Extrazen
Extrazen
Building support for his major label debut while positioning him as a credible new voice within underground and alternative scenes.
Case Study: extrazen
Objective
To build credible media support for Extrazen’s debut EP under Sony Music, embedding him within UK underground scenes to position him as a rising, tastemaker-approved artist with long-term potential.
Challenges
Shifting Contexts: Introducing a new artist identity while navigating the transition from bedroom producer to major-label debut, ensuring media perception remained authentic and rooted in culture.
Scene Alignment: Gaining buy-in from underground and tastemaker press without diluting Extrazen’s DIY credibility.
Approach
Focused on quality-first storytelling to frame Extrazen as a future-forward creative voice.
Positioned him within culture-driven spaces — targeting music, fashion, and alt-media platforms that align with his sonic and visual world.
Prioritised mood and tone in media angles to reflect the introspective and ambient nature of the EP.
Supported EP rollout with targeted press seeding, curated guestlist outreach, and strategic storytelling around his creative process.
Key Achievements
Secured over 30 media placements across digital and print platforms, as well as playlist placements.
Contributed to a 124% increase in monthly listeners on Spotify.
EP launch event held at Sony Music UK with exclusive coverage arranged with 82K, helping translate digital presence into real-world intrigue.
Client Impact
The campaign introduced Extrazen as a distinctive new name with cultural weight, building early momentum and credibility in spaces that matter — setting the foundation for long-term artist development.
