Behind the Single: PinkPantheress, Ice Spice – ‘Boy’s a liar Pt. 2’

Understand elements of the campaign behind PinkPantheress’s ‘Boy’s a Liar’ and its sequel featuring Ice Spice, and how the Warner Records UK team turned it into an international hit. The insights were obtained first-hand from the team at Warner Records UK.

What You’ll Learn:

• How TikTok was utilised as a testing ground for new tracks, leading to successful user engagement and song promotion
• How an untraditional collaboration and strategic marketing tactics were employed to spark fan excitement and online conversation
• The unique and effective utilization of YouTube Shorts to expand reach to a new fanbase
• How a platform-specific approach in music marketing was used to maximize the song’s visibility across different social media channels
• Learn about the disruptive marketing approach designed to align with PinkPantheress’s and Ice Spice’s unique artist identities