Case Study: KING

India / Hip-Hop / Pop

Getting Western press to care about a Hindi-language artist they've never heard of, ahead of a first international tour, is not a straightforward brief. There's no existing frame of reference, no prior coverage to point to, and the artist isn't physically in the market. That's where the work starts.

The campaign for KING was built around his first international tour and album release. The goal was simple in theory: establish him as a credible global name in UK and US media before audiences had a chance to encounter him live.

The cultural translation piece mattered here more than most. KING's music sits at the intersection of Hindi lyricism and contemporary pop production — familiar enough in sound to cross over, distinct enough in identity to warrant genuine editorial interest. The pitching reflected that: not softening the origin story, but finding the angle that made it relevant to publications that don't routinely cover South Asian artists.

Rolling Stone US followed. So did a GRAMMYs Global Spin performance, ET, MTV, Billboard, Evening Standard, Wonderland, Pop Crave, and Official Charts — over 25 placements in total, with an estimated reach exceeding 1 million.

Press Highlights Include