Photo Credit - Sly Morikawa
Nicole Millar - ‘4U’ Single Launch
Things have been non-stop for Nicole Millar since she stepped out in 2016 with her EP Tremble, which went Gold in Australia and amassed a cool 8 million spins on Spotify. She had hits with 2016’s Signals and 2017’s Blindfolded, flying everywhere from Stockholm to L.A. to work on new music, as well as finding time to tour with Troye Sivan, support SZA and fit in sets at Splendour in the Grass.
It’s been a rapid ascent for the girl who broke through as the voice of Peking Duk’s ARIA-Winning, triple j-conquering, three times Platinum hit High in 2014.
Bathing in the fire of connection and mood, Sydney singer-songwriter Nicole Millar has come through with a gorgeously-lush new tune ‘4U’, and an accompanying music video that’s every bit as entrancing as you’d expect. It’s a straight up sublime meditation on the feelings of longing and loyalty, with Millar’s irresistible vocals fitting the luminous beat with total ease.
Following December’s ‘Favours’ and Aprils ‘I should probably go to therapy’, ‘4U’ sees Nicole continue her departure from the indie-pop bops that helped launch her career, instead exploring the creative liberation associated with growth and self-belief.
The Brief
Tropicool Agency was enlisted to develop a publicity campaign that would generate press coverage for Nicole Millar’s latest track release, ‘4U’.
Our goal was to have this new release featured and mentioned in as many print and/or digital editorial articles as possible for the duration of the campaign.
We concentrated on Australian based music related media to increase awareness within the industry and relevant listeners and traction to Nicole’s ‘4U’ music video.
Objectives
Nicole Millar - ‘4U’ Single Launch Campaign
➜ Increase brand awareness and engagement with the launch of ‘4U’
➜ Drive traffic towards ‘4U’ music video and streaming platforms
➜ Create a publicity campaign surround the launch of ‘4U’
➜ Secure 4 media placements in relevant publications
➜ Hit 1 million total press reach
➜ Drafting and distribution of all press material
➜ Engage a range of music and lifestyle, high-tier media that fits Nicole Millar’s brand
➜ Securing relevant press interviews for Nicole Millar
➜ Push brand awareness via our network
Results
➜ Total of 5 press articles released
➜ Video Premier press coverage from Life Without Andy
➜ Press coverage from Thomas Bleach, NME, Women in Pop and interview with Daily Addict
➜ Total combined readership: 1.6 million
➜ Ad value of $8,550
