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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’

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
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