Olivia Rodrigo may seem like an overnight sensation, having her first three singles take #1 spots instantly. While some called it pure luck, nothing is as successful without an amazing team behind it. Here are 8 pivotal things her team did to drive Olivia’s talent to worldwide recognition:
1. TikTok Love Triangle Drama – “drivers license” became a huge overnight sensation breaking all tons of records online when almost everyone on TikTok was talking about the suspected love triangle between Olivia, Joshua Bassett, and his new “blonde girl” Sabrina Carpenter. Whether the drama was plotted by her team or not, they still fully capitalized on it by not denying or confirming the drama while further pushing promotions for the single.
2. The Nostalgia Aesthetic – Olivia’s team capitalizes on the up and coming Gen Z artist by having her album promos be associated with the trendy film and Y2K aesthetic. This creative direction is distinct so her brand is recognizable and has can easily be imitated by fans.
3. Sour Trailer – have you seen an album commercial better than this one? Next time you’re heartbroken, don’t get sweet, get SOUR. Also, the phone line they provide gives you a sample to one of their songs. Incredible!
4. Sour Car Wash – On the day the album was released, her team threw a free car wash for her fans while handing out Sour Patch Kids to anyone who attended. Olivia was in attendance and took some pictures with fans. These unique types are interesting to talk about, hence it ends up on TikTok, giving widespread promotion for the album.
5. Sour Patch Kids – what better brand to associate her debut album SOUR with than the famous Sour Patch Kids candy. The candy is also very on brand with Olivia’s young audience.
6. SOUR Prom – Olivia mentions that she has never been to prom because she was homeschooled but like many kids around the world, they may not have prom in their country, it was cancelled due to the Pandemic, or just simply had bad experiences. Given her young audience, having a prom themed concert was the perfect way to capture one of the most pivotal nights of the teenage experience. Plus, they threw an actual Prom for a live theme party and she went to her fans’ doors and asked them to actual prom.
7. Album cover murals – there have been SOUR album murals placed in many big cities. This allows fans to take pictures and post them to their social medias – basically free advertising.
8. PR packages to celebrities – Olivia’s team sent SOUR PR packages to as many big celebrities as they can reach – from Joe Jonas to Kim Kardashian. Her album further made headlines when Kim opened her PR package on her Instagram story and her daughter North accused her of not listening to it.
All we know is, we can’t wait to see what fun marketing strategies Olivia’s team is going to come up with next! It looks like the music industry is going to have to get a whole lot more creative to catch up with liv!
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