is presented below.
Administration
JIM’s administration department is second to none, comprising of five dedicated members of staff charged with registering the copyrights in the UK and administering their registration worldwide through our network of sub- publishers. They ensure every penny of royalties generated by the catalogue worldwide is licensed, tracked, collected and accounted. They liaise with writers’ management and labels to secure setlists, audio, licensing information and tour data, and with broadcasters and producers to catalogue cue sheets, syncs and media plans to distribute to societies and our sub-publishers.
Sync + Promo
JIM’s award-winning sync and promo dept competes at the top end of the sync licensing world with an impressive record of licensing to pedigree brands and projects in advertising, film, video games and TV. The team’s job is to establish and maintain relationships in the UK & US sync industry, procure briefs and pitch music accordingly, organize mail-outs and gig invites and devise licensing strategies, for example - special sync-only samplers, sync showcases at advertising agencies or targeting specific contacts with exclusive upfront material and so on. Our sync staff also travel regularly to the main EU media capitals (Amsterdam, Paris and Berlin/Hamburg) to keep in touch with clients in those local markets. All this work is mirrored by our North American sub-publisher Third Side Music, with whom we work very closely on US sync. Three members of staff are based in our office in Los Angeles working in conjunction with Third Side and regularly visiting New York, San Francisco, Chicago, Detroit amongst other media cities to establish an even stronger presence in the US. See at the bottom for a very selective list of some of our syncs, recent and historic.
JIM Bespoke
This is our creative services department comprising the following projects and initiatives.
Music Supervision: We have an established music supervisor working on pedigree projects from our office. Having such immediate access to our roster and catalogue makes their work finding music easier but also provides opportunities for our writers with aspirations to score in TV and film.
Bespoke Composition “Work For Hire”: Access to top-end sync opportunities exposes us to the growing demand amongst music users for bespoke music, often required on a tight schedule and sometimes without demo fees. For those artists willing and able to respond to such requirements there is the potential for lots of work and lucrative income streams (see bottom of this document for examples).
Production Music Library
Putting to use the wealth of unused music our roster has sitting on their hard-drives, our Ninja Tune-branded production music library (launched in 2017) represents the equivalent of the label within the music library market - an independent and creative alternative to the mainstream - and promises to provide income streams for non- commercial music. Visit ninjatuneproductionmusic.com.
A&R + Co-writes
JIM’s relationship with Ninja Tune provides ready access to a network of hundreds of artists, writers and producers and we are continually initiating collaborations within that network. Beyond that, our longstanding presence within the global music community means we maintain relationships with a plethora of external label and publishing A&Rs and artist managers through which our writers are exposed to frequent co-write opportunities - songs have been recorded and released by Childish Gambino, The Weeknd, Mac Miller, The Internet, Kelela, Tricky, Massive Attack and Kendrick Lamar amongst others.
Sub-Publishers
Third Side Music - USA, Canada
French Fried Music - France
