Silly Boy Blue

Silly Boy Blue

A woman with black hair and fair skin, wearing a cream-colored, open-weave dress with reconstructed fabric and matching gloves and stockings, sitting on the floor against a dark blue background.

Expanding from local success to global recognition, building momentum with a strategic media campaign ahead of her album launch and UK festival appearance.

Case Study: Silly Boy Blue

France / Indie / Alternative

Silly Boy Blue had built a genuine following in France. The challenge was translating that into UK press attention ahead of her debut album and first UK festival appearance — two moments that needed coverage to land simultaneously, for an artist most UK journalists were unfamiliar with.

The campaign focused on outlets that respond to visual identity as much as sound. Silly Boy Blue's aesthetic — goth-leaning, fashion-forward, distinctly European — gave the pitching a clear angle. Wardrobe gifting from Dr. Martens and Killstar wasn't peripheral to the campaign; it was part of how the story was told.

40 placements followed across Wonderland, Rolling Stone, Official Charts, Ones to Watch, Noctis, and more. The festival appearance landed with press in place, and the album launched with a UK media footprint that hadn't existed six months earlier.

Press Highlights Include

Collage of logos for Dr. Martens, AirWair, and eone watch with Rolling Stone logo and text, alongside the phrase 'KIMSTYA'.