A campaign is a series of press articles and mixed media to publicize a new album or single from a music artist to an audience. This includes a more traditional media of physical advertisements such as billboards, appearances in relevant magazines and interviews or talks on radio stations. This is also more widely publicized by the artist themselves, who self-promote on their social media to their followers, this is extremely effective for well-known artists because they can automatically advertise to their direct audience, the people that follow them.
For Ariana Grande's album "Sweetener", her fourth studio album, she famously released the cover of the album in a series of instagram posts, which, when put together, created a picture on her instagram page. She also released the cover of her record in a similar fashion, with one long continuous post which showcased the front and the back of the record design.
Another popular thing artists can do reach larger audiences, is create filters on snapchat or instagram, that fans can use to interact with the song, which is linked. For Olivia Rodrigo's debut single, "Driver's License", fans could interact with a filter that matched the color of the other press photoshoots and music video.
Using TikTok, it is not much easier for unknown artists to become popular, sure to the algorithm of the app, videos can rack up millions of views extremely quickly. This is a newer way of popularizing yourself, and makes it much easier for self-made artists to skyrocket into popularity among younger audiences. Lyn Lapid, or LYN, created a 15 second video singing a tune she had invented, "Producer Man" and it gained over eight million views on the app. She has since then released two more singles and has a verification on Tiktok, as well as a Youtube channel with over 585k subscribers.
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