In the 2020 pandemic, Selena Gomez had one of her most prosperous years. After recording her first Hot 100 No. 1 at the end of 2019 with the vulnerable ‘Lose You To Love Me’ post-breakup ballad, Rare became her third No. 1 title in early 2020, winning 703,000 equivalent albums to date, according to Nielsen Music/MRC Records. This bittersweet feeling, of course, says Gomez. I wanted to make sure that the album’s marketing was as intimate as the song was to her.
Rare’s January release and an album of artwork and merchandise that Gomez herself helped to curate. As the pandemic struck the United States in March, it released a new merchandise kit to empower the song. Dance Again with proceeds going to the MusiCares COVID-19 Relief Fund.
HBO Max cooking show
As is always the case, Gomez spent her most recent album campaign juggling many non-music projects, from the premiere of her HBO Max cooking show, Selena + Chef, in August to the launch of her Uncommon Makeup line in September to the shooting of her starring role in the forthcoming Hulu series Just Murders in the House.
Yet Interscope was on hand to help them both. If Rare Beauty rolls out a product launch, we’re plugging in our entire digital marketing team to make sure that her fans rally around that launch with the same enthusiasm as they would have for a music project,” says LaMotte.
The August announcement featured a multi-pronged campaign launch, with Serendipity’s custom-made ice cream flavour. Gomez revealed a brand this year as a shareholder and social gifts and a healthy ice cream truck carrying treats around Los Angeles.
It’s nice to know that Rare has become what it has become to me,” Gomez says. “And apparently I would like to say that it was the greatest album I’ve recorded so far. But that doesn’t mean I’m not going to test myself for the next one.