Freibank Music - Germany, Austria, Switzerland, Bulgaria
Origin Music - Australia, New Zealand
Cloud 9 Music - Benelux
Mode Musik - Japan
Oyez - Italy
Rocking Gorillas - Brazil
Smilodon Songs - Nordic & Baltic States
OMSA Songs - Argentia, Chile, Uruguay
D-Version Music Publishing - Greece
Schubert Music - Eastern Europe (excl. Baltic States), Russia, CIS States
Feel Music - Korea
Talit Muzic Publishing - Isreal
Peermusic - Spain, Portugal, East Asia (excl. Korea), Southeast Asia, India, South Africa, Latin America (excl. Brazil, Argentina, Chile, Uruguay)
Adverts (World)
Apple launch 2019
Apple Watch
Ebay
Nike
WWF
NHS
Huawei
Pepsi
Lexus
Audi
Budweiser
Pioneer
Sonos
H&M David Beckham
Guinness
DKNY
Samsung
Playstation
GoPro
Victoria’s Secret
BMW
Coca-Cola
T-Mobile
Nintendo
Citroen
Miscrosoft
O2
US Film and Trailers
Destroyer
Hateful Eight
Assassin’s Creed
Blade Runner Black Out 2022
The Snowman
Daddy’s Home 2
Flatliners
Selma
Interstellar
Dallas Buyers Club
Maleficent
The Big Short
Pain & Gain
American Made
A Place Beyond The Pines
The Host
Side Effects
Flight
Mission Impossible 4
Killing Them Softly
Looper
Step Up 4 / Revolution
Lawless
21 Jump Street Project X
Thor
Extremely Loud and Incredibly Close
The Fighter
Dear John
US TV
Broad City
The OA
Top Boy 3
Good Girls
Grey’s Anatomy
Shameless
Snatch
The Good Liar
House of Cards
Walking Dead
Homeland
CSI
Suits
Girls
The Blacklist
True Blood
The Originals
American Dad
The Good Wife
Vampire Diaries
Gossip Girl
Six Feet Under
NCIS
Breaking Bad
Ugly Betty
True Blood
The Killing
UK Film and TV
I May Destroy You
T2 Trainspotting
Yardie
Sex Education (Netflix)
Baptiste
Match Of The Day
Made In Chelsea
The Innocents (Netflix)
Hanna
Our Girl
Orange Is The New Black (Netflix)
Marcella (theme song)
FIFA World Cup Russia 2018
Sherlock
Top Boy 2
Eastenders
Shipwrecked
The Grand Tour
Top Gear
Motorsport F1 Grand Prix
Hollyoaks
Football Focus Wimbledon
Waterloo Road
Kildulthood + Adulthood
The Jonathan Ross Show
Snatch
Video Games
Grand Theft Auto V 2021 Onrush (50+ tracks used) FIFA 2021
PES 2021
Arca’s Path
Forza Horizon
Madden NFL 19
The Sims 4 StrangerVille Grand Theft Auto
UFC2
Borderlands 2
Call of Duty
Gran Turismo 5
Crackdown + Crackdown 2 Need For Speed
Bespoke Composition “Work For Hire”
I May Destroy You (HBO, BBC One) TV show: original score (Raffertie)
Strangers (ITV/Amazon Prime) TV show - main theme and original score (Raffertie)
Assassin’s Creed Rogue video game trailer (Forest Swords)
Apple advert (Flying Lotus)
Nike CR7 advert (The Qemists)
Nike ft. Christiano Ronaldo advert - bespoke remix of The Heavy ‘Turn Up’
Bladerunner 2022 anime short film directed by Shinichiro Watanabe - original score (Flying Lotus/Kuedo) Donna Karan fragrance advert - bespoke rework of Jono McCleery ‘She Moves’ (Ital Tek)
Lipton’s advert (Dom Howard)
Sony World Cup 2014 advert (The Easy Access Orchestra)
Nike ‘Ice Kings’ advert (Alex Banks)
Maleficent film trailer - bespoke remix of ‘Once Upon A Time’ sung by Lana Del Rey (Raffertie)
Jaguar advert - bespoke cover version of Elvis Presley ‘A Little Less Conversation’ (The Heavy)
Skins (E4) TV show, original score (Segal)
The Crimson Wing film, original score (The Cinematic Orchestra)
SSX video game score (Raffertie & The Qemists)
Forza 4 video game score (The Qemists)
Heineken advert (Dom Howard)
Grolsch advert (Mr Scruff)
Splinter Cell: Conviction video game score (Amon Tobin)
Apple Launch Highlight
Apple have announced several new updates across hardware, software, and services in 2023. Across these updates they have featured Ninja Tune artists in their marketing deliverables. These include for Ninja artists such as; Jayda G, LP Giobbi, ODESZA, Yaya Bey and Young Fathers.
