Case Study: ABSOLUTELY

RAYE's younger sister making her own music is a double-edged story. The connection opens doors — press already knows the family name — but it also creates a narrative gravity that pulls coverage in the wrong direction. The campaign for ABSOLUTELY was built around one clear objective: establish her as an artist in her own right, on her own terms.

The approach leaned into her live presence as much as her recorded output. Fifteen media attendees at London shows — including GQ UK and MTV UK — meant the coverage was grounded in what she actually does on stage, not just who she's related to. Her first cover feature came out of the campaign. Over 40 placements in total across Wonderland, tmrw, Notion, MTV, Euphoria, and more.

Press Highlights Include