The Social Media Marketing Masterpiece that is Lewis Capaldi

This time last year not many had heard of Lewis Capaldi, a young Scottish singer with a penchant for slow, sad songs. Fast forward a year and his debut album Divinely Uninspired to a Hellish Extent is the fastest selling album of 2019 and his single Someone You Loved stayed at the number 1 spot on the UK charts for a huge seven weeks. He’s now even breaking the US charts, with Someone You Loved going into the top 10 of the Billboard Hot 100 this week. It’s safe to say that the 22 year old is doing pretty well for himself. 


So, how has Lewis Capaldi’s popularity grown so quickly? Put simply, by being himself on social media


If you aren’t following Lewis Capaldi on Instagram, go and follow him right now otherwise you are missing out on absolute comedy gold. There are too many examples to give; him showing off his New York wallpaper in his bedroom at his parents’ house, the epic plunger incident in his hotel room, the classic blue tracksuit and his reaction to allegations that he is worth $10 million dollars. The list could go on and on. As funny as these stories and snapshots into Capaldi’s life are, they are also an example of ingenious social media marketing.


Ask anyone you know about Lewis Capaldi and whether they like his music or not, they will react with something along the lines of “I love that guy”. Almost everyone you know will have heard of him, know what he looks like and know how funny he is without ever having heard his music. His Instagram following has grown to a massive 3.6m since March – coincidentally around the same time as when his single Someone You Loved went to number 1.


A stark contrast to his melancholy music, Lewis Capaldi’s hilarious personality has made him a household name – even landing him a partnership with food chain giant Greggs ahead of Radio 1’s Big Weekend. Let’s not forget his Noel Gallagher ‘feud’ that culminated in Capaldi’s epic Glastonbury performance dressed in a t-shirt with Noel’s face inside a heart.

Lewis Capaldi’s music may not be to everyone’s taste, but regardless of that, by not taking himself too seriously on social media and being a funny, relatable and just normal guy, he has managed to win the hearts and the charts of the UK. Well played Lewis Capaldi!




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