Case Study: extrazen

Portugal / Alternative / Electronic

Extrazen's debut EP under Sony Music needed to land in a specific way: credible, scene-rooted, not over-polished. A Portuguese bedroom producer making the transition to major label is a story that can easily tip into the wrong register if the press angles aren't handled carefully. The HBPR campaign was built around keeping the authenticity intact while opening up new audiences.

The pitching focused on culture-driven outlets across music, fashion, and alternative media – places where the mood of the EP would resonate rather than outlets that would cover it out of obligation. HBPR conceived and produced an EP launch event at Sony Music UK, with exclusive coverage arranged with 82K – grounding the digital campaign in a real-world moment. grounding the digital campaign in a real-world moment. A 124% increase in Spotify monthly listeners followed across the campaign period.

Over 30 placements across 1883, Songwriting, Ones to Watch, Luna Collective, United By Pop, and more.

Press Highlights Include