A lesson from Lewis Capaldi's album promo

Oct 24

There is a lot to learn about marketing in different industries. Even those that don’t seem to be relevant to your own industry!

Let’s take a look at Lewis Capaldi’s album promo and what important lessons it can teach you about marketing.

✨Here is a bit of background for you first… ✨

The Scottish sensation is back, with vocals that could make your mum cry and comedic timing that wouldn’t be out of place on Live at the Apollo.

It's this sharp sense of humour that endeared Lewis to the public, earning him over 3.4 million followers on TikTok. The Someone You Loved singer is as well-known for his brilliant sense of humour and self-depreciative jokes as he is for his incredible voice and lyrics.

And his approach to his album promo has been no different, catapulting him into the limelight once again.

To promote his new single, Lewis went all out – and stripped off to his underwear!

In a 2019 interview with Music Week, Lewis stated: "People in the music industry go, ‘The social media strategy is absolutely incredible, man’ and you’re like, ‘What f*cking strategy?! Do you think if there was a strategy I would be talking about my arse as much?!’ I post shi*e and I talk to people online – that’s all I do.”

Indeed, Lewis’s approach to social media is anything but polished - a far cry from the slick PR-approved presence of many of his industry peers.

But clearly, it’s done wonders to captivate the masses - even those that begrudgingly admit that they don’t like his music, but “he seems like a class guy.”

Why?

✨ Authenticity wins. ✨

Yes, we agree! It’s a marketing buzzword that prompts sighs and eye-rolls, but it’s true.

But we connect with real, genuine people and we can spot phoniness from a mile away.

When you strip it back, authenticity means being true to who you are as a brand or individual.

Why does authenticity matter so much?