+44 (amazon music)

SOCIAL / STRATEGY / BRANDING / ART DIRECTION / CREATIVE DIRECTION / STUDIO PRODUCTION / PAID ADS / LIVE REPORTAGE / ACCOUNT & COMMUNITY MANAGEMENT / CONTENT CREATION / IDEATION

THE CHALLENGE

+44 is the UK Black music arm of Amazon Music UK. Originally launched in late 2020, AMUK approached us to create and execute the social media strategy for +44, alongside a complete visual rebrand.

The long-term +44 goal centred around elevating presence in the UK Black music sphere to reach new heights socially and gain clout culturally.

our STRATEGY + WORK

Since April 2021, we have been on top of all things +44. We've been the flies-on-the-wall, the community builders, the conversation starters.

Our bread and butter on this account is running the +44 Instagram, from devising the content strategy, writing copy, community management, content design, event reportage on IG stories and executing the paid ads campaign.

Early on, our in-house design team was tasked with overhauling the +44 brand image on socials, developing and executing a modern, sleek rebrand in May 2021 that coincided with the launch of the +44 Podcast.

In the following years, our design wizards have created all types of assets - whether that be subtitling the juiciest conversations, memes of Santan Dave as a goat (read g.o.a.t) or billboards beamed to the world in Leicester Square and Westfield London.

Working alongside the AMUK team, we've been able to implement our expert knowledge of culture and socials into ideas, while working on impactful campaigns and maximising the +44 social potential.

We collaborated with +44 on some momentous firsts for the brand, including their first stage takeover at Wireless Festival, two years of collaborations with legendary sound system Rampage at Notting Hill Carnival and numerous events working with internationally acclaimed artists capturing live and legacy interviews, viral moments and playful content formats.

Some of the key +44 artist activations we've worked on include:

• +44 Presents 0121: Risky Roadz

• +44 Album Season - Lady Leshurr, Kojey Radical, Young T & Bugsey, Enny and Shakka

• +44 Podcast - Pride Panel, Live

• Ms Banks Christmas Single - 'On My Way'

• +44 Twitch Parties - AJ Tracey, Big Zuu, Central Cee, D Block-Europe, M Huncho, Miraa May, Cristale, Ms Banks, Dizzee Rascal

• +44 International Women’s Day Twitch with Mimi the Music Blogger, Nadia Khan, Enny, Br3nya, Grace Carter, Sian Anderson, Cristale, Kamile, Miss La Familia, DJ Kaylee Kay, Talia Mar and Nqobile

• +44 at Wireless 2023

• +44 Live: JAE5 and Friends

• +44 & Rampage at Notting Hill Carnival 2022 & 2023

• +44 at The Great Escape Festival 2022 & 2023

• +44 Performances with Giggs & Potter Payper, MIST, NSG, Sainte, Ghetts, Kano & Wretch 32, Midas the Jagaban, Enny, Cristale and BXKS