Campaign Tracking: ‘Vie’ – Doja Cat
Kemosabe and RCA Records
(26 September 2025)
Vie is Doja Cat’s fifth studio album, released on September 26, 2025 – a full return to pop after four years. Sonically, it leans heavily into ’80s inspiration, mixing funk, pop-rap, R&B and disco, and exploring themes of love, romance and desire. The era launched with the lead single “Jealous Type”, followed by videos for “Gorgeous” and “Stranger.” The album debuted at No.4 on the Billboard 200 and was praised for its bold ’80s production, playful vocals and Doja’s balance between pop and rap.
Table of Contents
Pre-Release
April 2025: Doja began soft-launching her new era with Instagram photos showcasing a new look, hinting at the strong ’80s influence that defines this project.
6 May: Doja collaborated with Marc Jacobs for the preview of “Jealous Type,” which was later followed by the NYC Staycation campaign. The brand’s aesthetics and ethos aligned perfectly with this project – leaning into luxury, elegance and chic. These elements were at the heart of this ’80s-coded era and showed a strong interaction between music and fashion.
22 Jul: Doja shared a post on X announcing that her album was complete, and several culture pages quickly picked up the news, signaling that the rollout was about to begin.
7 Aug: ‘Vie Hotline’ went live. Doja’s fans received an email, and she also shared an Instagram post inviting them to send a message to the Vie Hotline, powered by Community and integrated with WhatsApp, where fans could receive direct updates. After signing up, fans were sent a link to a TikTok sound featuring an unreleased snippet of “Jealous Type,” which sparked a wave of UGC and fan speculation about whether the song would be released soon. On August 8, Doja’s website updated to pre-save the song and revealed the official release date as August 21, 2025
14 Aug: Vie album release date is announced with a teaser
Fans also noticed that the Spotify canvases of some of her previous tracks changed to the Vie visualisers updating her listeners about the new project
21 Aug: “Jealous Type” was the first single released from the ‘Vie’ record, arriving alongside the music video, the tour announcement, and multiple vinyl options.
29 Aug: The Behind the Scenes of Doja Cat “Jealous Type” fitting with Brett Alan Nelson (School of Style) video is out. As mentioned before, styling and fashion play a major role in this rollout, especially with its strong ’80s influences. In the video, Doja and Brett give background on the looks and share their creative process, offering fans – especially those interested in fashion – a closer look into how the visual and styling decisions were made.
7 Sep: MAC Cosmetics announced Doja Cat as its new Global Brand Ambassador. The reveal happened at the 2025 VMAs, where Doja made a viral moment by “biting” into a MAC lipstick – later revealed to be an edible chocolate replica by Amaury Guichon. She also performed “Jealous Type” and won Best K-Pop VMA for LISA ft. Doja Cat & RAYE’s “Born Again.”
This long-term partnership saw Doja starring in global campaigns for MAC’s products making the company one of the central partners of the rollout. Her MAC debut emphasized the heavy fashion and beauty integration in her new era.
8 Sep: Doja Cat collaborated with Spotify for a “Vie Phone” pop-up experience, which was held in September 2025 in Union Square, New York, and also had a presence on Hollywood Blvd. The pop-up allowed fans to listen to music snippets and participate in filming for content. Doja Cat did a surprise appearance at the New York experience.
11 Sept: – The “Jealous Type” behind-the-scenes video has been released on YouTube.
25 Sep: A line of vinyl called ‘Love languages’ is available on the website
Release week
26 Sep: The Album ‘Vie’ is released together with the “Gorgeous type” music video https://www.youtube.com/watch?v=nBJRaflBDBg
26 Sep: Doja Cat was the first artist to host a livestreamed album release party at the new Apple Music studios complex in Los Angeles. For ‘Vie’, with the space transformed into an ’80s-style nightclub. She performed tracks from the album, spoke to fans, and was joined by SZA. Apple recorded the event for Apple Music, Apple Music Radio, YouTube, and social channels. The new studio has already hosted more artists, including Gunna and JID, for one-night-only performances. If you want to read more about this event we covered it here.
29 Sep: World Tour Vie Announcement
30 Sep: “Stranger” music video is out
1 Oct: Doja takes part in the IRL podcast, where she shares details about her life and upbringing.
2 Oct: Doja Cat appeared on The Tonight Show Starring Jimmy Fallon, where she taught Jimmy some of her ’80s-inspired dance moves. The moment quickly got picked up by culture pages and fans sharing the clip widely online. She also announced her collaboration with Fortnite on the same evening.
Post Release
9 Oct: A collaboration between Doja Cat and Fortnite was a part of the 2025 Fortnitemares event, which featured her as the “Mother of Thorns” character. This included an in-game NPC boss, the “Mother of Thorns” Icon Series skin for players, and two of her songs, “AAAHH MEN!” and “Gorgeous,” as Jam Tracks.
27 Oct: Doja Cat Performs “Gorgeous” Live at Vogue World: Hollywood | Vogue
3 Nov: Doja Cat collaborated with Ray-Ban Meta for the “You Ain’t Seen Nothin’ Yet” campaign, which features the new generation of their smart glasses.
Different presence across different social media platforms
A distinct part of this campaign is Doja’s varied presence across different social media platforms. On Instagram, her content is more team-led, polished, and focused on key updates and press images. Her TikTok, however, takes a completely different approach: instead of major announcements, it features funny, chaotic videos that get a huge amount of views and highlight the witty, playful side of Doja that fans love.
This is a good reminder that different platforms can serve different purposes. Many artists use Instagram as their curated, aesthetic showcase, while TikTok offers a more raw, real depiction of their personality and identity.
As part of the campaign, there were several real-life activations along with frequent livestreams where Doja previewed new music and chatted with fans. This is something she does often – her lives are usually just her playing music or doing random, funny things – but they work as an essential touchpoint between her and her audience. It’s where fans get to see her in a more human, unfiltered way and connect with her on a personal level.
The role of beauty and fashion
Fashion and beauty play a major role in this rollout, visible in Doja’s big partnerships with MAC and Ray-Ban, her performances at Vogue runway events, behind-the-scenes styling videos, and the overall ’80s-inspired aesthetic across the music and visuals.
Styling and makeup are central to the album’s identity, tying directly into its ’80s influence – an era defined by chic, bold, and camp aesthetics. Doja’s team successfully built this world by collaborating with the right brands and rolling out content that speaks directly to fashion and beauty audiences.Through these partnerships and visuals, they positioned Doja as a pop-culture icon, tapping into early Madonna energy and elevating her image within the fashion and beauty space.
Vie Hotline and personalised updates
The Vie Hotline, powered by Community, played an important role in the rollout, with fans being asked to call and text Doja throughout the campaign. Other activations – like the telephone booth installation – also tied into the hotline theme and strengthened the world-building around this era. This approach reflects a broader trend of artists trying to own their fan contact directly by using platforms like Community, Laylo, and Rivet to communicate without intermediaries. Our Quick Insight “Free Messaging Tools for Artists” explores these platforms in more detail and shows how artists can create their own hotlines similar to Doja’s.
