Alternative rap artist Hyphen approached us in the early stages of his career with the aim to get his music heard by the masses and we did exactly that. Within a few months, we’d secured national news features in the likes of Metro and London Evening Standard and Asian press across the globe.
We worked with Hyphen on the release of ‘We’re OK’, which told the story of his journey through depression and how rap music helped him with his mental health. We took this story to national newspapers in the UK and within weeks secured exclusive interviews with London Evening Standard and Metro, with a combined daily readership of 2.9 million.
Having been tipped as ‘The Future of British Asian Hip Hop’ by BBC Asian Network, Hyphen had a loyal Asian audience, so we focused on growth that further with Asian press. Exclusive interviews were organised with the likes of Eastern Eye, Desi Blitz and Asian Times Online and features ran on Asian World News and Sri Lanka Weekly.
We also focused on his genre, hip hop, securing coverage in Urban Vault, L’Art and The Fox.