Case Study: only fire

Croatia / Electronic / Queer Club

Only Fire's campaign for Sex Demon was built around a deliberate tension: an artist operating in explicitly niche, underground territory making his first move with a major label behind him. Getting scene-rooted outlets like Resident Advisor and Mixmag to engage with an artist on a major label campaign required pitching that felt genuinely culturally fluent, rather than commercially driven.

The HBPR campaign was structured around that distinction. Rather than broad outreach, it ran in chapters – each release moment approached as its own editorial opportunity, with pitches tailored by vertical. Electronic press received production and live context. Queer media received identity and community angles. Fashion and culture titles received the visual world and brand associations.

Resident Advisor, Mixmag, Wonderland, Schön!, BUTT Magazine, RED-EYE, and Heds carRADIO all followed. Email open rates on EP preview outreach hit 60%+, with repeat engagement from DJ Mag, i-D, British Vogue, Attitude, and 10 Magazine.

Press Highlights Include