Rollout Roundup: Breaking Down the Best Rollouts of the Week - 10.11.24

This week we dive into the rollouts of Charli XCX, GloRilla, and Tyla.

Welcome back to Rollout Roundup, where I break down the best (and worst) marketing rollout moves of the week. If you’re new here, thanks for reading! My name is Olivia, and I own a music marketing company called Amethyst Collab, where I work with artists on creative rollout strategies with a focus on digital marketing. Let’s dive in!

Charli XCX - Brat (Deluxe) 

Strengths: The Brat album is the rollout of the year, with even the closest contender miles behind, so it’s no surprise this deluxe lived up to the hype. Announcing the featured artists with billboards in their hometown, followed up with extensive digital seeding, was a great way to merge Out Of Home and digital marketing. Charli and Troye Sivan, her co-headliner and friend, have also been having a blast on TikTok, which goes to show, you’re never too big to keep engaging on socials. Her early listening event, a DJ set in upstate New York, was a fun way to reveal what the new music sounded like just before it’s official release.

Room for Improvement: While Charli is on tour, I would like to see some more visual teasers for this album, and maybe some BTS and in-studio footage showing why she chose the vast range of collaborators on the deluxe. 

GloRilla - Glorious (Album)

Strengths: Loved the creative way GloRilla announced her features, by recreating her own album cover with their faces. Her social media presence is extremely strong, from TikTok trends to fun on Twitter and even a picture with Beyoncé this summer. There has clearly been a great strategic seeding push for GloRilla on social media, and it’s paying off. Her music videos have been great so far, engaging Sexyy Red and putting together visuals that are still fun, show her elevation as an artist. Overall, this rollout is a huge step up for Glo and ushers in a new era for the rising star, she is here to stay.

Room for Improvement: I still have the same note I had last time I reviewed a GloRilla release: her creative branding is missing. A strong creative director could help improve her visual motifs. 

Tyla - TYLA (Deluxe) 

Strengths: Another impeccable visual offering from Tyla. The album art and back cover creative were a great way to bounce off the original album art without straying too far. Her “tiger” pop up around New York City was a fun way to engage Out Of Home marketing. I also want to give Tyla her flowers for her recent PR moves. She has faced an unfair amount of vitriol online, as all women who quickly establish themselves as a force to be reckoned with do, and has handled it perfectly. Smart move, to refuse any clickbait questions and focus on your core messaging. She knows how to focus on her most devout fans, and that type of fan nurturing is going to take her very far.

Room for Improvement: The preview trailer for Push 2 Start, made from Macbook videos, was nostalgic, but didn’t do anything too out of the box digitally. I would have loved to see some strong lead up content from Tyla, who has quickly identified herself as one of the most exciting rising artists of the past year. Creative digital content post-release can make all the difference for this rollout.