Lauryn Hill - Case Study
Hip-hop queen and international soul sensation Lauryn Hill is an ‘artist’ of the truest type, inspiring millions as a singer, songwriter, rapper, producer, musician and film actress. Ms. Hill early established herself as one of music’s most brilliant vocalists while performing in The Fugees, with songs such as “Killing Me Softly with His Song” solidifying the singer’s worldwide acclaim.
Back to Case StudiesMs. Lauryn Hill's career as a solo artist began in 1998 with the release of her six-time platinum The Miseducation of Lauryn Hill, a neo soul masterpiece which by the end of the year topped virtually every “best of” list in the industry and took home a staggering five Grammy Awards.
Campaign Details
Ms. Lauryn Hill's incredible career as a solo artist began in 1998 with the release of her six-time platinum The Miseducation of Lauryn Hill, a neo soul masterpiece which by the end of the year topped virtually every “best of” list in the industry and took home a staggering five Grammy Awards - Album of the Year, Best New Artist, Best Female R&B Vocal Performance, Best R&B Song ("Doo Wop (That Thing)") and Best R&B Album - establishing Lauryn Hill as the first woman to ever win five of the awards in a single year.
The Project
Ms. Lauryn Hill was seeking representation in selected areas and contacted AMW to provide services that included talent booking, sponsorships and consulting. Initial goals were to tour select markets that had not previously been played.
Planning & Process
The planning stage consisted of developing proposals and talent avails memo's for prospective clients in select markets. This process was followed by securing concert performance engagements in various territories in the United Stations and in overseas markets. We also engaged our media contacts for buzz generation.
The Results
After some time away from the spotlight Ms. Lauryn Hill secured engagements and appeared at distinguished events for exclusive performances. New demand followed with a stream of opportunities in Europe, America and Asia.
Workflow
1. Research
We identify areas that may need improvement.
2. Development
We develop a custom project strategy.
3. Execution
We oversee projects until successful completion.
4. Polish
We review results and make adjustments.
