In 2018, mtheory developed and executed a comprehensive marketing strategy and promotional campaign for Kacey Musgraves’ Golden Hour album, strategically positioning it for both commercial impact and critical acclaim.

The campaign culminated in a GRAMMY Award win for Album of the Year, solidifying Kacey’s status as a genre-defying artist. In parallel, we leveraged our relationships with DSPs to significantly elevate her presence across streaming platforms, ensuring consistent editorial support and algorithmic growth.

This effort was reinforced by an integrated approach across social media, press, and key award platforms—laying the groundwork for a successful global touring strategy and expanding her visibility well beyond country music into the mainstream cultural conversation.