International
AUSTRALIA + NEW ZEALAND
Recent Notable AUS Charts
- Hiatus Kaiyote ‘Mood Valiant' #4
- Bonobo ‘Fragments’ #6
- Bonobo ‘Migration’ #12
- Black Country, New Road ‘Ants From Up There' #6
- Bicep ‘Isles’ #5 (ARIA Physical Chart)
- Bicep ‘Isles' #12 (Album Chart)
- Sampa The Great ‘The Return’ #12
- ODESZA ’The Last Goodbye' #22
- Thundercat ‘It Is What It Is’ #50
Recent Notable NZ Charts
- Bonobo ‘Migration’ #27
- Black Country, New Road ‘Ants From Up There’ - #17
- Thundercat ‘It Is What It Is’ - #36 Album Chart
Recent Notable AUS Awards
- Sampa The Great - AIR Awards 2020 - Best Independent Hip Hop Album (The Return)
- Sampa The Great - ARIA Music Awards - Best Hip Hop Release (WIN), Album Of The Year, Best Female Artist, Best Independent Release (The Return)
- Sampa The Great - Australian Music Prize - Album Of The Year 2017 (Birds and the BEE9), Album Of The Year 2019 (The Return)
Radio
- Triple J
- Recent Playlist adds
- ODESZA ‘To Be Yours’
- DJ Seinfeld & Confidence Man ‘Now U Do’
- Like A Version
- Double J
- Feature Album
- Sofia Kourtesis ‘Madres’
Press
- Sampa The Great - S Guide supplement cover here and here
- Sampa The Great - The Big Issue feature
- Hiatus Kaiyote - NME Cover
TV
- Rage
- ARIA Awards
DSP
- Thundercat x Tame Impala ‘No More Lies’ cover of Spotify NMF AUS
Marketing
- Bonobo - Megasite
- Sampa The Great - Digital billboard Melbourne
- ODESZA - Airport advertising screen campaign
- ODESZA - Melbourne postering
GERMANY
Charts
- Bicep, Isles - #8
- Black Country New Road, Ants From Up There - #10
- Bonobo, Migration - #11 Album Chart
- Bonobo, Fragments - #3 Album Chart
- ODESZA, The Last Goodbye - #31 Album Chart
- Roisin Murphy - Hit Parade - #6 Album Chart
- Thundercat, It Is What It IS - #30 Album Chart
- The Cinematic Orchestra, To Believe - #42 Album Chart
- The Midnight, Heroes - #41 Album Chart
- Black Country New Road, For The First Time - #44 Album Chart
- Fink, IIUII - #61 Album Chart
Sessions
- Jordan Rakei - COLORS
- Little Dragon - COLORS
- Sampa The Great - COLORS
- Yaya Bey - COLORS
- Forest Swords - HÖR
Radio
- Recent airplay top 200 entries: Bonobo, Bicep, Roosevelt (4 singles / peak #122), ODESZA,
- Sofia Kourtesis album of the week features: Radio Eins, Sunshine Live, ByteFM, BR2 Zündfunk, Flux FM, MDR Sputnik
- 8 singles on Radio Eins’ 300 most played songs of 2023
Press
- Sofia Kourtesis interview features in TAZ, Berliner Zeitung, Vogue Germany + reviews on Spiegel Online, ZEIT, Diffus, Westzeit
- Roisin Murphy album of the month feature in Musikexpress, Interview feature in FAZ, extended feature in Vogue Germany
- Cover Stories: BRONSON, ODESZA (2x), Bonobo, Tiga, Young Fathers, Helena Hauff, Thundercat (Numero Homme Cover)
Marketing
- Street Fence - Floating Points, Bonobo, Ben Böhmer, Thundercat, TSHA, ODESZA, Bonobo, Hiatus Kaiyote, The Cinematic Orchestra
- Wild Postering campaigns in Berlin & Hamburg: Little Dragon, Young Fathers, BICEP, BRONSON, Jordan Rakei, Jayda G, Thundercat, Roosevelt
- Print Ads in Musikexpress, Kulturnews, FAZE, Piranha, START, MINT, Lodown, Jazzthetik, Jazzthing, Visions, OX Fanzine, Spex, Juice, Eclipsed
- Covermount CD’s Musikexpress: Young Fathers, Nabihah Iqbal, Sofia Kourtesis, Jayda G, Roisin Murphy, LYZZA, Jordan Rakei, Park Hye Jin, Hiatus Kaiyote, Howling, Genevieve Artadi, Bonobo, Sampa The Great, Marie Davidson
- Banner ads on Kaputt Mag, Plattentests, Groove, Tonspion, LAUT, Musikexpress,
- Floating Points - Berlin street fence billboard here and here
- Roosevelt - 40 Billboards in Berlin, Hamburg & Cologne
- Cinema Album Pre-Listening event Cinematic Orchestra
- Berlin Single Release Event Ben Böhmer
- Berlin Pop Up Store The Cinematic Orchestra
- Instore Sessions at Oye & Sound Metaphors
- Stalls at Independent Label Markets in Berlin & Immergut Festival
- Kamasi Washington Jazz Echo & Jazz Platinum Awards
DSP
- Spotify Mobile Home Banners: Ben Böhmer, Jayda G, Roosevelt, ODESZA (x2), TSHA, VTSS, Roosevelt,
