24kgoldn

24kgoldn

A young woman with curly hair sitting on the floor, listening to music on earphones, with various items including DVDs, a wallet, and a phone around her, in a room with a red sofa where five people are seated, a window with blinds, a lamp, a framed abstract painting, and a hanging paper lantern

Reinventing genre versatility with a tailored UK media strategy, keeping the momentum alive and audiences engaged across markets.

Case Study: 24kGoldn

USA / Hip-Hop / Pop

"Mood" reached number one in the UK. The work behind it was sustaining consistent press attention for a US artist who wasn't physically in the market, across a run of releases that kept shifting genre: hip-hop, pop, punk-adjacent.

The campaign was built around that versatility rather than in spite of it. Instead of trying to pin 24kGoldn to a single sound or scene, the pitching leaned into the range — targeting different outlets for different moments, building a presence that felt broad without feeling scattered.

Over 85 placements across NME, Hypebeast, MTV, Wonderland, Evening Standard, Notion, and more. A bespoke issue with Bricks Magazine gave the campaign a centrepiece beyond standard press coverage. And "Mood" — featuring iann dior — went to number one.

Press Highlights Include

A collage of various music and entertainment brand logos and names in black, white, and gray, including MTV, Dork, Pause Madness, Euphoria, Hyperbeast, Official Charts, and Wonderland, among others.