Polydor’s Ellie Goulding is on course to secure a third number one with her album Brightest Blue later today following a campaign packed with livestreams, exclusive behind-the-scenes content and a comprehensive D2C offering.
The album, which includes features from the likes of Lauv, Swae Lee and the late Juice WRLD, has secured a raft of positive reviews with The Guardian declaring the record “a triumph of heart and ambition…her best yet” while the Independent described the album as “a career-best record full of balladry and bangers”.
In one of the campaign’s most successful activations, the label partnered with Amazon Music to create the mini-documentary Behind Brightest Blue, which gives fans an exclusive in-depth at the creative process of the album. A similar tie-up with Apple Music produced additional behind-the-scenes content which has proved a hit with Ellie’s fans.
The race to number one was given an extra boost this week after Ellie took to her socials to share videos of her signing limited edition boxsets, CDs and vinyl. The week has also been filled with promo moments including an appearance on ITV’s This Morning, as well as chats with Kay Burley on Sky News and Nihal Arthanayake on BBC Radio 5 Live. Ellie also joined musician Serpentwithfeet on Facebook Live for an exclusive interview, performance and Q&A with fans.
Polydor marketing director Lucy Dann says, “I am thrilled with the release of Brightest Blue. We have top level support from all our partners and I am excited to see how that all rolls out once everyone hears how good the record is. Everyone on the team is working hard to make sure we get the album in as many places as possible to get the exposure it deserves - and it does take a village to do that! I am very excited for Ellie’s next chapter”.