Lab Rat – Single Campaign

Task

We were tasked with securing widespread digital media coverage for the release of Lab Rat’s new single, with the goal of building early momentum, increasing audience awareness, and positioning the track positively across key music platforms and blogs. The campaign needed to balance review-led credibility with news and feature placements, while continuing to pitch for additional coverage despite inevitable outlet declines.

What We Did

Our strategy focused on targeted outreach to music blogs, print publications, and online publications that align closely with the artist’s genre and audience. We prioritised outlets known for strong engagement and review influence, ensuring a steady flow of coverage around the release date.

Alongside securing published reviews and features, we actively negotiated additional placements to extend the campaign’s lifespan and reach. Where full reviews were not immediately available, we leveraged playlist placements and news coverage to maintain visibility and anticipation. At the same time, we continued pitching to a wide range of additional outlets to maximise coverage across the board.

Results

The campaign delivered a strong wave of positive digital press, including three standout single reviews going live within the first week, supported by additional news coverage across multiple music blogs. Notable published coverage included reviews from Wav.Max, Music Crowns, Hip Hop Eargasm, The Voice, and Punkio, alongside features on platforms such as Rotate Magazine, Flex Music, Tagg, and Curious For Music. As well as niche sites like Skope Magazine and Sonic Abuse, we covered a wide range of mainstream outlets like the high-traffic Music News, with these pieces also run across Yahoo and MSN.

We focused on securing important regional coverage, a highpoint being an interview with Yorkshire Times, which was syndicated across Lancashire Times, Cumbria Times, and North East Post.

One key highlight was Indiefferential Magazine, who not only confirmed an upcoming full single review but also added the track to their official magazine playlist ahead of publication, demonstrating strong early endorsement. Another highlight was a national print feature in Record Collector magazine, a key piece in our overall campaign.

In total, we successfully negotiated a further eight confirmed reviews and features, all expected to be positive, ensuring continued momentum beyond the initial release window. We maintained an active pitching process with numerous other publications to secure additional opportunities.

Overall, the campaign achieved consistent, positive exposure across respected music platforms, reinforcing credibility, expanding reach, and laying strong foundations for ongoing audience growth around the single release.