OASIS – BIG BROTHER RECORDINGS LTD | IGNITION MUSIC
CAMPAIGN OVERVIEW
Submitted By: Ignition Music
Artist Name: Oasis
Artist Label: Big Brother Recordings Ltd
Artist Territory: United Kingdom
Campaign Submission Date: 10/10/2025
Campaign Budget: High ($50K+)
Agency Involvement: Yes
Agency Name: Dawbell – Online Press & PR|Live ’25 Content Team – Daniel Broadley, Joshua Halling, Harriet Bols, Jay Davison|The Orchard – Sales and distribution|Openstage – Fan engagement platform|Levellr – Discord Platform Management, Modern English – Digital Agency|CMS – Advertising agency
Primary Goals:
- Awareness
- Fan Growth
- Streaming Lift
Target Audience Age:
- 18-24 years
- 25-34 years
- 35-44 years
- 45+
Target Audience Location:
Primary Genre: Rock, Alternative / Indie
CAMPAIGN CASE STUDY
A digital led campaign, we engaged directly with partners for months, working on strategies to maximise visibility around Oasis Live ’25 to drive streaming across all platforms. Our focus throughout was to drive discovery across the catalogue and build audience growth particularly across a younger demographic; make this inclusive for all fans, engage with organic conversation, UGC and harness trends.
Global partnerships included with Apple Music rolling out the catalogue in Spatial Audio with Dolby Atmos, Amazon bespoke landing page with exclusive products, WTSMG fan event, Spotify global My Oasis Live ’25 set list generator and This Is An Oasis Fan OOH campaign. YouTube activations included YouTube Shorts competition, Google Delight moments – 3 Search Easter Eggs for Oasis tour, Rock ‘n’ Roll Star and Wonderwall – with global OOH support.
Partnering with Google Maps and engaging Modern English Digital, we created the Oasis Live ’25 Interactive Map Experience – a web app bringing Oasis’ legacy and tour events to life. Featuring fan stores, exhibitions and interactive elements, videos, historical points plus a hub featuring #MyOasisLive fan content. Post tour, the map will become the digital archive of the tour.
Oasis launched on Snapchat to deepen engagement with younger fans, especially in the US. Exclusive lenses were rolled out, partnering with Live Nation to introduce a Live ’25 merch outfit in the Snap Closet, driving conversation on TikTok.
Oasis Discord server launched, a fan forum for a new generation. Activations included listening parties, exclusive content, giveaways and fan-led fanzine.
Creator strategies included with Meta to engage fans locally and boost global visibility.
The catalogue focus was initially led by re-promoting Time Flies… 1994-2009 – the complete singles collection, including a ltd-ed Record Store Day vinyl with remastered audio and visualisers for each track. We announced the 30th anniversary deluxe versions of (What’s The Story) Morning Glory? 2 days before the tour started. To strengthen engagement outside of the UK, we created local language lyric videos plus brand-new videos for the WTSMG unplugged tracks.
A Complete Albums Box Set was also made available, and owing the final dates at Wembley, announced a reissue of the first Oasis live album, Familiar To Millions.
At media, major networks included on live broadcasts from outside the venues, with blanket BBC coverage at the first show, Radio X Oasis stand-alone radio station throughout the tour, and Absolute WTSMG 30th Anniversary documentary with archive content.
CHANNELS & CREATIVE
Unique Campaign Angle: The live content strategy was stellar with a dedicated team on the road, and with an “always on” approach, releasing fresh content post every show.
Sharing the incredible fan reactions across the tour globally, it has demonstrated the overarching narrative of the tour being sheer euphoria and communal energy, the unique experience of each city and breadth of Oasis’ cross generation fanbase. The impeccable content has delighted fans and become a talking point throughout the tour.
Content included drone footage from the venues before shows to build anticipation, photos and recaps from each date plus postcards – an innovative way of storytelling throughout the tour.
We dropped a series of live tracks digitally from each UK city, with the audio mixed and approved while on the road. These had a huge organic pickup, and artwork featured photos of fans.
Two of the new unplugged tracks from the WTSMG bonus content were dropped at key moments around the tour. These had an overwhelmingly positive sentiment, with fans celebrating the stripped back recordings.
We launched a WTSMG 30th ‘Add yours’ Instagram Stories template allowing fans to upload their photos to create a shareable personalised version of the classic album cover.
Marketing Categories:
- Catalogue Marketing
- Global Marketing Campaign
Marketing Avenues & Channels:
- TikTok YouTube Instagram Facebook
- Influencer Marketing, PR & Media Coverage
- User-Generated Content (UGC
- Email & CRM
- Digital Advertising
Campaign Assets
Featured Content
Oasis Live ’25 Map Experience – https://live25.oasisinet.com
PERFORMANCE & INSIGHTS
The Turning Point: We saw a huge surge in streaming immediately when the tour started. After the first weekend, Spotify streams increased by nearly 320% WOW. By mid-August, the Oasis setlist was the 2nd most listened to playlist on Spotify UK with This Is Oasis the 5th across all playlists.
The first piece of official band content from the shows – the photo of Noel and Liam walking onstage from the first date – immediately went viral driving 86M impressions and 1.8M likes across Oasis’ socials.
The vast pickup in catalogue consumption has been consistently high throughout the tour and the monumental album WTSMG, UK’s 3rd biggest selling studio album to date, has gained huge discovery and rediscovery throughout 2025.
