CLIENT:
Sony Music Entertainment is one of the world’s leading music companies, representing globally recognized artists across multiple genres.
To support the release of Adele’s fourth studio album, 30, Sony sought a media campaign capable of generating awareness among existing and potential fans during a concentrated release window.
SOLUTION:
TEC Direct Media developed an integrated television strategy that combined Linear TV and Connected TV (CTV) to engage audiences wherever they consumed video content.
Following a six-year gap between Adele’s albums 25 and 30, media consumption habits had shifted significantly. To adapt, we recommended a campaign that leveraged the broad reach and efficiency of Linear TV alongside the targeting and measurement capabilities of CTV. This balanced approach enabled Sony to reach both loyal fans and prospective listeners across traditional and streaming environments during a critical launch period.
RESULTS:
The integrated Linear and Connected TV strategy generated significant awareness during the album launch period, helping keep Adele’s return to music front and center with audiences across traditional and streaming platforms.
- “Easy On Me” broke Spotify’s record for the most streams in a single day within 24 hours of release.
- The single quickly reached No. 1 on Billboard’s Hot 100 chart.
- 30 spent eight consecutive weeks at No. 1 on Billboard’s Top Album Sales chart, marking the longest consecutive run atop the chart since 2014.
- Adele’s 30 and “Easy On Me” earned multiple Grammy nominations, including Album of the Year, Record of the Year, Song of the Year, and Best Pop Vocal Album.
- Adele was awarded a 2023 Grammy for Best Pop Solo Performance.
