Note 4: Now This is What I Mean
Stormzy this, Stormzy that...highlighting the best of this album release
- Outline of this week’s newsletter -
A quick note on - what’s upcoming in the first 1/2 of December and what’s being talked about now - spoiler not much
The main event - Stormzy’s 3rd studio album ‘This is What I Mean’ is out today - highlighting the most standout marketing efforts from Beta Squad video to the This Is What I Mean House pop up
Hot on the horizon - December ❄️🎄
Dec 2nd (🍿Film): ‘Violent Night’, starring Stranger Things’ David Harbour, is in cinemas on the 2nd. A gory, festive kidnapping to kick off the month!
Dec 2nd (🎧 Music): Olly Murs - Marry Me album released.
Dec 7th ( 📺 TV): Too Hot To Handle Season 4 drops on Netflix UK…I’m really digging deep.
Dec 9th (🍿Film): Letitia Wright returns to screens in ‘The Silent Twins’ a retelling of the heart breaking true story of twins June & Jennifer Gibbons who only spoke to one another.
Dec 9th (🎧 Music): A Boogie wit Da Hoodie - Me vs Myself album released.
Dec 16th (🍿Film): The sequel 13 years in the making of Avatar, ‘Avatar: The Way of the Water’, is out. It’s 3 hours 10 minutes long so…
Happening Now: Rizz is taking over TikTok (again). Kevin is the viral face (opinions are very divided) on his ‘rizz’ | Ashley Tisdale and Austin Butler are distant cousins | Jenna Ortega star of Netflix’s Wednesday proves she’s perfect for the role after she admitted to performing animal autopsies (not live) as a child | Lots of Football & Thanksgiving
Main Event: This is What I Mean - Stormzy
* Yes, this has become a Stormzy Fan newsletter*
From the release of the start-studded ‘Mel Made Me Do It’ video two months ago, it’s been Stormzy’s world and we’ve all been living in it 🤷♀️
‘This is What I Mean’, the third studio album from Stormzy, was announced on October 12th and since then the rollout has been one of the best we’ve seen this year (biased). There’s too much to cover in detail so I’ve highlighted my favourite aspects and why I think it works for his audience.
1. Beta Squad video guest appearance
Beta Squad are a YouTube group, founded in 2019, with 4.5M subscribers. Made up of five members - Sharky, AJ Shabeel, Niko Omilana, Chunkz and King Kenny TV, who both separately and as a group are renowned in UK pop culture (Niko famously ran for London Mayor just because).
Stormzy appeared in their ‘Guess the Rapper’ video last month, a video that now sits at over 7.6 million views in a matter of weeks.
Why this works for Stormzy’s audience: Beta Squad are big with young audiences, especially those that are Black/Asian and London/city based. Subscribers to Beta Squad are fans of the genre (Rap, Hip-Hop & RnB) and Stormzy. If not fans then aware and indifferent. This personality driven piece didn’t feature any direct promo and came off authentic and fun, turning cynics into potential fans and cementing the love for audiences who love both Stormzy & Beta Squad.
2. This is What I Mean Day Festival
Stormzy announced his sole live performance in 2023, a headline slot at ‘This Is What I Mean Day’ Festival at All Points East next summer. The line up will be curated by him and promises to be ‘a special day full of incredible artists and music and vibes.’
Why this works for Stormzy’s audience: All Points East line ups in the past have seen everyone from Pa Salieu to Bombay Bicycle Club, Lorde to Little Simz. Whilst Beta Squad appealed to a more Rap/Hip-Hop/RnB audience, a core for Stormzy, All Points East is made up of the Indie/Pop audiences that have contributed to his mainstream commercial success.
3. This is What I Mean House Pop Up Event
Signings, Live conversations and an Immersive listening experience (to hear the album as it was intended to be heard). Tickets for Stormzy and Amazon Music’s 44+ event sold out in minutes.
Why this works for Stormzy’s audience: Tangible. Intimate. Fan to Fan. Fan to Artist. We love digital, but sometimes nothing beats unplugging and getting personal with other flesh and bone human beings.
4. Launch of Merky FC Initiative and work with Adidas
Championing Black young people in Football careers off the pitch and featuring in Adidas latest ad with footballing legends in the run up to World Cup, is both well timed and necessary.
Why this works for Stormzy’s audience: Philanthropy, not linked to a release creates positive associations with Stormzy’s name, especially in the Black British community - for which he does a lot.
Football fans and Rap lovers have long overlapped and increasingly artists are working with commentators, brands and media outlets in the sport in creative and interesting ways. Stormzy himself being a fan makes this feel genuine and close to his heart.
Last, but not least one that isn’t confirmed so gets no heading - the ‘supposed’ rekindling with ex-girlfriend Maya Jama. Fans are so invested in their relationship and were gutted when they parted ways in 2019.
The two have recently been ‘spotted’ at events being friendly, which isn’t much at all but for starved fans this is just the news they needed to hear and adds to the conversation and buzz around him.
With this album Stormzy has emphasised his love of music and the art behind it. He has said he’s not a ’calculated mastermind’ switching styles to wow critics and defy xyz, but rather a genuine lover of different genres, making art because he loves it.
You can feel the love radiating through many aspects of this campaign, from intimate chats about the craft with Louis Theroux and Trevor Nelson, to the beautiful ‘Cast List’ video showing love for his collaborators in this journey and in the music itself.
Can't wait to see the reception over the next few days.
Let me know your thoughts on it - don't be surprised if I fight though.