In the ever-evolving music industry, reinventing oneself is no easy feat. Natasha Hamilton, former Atomic Kitten star, has once again shown the world her ability to capture hearts, not only as a pop icon but as a solo artist embracing a new era of her career.
With the launch of her highly anticipated single Edge of Us on May 31, 2024, Natasha Hamilton partnered with Music Gateway for a multi-faceted music promotion campaign aimed at reintroducing her to both loyal fans and a new generation of listeners.
The Campaign Overview
As Natasha Hamilton steps into the spotlight as an independent artist, Music Gateway took charge of multiple promotion avenues to maximize her single’s impact. Our approach was comprehensive, designed to create momentum from the pre-release stage through to the single’s post-launch success. The core components of the campaign focused on:
- Spotify Fan Growth
- UK Radio Campaign
- Press and Media Appearances
- Full Distribution and Label Services
These promotional efforts aligned with Natasha’s powerful message: showing that a woman can simultaneously be a mother, wife, and businesswoman, while still pursuing artistic endeavors at the highest level. This message was especially resonant as Natasha’s comeback also represents empowerment for women in the music industry.
Pre-Release Strategy: Building Anticipation for Natasha Hamilton
To ensure Edge of Us made an immediate splash, we kicked off with pre-save marketing to build hype around the single’s release. This tactic was essential for securing early interest from Natasha’s fanbase and converting casual listeners into active supporters. Through our full distribution and label services, we guaranteed that the single was available across all major platforms, reaching Natasha’s fans worldwide without any obstacles.
The pre-save campaign ran for one month from the start of May 2024, and coupled with the campaign momentum from the initial 28 days post-release, had powerful results:
- 5,000+ visits to the release link – 79% of this number was from the UK & Ireland
- 2,000+ click-throughs – notably 50% to Spotify, 28% to Apple Music, with the remainder to various other streaming platforms
- More than 370 items sold (this includes follow-throughs to pre-save/pre-add/download of the song via the release the link, not overall sales from other sources)
Simultaneously, Apple Music gave the single a significant boost by featuring it in their coveted New in Pop playlist. This editorial support from a leading streaming service provided not just credibility but access to a global pop-loving audience, ensuring the single had maximum exposure.
Release Day Success: Charting and Streaming
The payoff of our pre-launch efforts was evident on release day. Edge of Us landed in the Top 20 of the iTunes Chart, an achievement made even more impressive considering it was an independent release. This early chart success was a direct result of the focused promotion and fan anticipation we built in the lead-up to the single’s launch.
The streaming metrics told a similarly strong story. We secured over 75,000 organic streams through placement in trusted curator playlists on Spotify, helping Natasha Hamilton’s music reach fresh audiences and maintain momentum on the platform. The strategy of focusing on quality playlists ensured that the streams came from genuine listeners who were likely to engage further with Natasha’s music, rather than passive or disinterested users.
UK Radio and Media Blitz: Expanding the Reach
Our UK Radio Campaign played a critical role in broadening the reach of Edge of Us. Securing interviews and airplay on notable stations like BBC Merseyside, BBC Wales, BBC Ulster, and BBC Scotland brought Natasha’s music directly to her core UK audience. These radio appearances allowed Natasha Hamilton to not only promote her single but also reconnect with her fans, reinforcing her presence in the UK music scene.
In addition to BBC stations, we extended Natasha Hamilton’s reach through appearances on Gaydio, Gorgeous Radio, In Demand, Happy Radio, and Amazing Radio. This diversity of platforms ensured that Natasha’s new sound was heard across a broad spectrum of listeners, from mainstream pop fans to niche and regional audiences.
Press and Podcast Features: A Personal Touch
Beyond radio and streaming, connecting with audiences on a more personal level was a major focus of the campaign. Natasha Hamilton’s appearances on notable podcasts such as Mum’s Without Makeup on BBC Sounds and The David Potts Podcast allowed her to share her journey, not just as a singer but as a mother and businesswoman. These platforms provided Natasha Hamilton the opportunity to dive deeper into the inspiration behind her music and her renaissance, connecting with listeners in a relatable, authentic way
The campaign featured interviews and press articles that allowed Natasha Hamilton to discuss her journey from Atomic Kitten to her solo career, her new music direction, and her life beyond the stage. These features served to humanize Natasha’s story and broaden the narrative beyond her music, presenting her as a multi-dimensional artist and individual.
The Results for Natasha Hamilton
The Edge of Us campaign yielded outstanding results, making Natasha’s comeback as a solo artist not just a revival, but a triumph:
- 5k visits to the pre-sale link and 2k click-throughs in Spotify, Apple Music and other DSPs
- Top 20 placement on the iTunes Chart on release day, reflecting strong initial fan engagement.
- 75,000+ organic Spotify streams, driven by placements in high-quality playlists.
- Broad UK radio coverage through BBC and niche stations, reinforcing Natasha’s presence across the UK.
- Press and podcast features that connected Natasha Hamilton with her audience on a personal level, enhancing fan loyalty and engagement.
Overall, the campaign served to position Natasha Hamilton as a powerhouse solo artist in the contemporary pop scene, ready to take her career to new heights.
About Natasha Hamilton
Natasha Hamilton’s career is certainly star-studded. With Atomic Kitten, she has sold over 10 million albums worldwide, garnered several UK #1 singles, and performed at prestigious events including the Queen’s Golden Jubilee. In 2021, the band reunited with their hit single Whole Again, becoming the unofficial anthem of England football fans during Euro 2020.
Natasha’s versatility extends beyond the music stage. She made a bold transition to musical theatre, landing lead roles in acclaimed productions such as the West End’s Blood Brothers and the Tony Award-winning musical Rent. Her TV appearances, including starring in ITV’s The Real Housewives of Cheshire, have only added to her enduring popularity.
Beyond her music, Natasha Hamilton is committed to showing women everywhere that they can balance motherhood, career, and creativity, becoming a role model for empowerment in the modern world.
Closing Thoughts on our Campaigns with Natasha Hamilton
Working with Natasha Hamilton on her solo comeback has been an absolute pleasure for the Music Gateway team. Her artistry, professionalism, and dedication have made this campaign a rewarding experience. It’s always inspiring to collaborate with artists who are passionate about their craft, and Natasha’s drive to reconnect with her audience as an independent artist speaks volumes about her commitment.
At Music Gateway, we’re dedicated to supporting artists like Natasha Hamilton and helping independent musicians make their mark in the industry. Whether you’re looking to grow your fan base, secure radio play, or build a strong media presence, our services are tailored to meet your needs and take your career to the next level. We’re here to help artists realize their full potential, no matter where they are in their journey.
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