Freya Ridings
Freya Ridings
Navigating second album expectations while maintaining momentum from a successful debut and securing sustained media support.
Case Study: Freya Ridings
UK / Singer-Songwriter
The second album is always the harder campaign. The debut built the audience and set the expectation — Blood Orange had to meet it without repeating it. That's a different kind of pressure to manage in press, and it requires a different approach to pitching.
The campaign focused on the evolution of Freya's sound, rather than a straight continuation of her debut narrative. The goal was coverage that reflected where she'd arrived as an artist, not just where she'd come from.
60 placements across Rolling Stone, Billboard, The Independent, The Telegraph, Wonderland, Dork, Notion, and more. The coverage spanned deliberately; Freya's audience isn't one thing, and the campaign didn't treat it as such. Multiple positive album reviews contributed to Blood Orange entering the UK charts at Top 10 – a result that speaks to both the quality of the work and the press momentum built around it.
