Behind The Campaign: Breathe

Australian electronic duo Breathe released their debut album, For Your Darkest Days, on 30 October. Except they were originally planning to just release singles; so the project shifted in the early stages to become both a catalogue campaign and a new album campaign with the involvement of music distribution and global artist services company Group Speed. Adrian Burke (Group Speed GM) and Jon Winchester (director of artist and label marketing) explain where they were able to swing into a full album campaign, why the goal of doubling their audience was about a doubling down on Spotify, where short-form video content set up long-form content, and how streaming algorithms were “hacked” and turned to their advantage.