Jade Thirlwall was a member of British pop group Little Mix (who released six albums between 2012 and 2020). Operating under the mononym Jade, she released her first solo single, ‘Angel Of My Dreams’, in July 2024, building to her debut solo album, That’s Showbiz Baby!, in September 2025. Will Stevens, head of marketing at RCA Records, and Holly Stevens, head of digital at RCA Records, explain how news of new music was “leaked” under an alias, why a fluid release strategy mixing focus singles and other tracks showcased the breadth of the album, where a variety of collaborations opened up new audiences, and why balancing the expected with the unexpected was the underpinning philosophy of the campaign.
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