- Spotify HPTO’s: Howling, The Cinematic Orchestra, The Midnight
- TikTok Newsletter Mentions: Ben Böhmer (Videos of the Week)
- New Music Friday ads: DJ Seinfeld x Confidence Man, Roisin Murphy, Roosevelt
- Playlist Covers:
- Spotify Electronic Rising: Ben Böhmer, Bonobo, Howling,
- Spotify Electronic Brandneu: Helena Hauff, Ross From Friends
- Spotify OFF POP: BICEP, Jayda G, Little Dragon, Roisin Murphy, Poolside, Roosevelt (x2), The Midnight
- Spotify Indie Radar: The Cinematic Orchestra
- Tidal Redaktionsfavoriten: BICEP, Sofia Kourtesis, Black Country New Road (x2), Bonobo (x2)
FRANCE
Charts
- Bonobo, Migration - France - #35 Album Chart
Radio
- Rahill - Live à FIP December 2023
- Rahill, Yaya Bey, Roisin Murphy, Little Dragon - Selection FIP
Press
- Roisin Murphy - MIXTE Magazine cover
- Roisin Murphy - Tsugi shared cover
- Thundercat - Telerama Sortir cover
TV
- Sampa The Great - C A Vous (FR national TV) live session
- Young Fathers - ARTE - Echoes (FR national TV) concert
Marketing
- Bonobo - Animated digital posters in Paris
- Bonobo - Billboard size poster in Paris
- Young Fathers - Billboard size poster in Paris
BENELUX
Charts
- Bicep, Isles - Belgium - #3 Album Chart
- Bicep, Isles - Netherlands - #28 Album Chart
- Black Country New Road, Ants From Up There Belgium - #11 Flanders
- Black Country New Road, Ants From Up There - Netherlands - #9
- Bonobo, Migration - Belgium - #6 Flanders
- Bonobo, Migration - Belgium - #20 Wallonia
- Bonobo, Migration - Netherlands - #10 Album Chart
- Bonobo, Fragments - Belgium - #11 Flanders
- Bonobo, Fragments - Belgium - #10 Wallonia
- Bonobo, Fragments - Netherlands - #9
- Roisin Murphy, Hit Parade - Belgium - #16 Flanders
- Thundercat, It Is What It Is - Belgium - #28 Album Chart
Press
- Thundercat - Get Familiar cover
Radio
- Bicep, Glue - 3FM MEGAHIT
- Bonobo, Hiatus Kaiyote - Stu Bru ‘Catch of the Day’
Marketing
- Bonobo, Fragments - Digital billboard in Amsterdam
REST OF EUROPE
Charts
- Bicep, Isles - Switzerland - #26 Album Chart
- Black Country New Road, Ants From Up There - Austria - #29 O3 Album Chart
- Black Country New Road, Ants From Up There - Switzerland - #25
- Bonobo, Migration - Austria - #15 O3 Album Chart
- Bonobo, Migration - Finland - #33 Album Chart
- Bonobo, Migration - Hungary - #40 Album Chart
- Bonobo, Migration - Italy - #49 Album Chart
- Bonobo, Migration - Poland - #16 Album Chart
- Bonobo, Migration - Switzerland - #5 Album Chart
- Bonobo, Fragments - Austria - #15 O3 Album Chart
- Bonobo, Fragments - Switzerland - #8
- ODESZA, The Last Goodbye - Switzerland - #17 Album Chart
- Roisin Murphy, Hit Parade - Switzerland - #12 Album Chart
Press
- Roisin Murphy - Harper’s Bazaar Serbia cover (SB)
TV
- Little Dragon - P3 Guld Awards (SE)
Marketing
- Bonobo, Fragments - Digital billboard in Warsaw (PL)
JAPAN
Charts
- Thundercat ‘It Is What It Is’ - #10 Daily Chart / #25 Weekly Album Chart
- Multiple top 10 entries in the JP iTunes main chart
Press
- Floating Points - Sound & Recording studio feature
- Thundercat - Popeye feature
- Thundercat ‘It Is What It Is’ - Jazz The New Chapter Cover, MUSIC MAGAZINE Cover, WWD Cover
- Thundercat 'Drunk’ - International album of the year (2017) in Yomiuri Newspaper (biggest circulated newspaper in the world)
Radio
- Multiple entries into J-Wave's Tokio Hot 100 radio chart
- ODESZA - Oricon heavy rotation chart (radio chart)
- Thundercat x Tame Impala - "No More Lies" has received amazing results at Japanese radio, with the single ranked in the following charts
- Domestic/Overseas Top50: #20 (Previous: #64↑)
- Overseas Chart: #2 (#18↑)
- FM + AM Tokyo Chart: #15(#30↑)
- J-WAVE OA Chart: #5
- J-WAVE "TOKiO HOT 100" Chart: #14
- FM COCOLO OA Chart: #4
- ODESZA ‘Say My Name’ - #21 on Tokio Hot 100 Chart
TV
- Thundercat - NHK Tensai TV Kun Kids show
- Louis Cole - NHK Tensai TV Kun Kids show
- The Heavy - Performance on Japanese Breakfast TV show 'Sukkiri!!’
