Case Study: Nelson Freitas

Cape Verde / R&B / Afropop

A seventh album is a different kind of campaign. The artist isn't new, the audience already exists, and the press already has a fixed idea of who they are. The challenge isn't introduction – it's relevance. Making the case that there's a reason to pay attention now, not just out of legacy obligation.

Nelson Freitas is Cape Verdean, based in Portugal, and has built a career spanning over a decade across R&B and Afropop. The campaign was built around repositioning him on culturally relevant platforms for a new release cycle – not just maintaining existing coverage, but finding new angles and new outlets.

Soho Radio provided an anchor interview. Brand gifting from Levi's and True Religion extended the campaign into fashion territory, aligning him with labels whose cultural currency matched where he was positioning himself. Over 20 placements followed across Complex, Numéro, Wonderland, and more.

Press Highlights Include