Babyface | Nottingham Agency

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OVERVIEW

Kenny “Babyface” Edmonds, the 12-time Grammy Award-winning singer-songwriter and producer, wanted to reinvigorate his career and connect with a new generation of fans. With a storied career as one of the music industry’s most influential and successful figures, Babyface was looking to create a new, compelling brand identity that would resonate with a younger, contemporary audience. Despite his iconic status, Babyface was eager to connect with this demographic in a meaningful way.

CHALLENGE

Babyface's challenge was to reintroduce himself to the music world and capture the attention of a fresh, young audience. This was no small feat, as his renown was largely built on his behind-the-scenes work as a producer and songwriter, rather than his own performances. To truly connect with this new demographic, Babyface had to reimagine his public persona and create a resonant link with the ever-evolving preferences of today's music enthusiasts.

SOLUTION

Babyface along with music executive Rika T’s solution was to work with the new generation of female R&B singers, who not only had the right sound but also the right look and style to appeal to the urban hip generation. By collaborating with these artists, Babyface was able to create the album "Girls Night Out" which served as the perfect platform to reintroduce himself to the contemporary music scene. The album was accompanied by a comprehensive rebranding campaign that included a variety of non-music verticals, such as lifestyle and fashion. The campaign included strategic media placements, coordinated artist features, exclusive interviews and other promotional activities. The campaign was a huge success, with Babyface securing editorial features, appearances at New York Fashion Week, performances on late-night and daytime TV, and coverage in The New York Times and V Magazine. His comeback reached new heights with unforgettable an Super Bowl performance, chart-topping success with “as a matter of fact,” and two Grammy nominations for his single “Keep On Fallin’” and for the full-length “Girls Night Out” project.

OUTCOME

"Girls Night Out" debuted at number one on Media Base. Babyface’s single "Keeps on Fallin", featuring Ella Mai, was nominated for a Grammy in 2023. The album was nominated for a Grammy at the 2024 Grammy Awards. The publicity campaign generated significant press coverage in a wide variety of media outlets, and introduced Babyface to a broad audience that included young professionals, millennials, urban and suburban residents, African Americans, and music enthusiasts of all ages. The publicity strategy was executed with a high level of precision, and it successfully repositioned Babyface as a modern-day music icon, and reconnected him with fans from previous generations.