Dua Lipa aims to “transform the landscape of popular culture.”
The 28-year-old pop sensation has sparked a fresh wave of inspiration among the youth with her groundbreaking 2020 disco-pop album ‘Future Nostalgia,’ and as her third album campaign kicks off, her team states their objective is to revolutionize the pop scene once again.
Warner’s Alex Burford conveyed to Music Week:
“A successful Dua campaign is one that endures for a couple of years or more. We aspire to achieve more diamond records, surpassing two billion streams. We aim for her to become the most globally streamed artist.”
He further remarked: “We approached the campaign with the mindset, ‘Evaluate us in two years,’ and we aim to create significant culturally relevant moments during that period, similar to how Future Nostalgia defined a specific era and became a profoundly influential album. The objective is not merely to attain success in a single week but to reshape pop culture.”
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Thus far, Dua has unveiled the lead single ‘Houdini‘ from the upcoming LP, marking a transition from disco-pop to electronic psychedelic pop.
For the production of the forthcoming record, she enlisted Kevin Parker from the Psychedelic group Tame Impala, who co-produced alongside rave and electronic pioneer Danny L. Harle.
Simultaneously, Dua expresses her delight in reclaiming the publishing rights to her back catalog, while encouraging emerging artists to seek legal representation.
In an interview with Audacy, she stated:
“I believe it’s something I’ve always desired — to have command over my own music.”
She continued: “Reclaiming all the rights to my songs feels incredibly satisfying. It represents my life’s work, so it’s empowering to be the one determining its fate.”
When asked about Taylor Swift re-recording her early albums in response to a dispute over her master rights, Dua commented: “I think what happened to Taylor was obviously a catalyst that made people realize they should have legal representation and comprehend the business side of music, without a doubt! Ownership of one’s publishing rights was a goal I was keen on achieving.”