Revisiting Ghost's Ascent to Prominence: Manager Kristen Mulderig Reflects on Strategies Employed
In a groundbreaking achievement, the band Ghost's sixth album, Skeletá, has secured their highest UK chart position and their first No.1 in the US. Released under Loma Vista Recordings, the album also marked the label's first No.1.
The success of Skeletá was not unexpected for Kristen Mulderig, president of the Rick Sales Entertainment Group. With over a decade of experience managing Ghost, Mulderig attributes the band's consistent growth to a long-term vision, creative thinking, and a steady approach to growth.
Mulderig recalls the early days of Ghost, when the band's lead member, Tobias, had grandiose ideas that they knew they would achieve, even though they understood it would take time to build the band and the business. This patient approach has paid off, with previous albums such as Impera, Meliora, and Prequelle becoming Ghost's biggest sellers in the UK.
To promote Skeletá, a concert movie titled Rite Here Rite Now was produced, financed mostly by Tobias. The movie was a promotional piece for the album and a strategic move to keep the band in the public eye. Rite Here Rite Now was a huge success, achieving its intended goal and further boosting the album's popularity.
Mulderig played a significant role in the production of Rite Here Rite Now, being mindful of the money spent on the project. She faced challenges in explaining the concept of the movie to potential financiers, leading them to finance the project mostly on their own.
Looking back, Mulderig reflects on the band's journey and the lessons others can learn from their success story. She emphasises the importance of thinking outside the box, building the band step-by-step as a business, and being patient in the face of obstacles.
Moreover, Mulderig believes that Ghost's intellectual property is crucial for future projects, with potential for prequels, sequels, and various formats. She hopes that others can learn from the Ghost story that "slow and steady" wins the race in building a successful band and business.
[1] Music Week, August 2025 edition [3] Unnamed source [5] Music Week, August 2025 edition
Throughout the band's journey, the strategic incorporation of music and entertainment has been a cornerstone of their success. The latestexample can be seen in the concert movie, "Rite Here Rite Now", which was both a promotional tool for the album, Skeletá, and a means to maintain visibility for the band.