The global coverage was unprecedented in its breadth and wall-to-wall praise. From style press commentators to music critics, podcasts to newspaper front covers, broadcast news to daily newsletters, there was hardly a media platform or demographic that was untouched by Oasis Live ‘25. Blanket media coverage unanimous in their press and with 5-star reviews globally cemented the positive sentiment at media.
Standout Statistics:
Streaming:
Catalogue stream increases in first month on tour –
Spotify: +110% streams
Apple Music: +109% plays on Apple Music
Amazon Music: +97% streams
5 live tracks from the tour have total 17.9M streams to date.
WTSMG 30th Anniversary –
The 5 Unplugged versions on the Morning Glory 30th anniversary re-issue have to date gathered 5,100,414 streams across platforms.
Album artwork filter had 10,000 users shared within first 24 hours
Spotify – 634% increase in playlist adds (+ 7.5M) on Spotify first week of the tour and +50% streams per listeners. Wonderwall has over 2.5B streams and Don’t Look Back In Anger reached 1B streams in Jan 2025.
Socials:
Instagram – 11%+ followers after one month on tour with 309M views (up 645% month on month).
Facebook – 73.2M views in first month of tour, up 483% Month on month and an increase of 917% followers MoM.
Twitter – 66M impressions first month on tour, up 420% MOM
Oasis trended throughout the summer but especially during the first weekend of shows where it was at number 1 for most of the weekend. Google Searches also peaked that first weekend with terms like ‘ticket admission’ and Concert and Live ’25 tour topics.
TikTok – An increase of 228% followers in the first month of the tour.
YouTube Shorts-The biggest day for views was the 5th July following the first show with 546k – a 550% increase on the day before.
Discord – over 14,000 members in less than 5 months of launching with strong engagement (20%).
The Oasis Live ’25 Map Experience has 160k active users and 1.5M page views over the UK & NA legs.
The Oasismynet email database has been strategically segmented based on audience interests and engagement levels, informed by targeted surveys to identify what most resonates with different fan groups. Segments include favourite albums, singles, type of merch, formats, live. Currently, 35% of the database is classified as highly engaged. Since the start of the tour, email campaigns achieved an average open rate of 62%, well above industry benchmark.
Sales:
The surge in consumption peaked when Time Flies returned to no.1 for the first time in 15 years with WTSMG at no.2 and Definitely Maybe at no.4 and 3 tracks in the Top 20 Singles Chart – Acquiesce (chart debut), Don’t Look Back In Anger and Live Forever. If uncapped, an additional 7 tracks would have appeared in the singles Top 50. Time Flies returned to no.1 again this summer around the Dublin tour dates. Since early July, over 400K sales across these 3 titles alone.
Oasis have 3 albums – Time Flies… 1994-2009 (3), (What’s The Story) Morning Glory? (7) and Definitely Maybe (21) in the Top 40 biggest albums of 2025 so far –
https://www.officialcharts.com/chart-news/the-official-biggest-albums-of-2025-so-far/
Media:
UK licensing firm PPL reported that Oasis have more than seven years of cumulative airplay on TV and radio in the UK alone since the start of this century, with their music averaging 120 daily plays across the country – boosted by the tour announcement.
Most Effective Marketing Channels: We saw significant growth across all platforms but particularly notable across Spotify and Instagram.
Spotify monthly listeners increased from at 23.9M start July to 31.7M currently, growing at a steady trajectory in all markets as the tour moves outside the UK.
The tour and digital audience insights demonstrates Oasis’ vast cross generational appeal globally. Spotify noted in July that of 16.6m ‘user discoveries’ of Oasis in 2025, more than 50% were by Gen-Z listeners. On the socials, demographics skewed 25-34 on Instagram and Meta, 18-24 TikTok and 13-17 on Snapchat.
The content strategy has been solid throughout the tour and a huge driver for global engagement and conversation across all social platforms.
Total radio plays of the catalogue this year to date are 96K reaching impacts of 834.78M.
Long-Term Artist Impact: The impact of Oasis’ return, how relevant they are and the scale of public appetite for the band is colossal. The tour has been widely regarded as a cultural moment – the “biggest rock comeback in history” (Sunday Times).
Oasis have dominated the album chart since early July with an unprecedented surge in consumption and 3 titles in the Top 10 Official Album Chart for 7 consecutive weeks with Time Flies consistently in the Top 3, WTSMG in the Top 5 and Definitely Maybe Top 10 during this period.
Spotify demographics have evolved from 65% male (2024) > 55% male (2025) with 18-24 the 2nd biggest audience.
In terms of socials, following Oasis’ reunion announcement in August 2024, which sparked a 60% WoW surge in Instagram followers (+1.3M), the band’s tour generated equally massive online engagement. In July, Oasis content received 487.4M organic impressions across social platforms.
CAMPAIGN CREDITS
- Clare Byrne|General Manager (Big Brother Recordings Ltd / Ignition Music)
- Sarah Mansfield|Head of Creative & Retail Marketing (Big Brother Recordings Ltd / Ignition Music)
- Gabi Nicot-Bérenger|Head of Digital (Big Brother Recordings Ltd / Ignition Music)
- Lucy Fortescue|Social Media Manager (Big Brother Recordings Ltd / Ignition Music)
- Emily Headford|Product Manager (Big Brother Recordings Ltd / Ignition Music)
- Holly Macey|Fan Engagement Manager (Big Brother Recordings Ltd / Ignition Music)
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