Tok stars: Parlophone focuses on 'fan-first strategy' for campaigns

Andre Paine

Parlophone’s newly-promoted head of marketing Anya Du Sauzay has spoken about the label’s ambitions to build on its run of viral TikTok hits.

The Warner Music label has made an impact on the short-form video platform in the past year with S1mba, Masked Wolf, Ashnikko, Sam Ryder and Coldplay.

Artists have been offered guidance on how to maximise results from social media campaigns.

“It’s equally as important as all of the other functions the label is there to provide for ...

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