Campaign Tracking: FKA Twigs “EUSEXUA”
Young and Atlantic Records
(Release date: 24 January 2025)
EUSEXUA is the third studio album by English artist FKA Twigs, released on 24 January 2025 through Young and Atlantic Records. The 11-track project, inspired by the rave scene in Prague, blends industrial techno, ethereal vocals and raw club energy.Its visionary rollout masterfully communicated the philosophy of EUSEXUA and Twigs herself, solidifying her position as an interdisciplinary artist—expanding beyond music into art, fashion, and dance.
“Eusexua is a practice. Eusexua is a state of being. Eusexua is the pinnacle of human experience”
Main takeaways from EUSEXUA you can apply right now:
- Successful authentic strategy is built on the real life and values of the artist – Eusexua is a clear example of how Twigs’ lived experience shaped a campaign that communicated not just an album, but a whole philosophy.
- Symbols over explaining: Think in taglines, visuals, and language that stick. What are the main symbols that define the world you’re building?
- The marketing strategy can start earlier than social media teasers – The seeds of Eusexua were already sown in late 2023 through live shows, BTS moments, and subtle hints.
- Collab, collab, collab (but with intention): Unexpected cameos have become key moments in recent campaigns—most impactful when they naturally fit the larger narrative.
- Values/message first, campaign second: Start with the artist’s message and build the world around that. It keeps every element aligned.
- Own the in-between: Positioning a project between unexpected spaces (e.g. rave + fine art) makes it more unique and helps reach new audiences. Ask what else your fans are into and meet them there.
Early mentions
Valentino Womenswear’s Spring/Summer 2023 Paris Fashion Week “Unearth Her”
1 October, 2023: The first time the world heard the music Twigs has been developing with Koreless for her third studio album was at Valentino’s Paris Fashion Week show, where Twigs acted as a creative director and performer.
Interview with British Vogue April 2024 and first mentions of Eusexua
14 March: FKA twigs appears on the cover of the April 2024 issue of British Vogue, where, in the interview, she mentions the concept of Eusexua for the first time. Explaining it as “the sensation of being so euphoric that you transcend human form,” she shares how it was inspired by her experience of the rave scene in Prague, where she had relocated to star in “The Crow” in 2022. She doesn’t describe her next project as a dance album but rather as “a love letter to how dance music makes me feel,” already hinting that fans are about to receive something intimate and different from a classic dance record – a feeling.
Social media early mentions
Throughout 2022 and 2023, FKA twigs continued to share occasional social media posts featuring behind-the-scenes photos and videos of her creating the album, often wearing unusual facial makeup that closely aligned with the visual identity of the not-yet-announced project.
30 August: Twigs shares a glitchy edit of herself shaving her head with a short instrumental preview of the lead single from ‘EUSEXUA’ – signaling the beginning of a new era for her and her music.
By teasing her project early, she gave listeners something to look forward to and speculate about while she works on it.
The Crow
20 August: FKA Twigs attended the premiere of “The Crow” – the film she starred in – wearing an unusual hair accessory atop her half-shaved head, grounding the visual identity of her new era. This bold look quickly caught the attention of media outlets and culture pages.
The timing of the movie’s release, coinciding with the “EUSEXUA” pre-release strategy, helped generate additional publicity and reach a wider audience. Although the movie wasn’t directly linked to the “EUSEXUA” and doesn’t feature any of its music, Twigs frequently mentioned the role the film played in shaping the concept and visual aesthetics of the project, especially its gothic and surreal elements.
The aligned aesthetics and dark, transformative themes of both the film and the album increased the likelihood that viewers of “The Crow” could be drawn to the upcoming release.
Exclusive listening party in New York
20 August: FKA Twigs shares photos from a private listening party in New York, where she presents her third studio album to an invited group of creatives. Several guests posted their impressions online, including Julia Fox, who described the project as “truly magical” in her Instagram story. One of the guests was the “THE New York Downtown IT-GIRL” Linux who also shared her experience on X.
Pre-release campaign
“Have you experienced Eusexua?”
3 September: FKA Twigs shared a teaser titled “Have you experienced EUSEXUA?” – the first video content from the official rollout of her third studio album. The video introduced the feeling of EUSEXUA and featured models and It-girls Amelia Gray and Alva Claire, along with other musicians and creative public figures. The caption included the mysterious date 13.09.2025, hinting at the upcoming release.
On the same day, she shared an X post explaining what EUSEXUA means to her and how she has been developing this practice over the years.
Around the same time the artworks “Have you experienced EUSEXUA?” appear on the streets of London.
“The Body Is Art” brand collaboration with ON and LFW performance
3 September: FKA Twigs shared a collaborative post with sportswear brand ON, announcing their new training collection titled “Body is Art”. The campaign featured videos where Twigs opened up about her approach to training and how physical movement has become central to both her well-being and artistic expression.
The collaboration with the sportswear brand further solidified the role of dance and movement in the “EUSEXUA” campaign.
