US singer-songwriter Alex Warren first came to prominence as a founding member of The Hype House, the TikTok-centric creator group based in Los Angeles. From here he started releasing music and signed with Atlantic Records. Torsten Luth (EVP of international at Atlantic Music Group) and Hope Bozzo (senior marketing manager, EMEA regional marketing at Warner Music Group) explain how the Nordics became a trigger territory, where a steady run of singles built momentum into the global success of ‘Ordinary’, and why content was based around personalisation and localisation.
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