How NCT 127 Turns Original Content Into a Winning Digital Marketing Strategy

The K-pop collective takes a more personalized approach to creative album promotion

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Generally speaking, today’s music superstars aren’t as quick to commit to the full promotional spread as they were ten years ago. The pre-release press tour of yesteryear, complete with talk show circuits or—fingers crossed—an SNL gig, isn’t totally extinct, per se. After all, Lil Nas X’s brilliant rollout for Montero and Adele‘s string of media appearances supporting her album 30 prove the spirit of the music PR strategy is still somewhat alive.

While the pandemic is partly to blame for the more recent decline in traditional marketing tactics (because it’s hard to book those up-close-and-personal interviews when it isn’t safe to get up close), previous hesitance seemingly links back to the rise of the surprise album drop and coy, scaled-back advertising.



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