Tomora's mystery launch and breadcrumbing

Ep 173: We're refreshing Focus (or should that be re-Focusing?) for our many music marketing listeners – we'll now be publishing regular episodes that spotlights recent excellent music marketing work. We're calling it "Genius Steals", so get ready to be inspired as regular host Joe Sparrow asks the stupid questions to Music Ally's marketing expert Marlen Hüllbrock.

She'll explain why a bunch of great campaigns caught her eye recently, including a Lily Allen USB stick that you might get behind, Sleep Token's colouring book, The Kinks' tea, and lots more. Also: is Marlen smug about her Spotify Wrapped Age? (Yes, she is.)

It's ideal for anyone who wants to get up to speed quickly and be inspired by* good recent marketing ideas.

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Music Ally's team is constantly on the lookout for the latest and greatest music marketing campaigns. download - for free! - our huge Campaigns of the Year report for 2025 here: https://musically.com/best-music-marketing-campaigns-of-the-year

And dig into all our marketers' resources right here: https://musically.com/marketing-insight

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Here's a load of links to all the stuff Marlen mentioned:

Lily Allen (https://www.instagram.com/p/DRzjmtIjOGF/?igsh=dGttbWc0bTdpYnRl)
• Lily Allen (https://lilyallen.tmstor.es/product/west-end-girl-usb-nrd)

• Fred again.. (https://www.reddit.com/r/fredagain/comments/1pdi19n/usb_necklace/)

• TOMORA (https://www.instagram.com/tomora)
• TOMORA (https://soundcloud.com/tomoraofficial/ring-the-alarm?si=6d087a14f2ca44bf9ef224a0fb000418&utm_source=clipboard&utm_medium=text&utm_campaign=social_sharing)

• Sofi Merone (https://www.instagram.com/reel/DRzsZJYDZc1/?igsh=YTR2eGg0MW1zNmkx)
• Sofi Merone (https://www.instagram.com/reel/DR78m79jdJV/?igsh=dGF4YjkwYzA1eHcy)

• SAILORR (https://www.instagram.com/p/DR5k_JMASWs/?igsh=dW4waWV4eWxkc2R1)

• The Kinks (https://thekinkstea.com/?srsltid=AfmBOopokPr8qjspz3-4VY96ARYCj5VpGMKLREN4_TeWaPYV2rW7k4Hg)

• berlioz (https://krankbrother.seetickets.com/event/berlioz-presents-deep-in-it/finsbury-park/3560930?pre=pre&utm_source=substack&utm_medium=email)

• JADE (https://www.reddit.com/r/popheads/comments/1peg1x8/jade_thats_showbiz_baby_the_encore/)

• Sleep Token (https://www.billboard.com/music/music-news/sleep-token-coloring-book-even-in-arcadia-album-1236130093/)

• Eli (https://vm.tiktok.com/ZNRLC713Y/)
• Eli (https://vm.tiktok.com/ZNRLXJBuq/)
• Eli (https://vm.tiktok.com/ZNRLXNhNQ/)

• Gunna (https://www.instagram.com/p/DR2nl-eEZcC/?igsh=MTU4Yzk3M2kwcWp0ag==)

• Katseye (https://www.instagram.com/p/DRiQpMvDyS8/?igsh=MW00dHQ4eWE3YXJoNQ%3D%3D)

*genius steals, remember