16 September: Twigs performs unreleased tracks “Room of Fools” and “Girl Feels Good” as part of “The Body Is Art” performance with ON during London Fashion Week. The fans quickly pick up on the unreleased music and the snippets start circulating on the internet.
First single release “Eusexua” + Pre-order start
4 September: FKA Twigs shared the artwork along with the lyric line from the lead single of Eusexua: “Do you feel alone? You’re not alone,” with the release date set for 13.09.2025.
13 September: The release of the lead single Eusexua alongside the premier of the official music video, directed by Jordan Hemingway. The videoclip features the lead single “Eusexua”, combined with “Drums of Death” – another track from the album.
The 8-minute music video set a high standard for the project’s visuals, combining choreography, cinematic quality, and symbolism that caught the attention of the media.
At the end of the video, a title screen flashed with the words: “EUSEXUA is a practice. EUSEXUA is a state of being. EUSEXUA is the pinnacle of human experience.” The pre-order for the album, along with CDs and vinyl, became available through her official website, with the caption announcing that the album would be released on January 24, 2025.
The Eleven: Performance and Exhibition
14 September: Right after the release of “EUSEXUA” lead single and music video, “The Eleven” — a performance and exhibition by FKA twigs — opened at Sotheby’s. The exhibition featured a live performance where Twigs and 11 “movers” introduced a system of 11 movements, each corresponding to one of the 11 wellbeing principles she had cultivated over the past years on her journey to self-healing. “It’s a simple system, it’s for everybody,” Twigs said, encouraging Twiglets to try it themselves.
The exhibition also included sketches from her notebooks, detailing the years of development of “Eusexua” and “The Eleven”, offering fans a glimpse into Twigs’ mind and creative process, along with polaroids and prints.
It further positioned “EUSEXUA” at the intersection of music and philosophy, providing fans with a tangible way to access their own state of EUSEXUA.
Pre-release of vinyls with collectible items
25 September: FKA Twigs shared the official artwork of the album and announced another “offering” to her audience – the pre-release of vinyls with unique collectible items (postcards, stickers, stencils etc.).
To make her merch even more personal and strengthen the connection with her fans, FKA Twigs is offering two special vinyl editions on her official website. One is for Discord subscribers, and it comes with an exclusive 24×36 inch poster featuring the names of Discord members. The other edition is only available for purchase for the top Spotify fans, giving them something special to show their support.
Underground raves in major cities
As part of the rollout strategy, FKA twigs hosted underground raves in London, New York, and Los Angeles. The dress code was “unearthed nude expression.” Each event featured sets from a handpicked lineup of DJs and artists, as well as Twigs herself performing the Line Ritual. During the performance, Twigs sat in a mirrored glass vitrine while makeup artist Mathilda Mace embellished her with jagged black lines, followed by the artist performing unreleased tracks from “EUSEXUA” and interacting with the audience.
Twigs encouraged everyone to be fully present and experience “Eusexua” in the moment — which meant phones stayed mostly tucked away. While content from the raves typically centers on outfit snapshots, a few snippets still began circulating online. Even so, the decision to ask fans to stay present made the events feel more intimate and special. The energy spread organically, through word of mouth, fueling a cult-like excitement around the album. And though fans largely respected the no-phone atmosphere, media outlets ensured the world still got a glimpse of what went down.
11 September: The London rave was the first official rollout event, held on the eve of the Sotheby’s exhibition in September. It took place at The Cause and featured DJs such as Parma Ham of Wraith Collective, LSDXOXO, The Blonde Spirit, and more.
17 October: Los Angeles rave party with Answer Code Request, FASHION (US), MORENXXX, OZA at the Catwalk.
19 October: The New York Rave at the Chocolate factory featuring Djs such as Dr. Rubinstein, Young Male, Meilgaardem
Second single release “Perfect Stranger”
15 October: Twigs shares a teaser of the upcoming single “Perfect Stranger” on her socials.
17 October: The music video is released. Actress and writer Phoebe Waller-Bridge and musician Yves Tumor appear in the video. It ends with a familiar phrase, echoing the message from the previous visual: “EUSEXUA is a practice. EUSEXUA is a state of being. EUSEXUA is the pinnacle of human experience.”
Pop Up in London
7 November: Twigs announced a pop-up in London on her Instagram story, giving fans the chance to buy items from her past projects, as well as some of her music equipment—essentially a “piece of her legacy.”
Twigs was there in person, and her presence sparked a wave of fan-generated content, with people snapping pictures with her and sharing their moments.
Third single release “Drums of Death”
14 November: First appearing in the “Eusexua” music video released in September, “Drums of Death” became available as a standalone track on streaming platforms.
Eusexua (Anyma Remix) release
6 December: FKA Twigs shares a collaborative post with Anyma, announcing the remix of the lead single “Eusexua”, which is now available on streaming platforms.