- Brainfeeder - feature on Gen Hoshino’s (most influential Japanese musician/actor) show on NHK (JP equivalent of BBC)
Marketing
- Misc
- The Cinematic Orchestra - Pitchblack Playback album listening session in Uplink cinema in Tokyo
- Floating Points - Listening party at High-Fidelity sound listening room
- Retail
- The Cinematic Orchestra pop up store here and here
- Bonobo ‘Fragments’ - various in-store visibility
- Thundercat - Tower Records Shinjuku visit
- Exclusive coloured vinyl - Peggy Gou (orange exclusive to Technique), Tycho (Green exclusive around Fuji Rock), Thundercat (JP exclusive hologram 10”), Floating Points (JP exclusive hologram CD)
- Entries in the Tower Records store charts - Jordan Rakei #2, Young Fathers #4
- ’Tower Recommends' picks - large marketing/visibility package across all Tower Records Stores, videos on screens in Shibuya etc.. - ODESZA, RAC and more
- Outdoor
- Thundercat x Tame Impala - Digital animated billboard with sound in Shibuya, Tokyo
- Bonobo - Digital billboard in Shibuya, Tokyo
Live/Misc
- Recent Fuji Rock Performances - Tycho, Bonobo, The Cinematic Orchestra, Peggy Gou, ODESZA, Thundercat, Black Country New Road
- Ninja Tune x Sasquatchfabrix x Beams clothing collaboration
Social Media Pilots
Thundercat - Meta ‘Add Yours’ Sticker
To launch June 2023. Meta has invited Thundercat to participate in an opportunity to test their new product Add Yours. Thundercat will be the only artist using this exclusive product with Meta. The new product draws attention to Thundercat’s page, makes it easier for users to share “No More Lies” posts on Instagram, and builds community amongst the Thundercat fanbase. The feature invites Thundercat to create a prompt for others to respond to & share UGC. Thundercat would post the prompt as a Reel, and users respond via the sticker. Submissions will be selected and populate into a custom Instagram landing page, as a way to reward fans.
Roisin Murphy - YouTube Multi-Format Fund
$25K grant secured in exchange for participation in YouTube’s features. This includes Afterparty, music video premieres, live redirect, and Shorts. This is a highly, highly competitive grant and it was a massive win that we were able to secure this for Róisín!
ODESZA - Meta ‘To Be Yours’ Boost Amplification
Launched from March 2023, with a budget of 45K USD (30K in the US and 15K in EMEA). Meta ran their first ever engagement ad boost on ODESZA’s ‘To Be Yours’ main release asset. Previously, Meta ran traffic ads when supporting releases.
This secured 19.1M views on the To Be Yours Reel - which is 60x higher than average, along with over 15M Impressions and 4.6M Reach on Reels. ODESZA have gained 15K followers since the single release.
ODESZA - Meta Music Drops
Launched around album release / release of “Love Letter” - March 2022. This was a new feature that enables artists to alert fans of upcoming new releases, allowing fans to set a reminder, easily create Reels with the new music, link directly into DSPs for easy streaming, and more. Intention Plays across all Reels with the track: 6.1M
Bicep - TikTok Livestream
TikTok UK hosted a livestream of Bicep’s show at Alexandra Palace in December 2022. Supported posts and banners from TikTok UK prior to the livestream
At the tim more than 113k people watched the livestream and Bicep gained almost 1k new TikTok followers. TikTok profile views went up by 250% over the weekend. Water TikTok usages went up by 75%, including 800 new creations over the weekend, which accounts for half the total usages of the track (1.6k). Bicep livestream posts performed 2.5x better than average on Instagram at the time and the livestream average watch time was of 1m1sec, including average watch time of followers 10m40secs, other viewers 0m41secs.