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Case Studies

Natalie Shay – Milk (EP)

Photograph of the blog post author, Ryan Cahalin

Ryan Cahalin


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Our breakdown of Natalie Shay’s Music Promotion Campaign across 4 singles for her latest LP ‘Milk’

Natalie Shay

Over the last few years, North-London hailing Indie-Pop artist Natalie Shay has been building an ever-growing presence, media acclaim & loyal fandom through her infectious releases, storytelling & explosive live performances. Earlier this year, Natalie Shay released her 6-track LP ‘Milk’ with each track exploring different key feelings and experiences sensed when writing in lockdown during the COVID-19 pandemic. With four videos accompanying the singles of the EP, we focused our attention on delivering a visual-centric campaign whilst supporting with our extensive playlisting services on Spotify. 

In collaboration with Natalie’s team, we focused on promoting key singles ‘Medicine Boy’, ‘New Wave’, ‘Two Sparks’ & ‘Heaven’ across Spotify, Social Media & YouTube. 

Check out our results for Natalie’s campaign with us on the LP:


  • 130k+ total streams 
  • 75% increase in Spotify Followers
  • Support from Spotify Editorial Playlists & Ones To Watch
  • 30.1% increase in monthly listeners
  • 28 Playlist adds


  • 500k+ reach
  • 23.1% increase in YouTube subscribers
  • 89.2K YouTube views
  • YouTube Playlisting
  • Custom Asset Creation

More About Natalie Shay

Natalie Shay is a British singer-songwriter who has been making waves in the music industry with her unique blend of pop and rock music. She first gained attention with her debut EP “Oh, It’s You” in 2017, which was followed by her second EP “Naked” in 2018.

Shay’s music is characterized by her powerful vocals, catchy melodies, and honest song lyrics that explore themes of love, heartbreak, and self-discovery. Her sound is often compared to that of classic rock icons such as Stevie Nicks and Fleetwood Mac, as well as modern pop-rock artists like Halsey and Taylor Swift.

Her Achievements

Shay consistently captivates global audiences, drawing attention from renowned publications like Billboard, CLASH, and The Line of Best Fit. Featured on Spotify’s New Music Friday playlist in 12 countries, Shay has accumulated hundreds of thousands of streams overall.

Additionally, Natalie Shay collaborated on EDM tracks with renowned artists such as Grum and Kryder, accumulating over 7 million streams so far. In 2018, she joined the UK Eurovision Competition jury. Undeniably, she is a formidable talent in the industry.

Closing Thoughts

In addition to her music, Shay has also gained a reputation for her energetic live performances. She has played at numerous festivals and venues across the UK, including The O2 Academy in Islington and The Camden Assembly.

Shay’s success has not gone unnoticed, as she has been recognized with several awards and nominations. In 2018, she won the “Best Undiscovered Talent” award at the Unsigned Music Awards and was nominated for “Best Female Solo Act” at the Live Music Business Awards.

With her talent and determination, Natalie Shay is poised to continue making a name for herself in the music industry and become a household name in the years to come.


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