28 December: Twigs performs alongside Anyma at the “End of Genesys” show at the Sphere in Las Vegas.
30 December: A post sphere “offering” becomes available – the “Eusexua (remix)” visualizer becomes available on YouTube.
Tour dates reveal
16 January: The “fourth offering” from Twigs came in the form of the “EUSEXUA” tour, with dates announced across her socials. Symbolically, the tour kicks off in Prague—the city that originally inspired the album.
“The Body Is Art, Part II”
The second part of the campaign with ON featured an interview for which Twigs directed a short film, while Jordan Hemingway captured the stills.
16 January: The pop-up event took place at The Selfridges Corner Shop in London to celebrate the launch of the campaign. The immersive experience featured a DJ set by Koreless, a collaborator on “EUSEXUA”.
As part of the campaign, FKA Twigs held a workshop in New York, where she taught the principles of “The Eleven”.
UK In-Store Listening Parties (January 2025)
A series of listening events were held at record stores across the UK, where fans had the chance to hear the album before its official release and participate in giveaways.
The Spotify Countdown with Imogen Heap
21 January: The Spotify Countdown podcast of FKA Twigs with Imogen Heap is out on YouTube and Spotify.
A standout moment in the podcast was when the artists performed using the MiMu Gloves – motion-sensitive wearables that turn gestures into sound. The performance added a layer of intimacy and innovation, blending technology with raw vocal expression which is so well aligned with FKA Twigs branding.
Album Release Week
Album release
24 January: The album is released through Young and Atlantic Records
Twigs shared an intimate Instagram post, detailing the story and emotions that inspired the album.
Striptease music video release
24 January: Twigs releases the music video for “Striptease” directed by Jordan Hemingway
Post album release rave parties
To maintain the momentum and allow the fans to experience the post-release EUSEXUA , a series of raves are held in major cities across Europe:
London EUSEXUA
Manchester High Hoops presents EUSEXUA
Glasgow EUSEXUA X PONYBOY
Paris EUSEXUA : FKA TWIGS, PARMA HAM, LEXII, JEAN IIF & FRIENDS
Lots of fans shared their videos from the raves online generating buzz for EUSEXUA release.
Therapuss with Jake Shane
23 January: FKA Twigs joined Jake Shane on his podcast, “Therapuss” for the first time
The eleven – Bonus track release
27 January: The 11 minute meditation, where FKA Twigs takes the listener through the eleven principles and pillars of the Eusexua philosophy, becomes available to download on the official website for $5
Post-Album Release
Collaboration with North West on Childlike Things
The eighth track on Eusexua, “Childlike Things,” features North West, who delivers a rap verse in Japanese. While definitely being an unexpected collaboration, it has sparked a lot of discussion both inside and outside the fandom and people have split in their opinions. Some fans have seen it as a “sellout” move, accusing Twigs of prioritizing exposure over her artistic vision, while others have been fascinated by the bold move and enjoyed the song. Regardless of the mixed reactions, it’s clear that the collaboration has generated a huge amount of buzz. Major media outlets and culture pages were quick to pick up on it, diving into the conversation and adding even more visibility to the album. It’s been one of those moments that sparked debate but undeniably brought extra attention to the project.
March 20: In response, FKA Twigs posted a video explaining the story behind “Childlike Things” and the reason she chose North West to collaborate with.
RA Exchange recorded live at AVA London 2025
24 April: FKA Twigs speaks with Nadine Noor, founder of queer arts platform PXSSY PALACE, about creating EUSEXUA and her love of techno, and reflects on the pressures of performance and public persona.
i-D Magazine Cover Story
13 March: FKA twigs appears on the cover of i-D’s limited edition The Unknown Issue, alongside Playboi Carti. It’s a meaningful return, as twigs first featured in i-D back in 2012, when she was street-cast as a background model and unexpectedly landed the cover. Her look, especially the baby hair styling, sparked a trend on Tumblr back in 2012.
To sum it all up
FKA Twigs’ EUSEXUA campaign is an example of how an artist’s identity and values can be authentically showcased through a 360° music marketing campaign and immersive world-building. Centered around the feeling of the “pinnacle of human experience,” the EUSEXUA campaign communicates a philosophy Twigs has been developing for years and invites everyone to be a part of it. The campaign engaged fans through underground raves, pop-ups, in-person events, brand collaborations, exclusive products, and meditative practices. Every element of the strategy feels like an organic extension of the album’s core values: creative freedom, movement, and healing. Sonically, EUSEXUA dives into a grittier, darker sound compared to the softness and playfulness of Twigs’ earlier releases, embracing the energy of techno and channelling something primal and deeply felt.
What makes EUSEXUA stand out is how Twigs and her team masterfully positioned the project between two seemingly opposite worlds: the underground rave scene and the high-art space. From wild, intimate raves to a polished Sotheby’s exhibition, they didn’t just bridge the gap between club culture and high art – they made that in-between space the point itself. Prioritizing artistic vision at every stage of the campaign -with 8-minute music videos worthy of cinema, slow movement practices, and an 11-minute meditation guiding listeners through the philosophy of EUSEXUA -Twigs successfully leaned into depth in an era of 15-second clips and short attention spans.
