The Apple Grove names Raye for worldwide recognition, as the fresh track "Genesis" debuts
In the world of music, Raye has been making waves, and her journey to stardom is a testament to creative freedom and strategic marketing. Dan Griffiths, VP of digital marketing for The Orchard (a Sony-owned business), recalls a memorable performance of Raye's that gave him the feeling she had star quality. Today, that sentiment rings true as Raye is now a global artist.
The Orchard's campaign for Raye's album, My 21st Century Blues, showcased each track individually, highlighting its unique qualities. This approach paid off, as the album yielded a No.1 single in the 070 Shake collaboration Escapism and a No.2 peak for the parent album. The Orchard's win for My 21st Century Blues was a "massive victory" according to Griffiths. To date, the album has sold 120,321 copies, as reported by the Official Charts Company.
Senior Director, International Marketing at The Orchard, Annette Collins, echoed Griffiths' sentiment, expressing a desire to amplify Raye's creativity. Collins and her team gave Raye creative freedom and control, which is what she wanted. J Erving, founder of Human Re Sources (Raye's label), allowed Raye to do what she wanted to do, enabling her to deliver her vision.
Raye's success since teaming up with Human Re Sources and The Orchard has exceeded expectations. The musician has won a record-breaking six BRIT Awards and enjoyed success at The Ivors. In 2025, she performed at the renowned Glastonbury Festival and won Self-Released Record of the Year for "Genesis" at the 2025 Libera Awards.
The Orchard's approach to Raye's campaign was to show off all of the album's qualities, not just those of one song. Annette Collins stated that they aimed to echo the messages Raye wanted to deliver to the world, not to be the voice of the artist. Dan Griffiths, too, emphasised Raye's creative force, stating that she is a force to be reckoned with.
As for the future, The Orchard has ambitions for Raye's new music. With Raye's new single Genesis starting to make an impact, it seems that the sky's the limit for this global artist. The Orchard's triumph in the Sales Team and Artist Marketing categories at the Music Week Awards further underscores their commitment to promoting Raye's work and celebrating her talent.
Raye's music, as showcased in the My 21st Century Blues album, has been a testament to the power of creative freedom and strategic marketing, with the album yielding significant commercial success. This success is a result of The Orchard's approach to highlight each track's unique qualities and echo the messages Raye wants to deliver, rather than being the voice of the artist.
