Case Study: Selin

Türkiye / Pop

Selin's position is genuinely unusual — Türkiye-born, UK-based, making pop music that carries both identities without leaning entirely into either. That dual presence is an asset, but it requires careful handling in Western press. Pitch her too heavily as a Turkish artist and UK outlets lose the thread. Pitch her purely as a UK pop act and you lose what makes her interesting.

The campaign was built around that balance. The objective was to introduce her to UK and US media from the ground up — no prior coverage, no existing relationships with press, starting cold in both markets.

The approach focused on finding the publications most likely to respond to an artist with that kind of cross-cultural identity — outlets that cover pop through a cultural lens rather than a chart lens. Rolling Stone, Clash, and Wonderland all followed, alongside over 30 placements in total reaching an estimated 500K.

Press Highlights Include