Case Study: Charli Taft

UK / R&B

Charli Taft had written for LOONA, Taemin, Taeyeon, Red Velvet, and LE SSERAFIM — a songwriter credit list that would mean everything to a K-pop audience and almost nothing to UK R&B press. The campaign around her debut project DLUXLIFE had to work both angles without letting either one flatten the other.

The campaign leaned into the duality rather than resolving it. For UK R&B outlets, the focus was on DLUXLIFE as a statement of solo identity — a UK artist stepping out from behind the scenes. For K-pop press and communities, the songwriter credentials were the story, with her crossover into solo work as the hook. Reddit K-Pop's AMA series gave that angle a direct line to a highly engaged, already-invested audience.

Over 40 placements across Wonderland, Clash, VIBE, Esquire, Pop Crave, Songwriting, Mixtape Madness, and more.

Press Highlights Include