Selena Gomez brings the love on her return

From outdoor marketing to heavy social media spend, the team at Polydor are leaving no stone unturned for this week’s return of global star Selena Gomez.

Selena took to social media on Wednesday to launch her highly anticipated new song about self love, Lose You To Love Me, which was accompanied by a music video shot entirely on the new iPhone 11 Pro.

Polydor’s head of marketing Lucy Dann says, “‘We are really excited to see Selena back. The track is excellent and feels like the perfect record for this time of the year. From a marketing perspective we have statement outdoor running across London, spend across YouTube and all major socials platforms combined with superstar level support at retail from day one. The track was a Radio 1 Pop Emergency and jumped up to number two on UK iTunes in the first 12 hours — a strong start and a brilliant return.”

Selena quickly followed up with a second track, the infectiousLook At Her Now, which she announced on Instagram Live to the delight of her fans.

Expectations are high for Selena who has already accumulated over 20bn global streams. Earlier this year she featured on I Can’t Get Enough with Benny Blanco, J Balvin and Tainy. In 2018 she collaborated with DJ Snake, Ozuna and Cardi B on the global hit Taki Taki which became one of the fastest videos to reach over 100m views.

She most recently executive-produced the critically acclaimed Netflix docu-series Living Undocumented, which created much buzz and discussion regarding the polarising issue of undocumented people living in the United States. She has continued to build her acting career by starring in Jim Jarmusch’s film The Dead Don’t Die opposite Bill Murray and Adam Driver which premiered at the 2019 Cannes Film Festival.


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