Madison Avenue Case Study

The Mission

Don’t underestimate me, Boy I’ll make you sorry you were born. Feisty lyrics from Madison Avenue’s iconic dance track Don’t Call Me Baby. They came to TEA to amplify the release of a new remix headlined by Mousse T. marking the 20th anniversary of the UK Number 1 track. The challenge was to reach a new Gen Z audience and rekindle the love from the original Madison Avenue fans. 

The Outcome

We pride ourselves on our ability to connect brands with influential industry shakers and relevant target consumers. We drew on all these great relationships to build and launch an integrated campaign to ignite international curiosity, transforming a retro track into a hit which spoke to music fans from every generation. 

The Impact

As press coverage, radio and streaming play took off, the track charted with number one positions in Australia, on beatport, traxsource and 9 million streams on soundcloud and 2.3 million listeners. Buoyed by the success of the Don’t Call Me Baby remix, Vicious Records are set to commission the next promotional campaign of the next remix with Patrick Topping. 

The Services

Consumer Press and Radio placement, Social Media Organic and Paid, Digital ad campaigns, Graphic Design,  email marketing campaign, Industry Promotion. 

The Fame

Press coverage majored on DJ titles like DJ Mag and international radio play from the BBC to Ibiza Radio. 

The Client View

“Matt and Sunita at The Everyday Agency simply get it… They understood what we wanted with our Madison Avenue campaign and nailed it… Super fast responses and regular communication only added positively to the experience. A great team.” John Course (Vicious Recordings) General Manager

“Matt and The Everyday Agency team have been amazing on the ‘Dont Call Me Baby’ campaign. As owner & head of A&R at Vicious we have worked with many PR / Promo companies, and TEA are by FAR the best we’ve worked with!!” – Andy Van – A&R Vicious Recordings