The unique pr-stunt that Stromae did live in the TF1 news, was an avant-garde performance that reinvented the codes of an artist promoting his art, whilst spreading a powerful message of hope.

It was a surprise 3 minute and one-take live sequence where the artist performed his new track, eye to eye with millions of viewers being caught off guard, and courageously facing every one of them with this powerful message and a disarming simplicity.

A pr-approach that turned out to be a game changer within the music industry.

Stromae is one of the most famous Francophone artists in the world, with 10 million albums sold worldwide, over 17 billion streams and more than 6 billion views on his music videos on Youtube, and selling out the biggest venues like Madison Square Garden, Coachella, Paris-Bercy, Glastonbury, and many others.

And then suddenly, at the height of his fame, he decides to take a step back because of his mental health issues.

After a 7-year break STROMAE made his comeback with a new album, Multitude. During his first media appearance, he released the single 'L'Enfer', a song about his mental struggle.

We wanted to promote his comeback with the release of the single 'L'Enfer'.

We planned Stromae's very first comeback interview in the biggest news program in Europe, the French tv channel TF1, in front of a 7 million audience.

In answer to a question about his mental health, he started performing his new single "L’Enfer" ("Hell")

A song about depression and suicidal thoughts.

A surprise 3 minute and one-take live sequence where the artist performed his new track

eye to eye with millions of viewers being caught off guard, and courageously facing every one of them with this powerful message and a disarming simplicity.

The live stunt immediately went viral and got massive media attention worldwide.

In the global PR strategy of the album release, his first media appearance had to be unique.

That’s why our pr-team contacted TF1 news for his very first interview, since it is the biggest news platform in France and Europe.

We knew the stunt would get massive media attention during the live session and afterwards. And so it did.

The stunt was planned on a sunday evening in the TF1 news, and afterwards took off from there, and got media attention worldwide.

The media Outputs, target Audience Outcomes and Business Outcomes were massive:

The pr-stunt in TF1 News:

7 million viewers during the live news program on TF1

10,5 million views on youtube

A time-spend with the brand during 3 minutes on prime time.

His message helped people who struggle with dark thoughts to talk about it and reach for help.

The french Ministry of Health reported a spike in calls to the suicide prevention hotline in the following weeks.

And the performance was praised by the World Health Organization.

The song:

13 million streams in 7 days

380 million streams to date

67 million views on the music video

In 51 playlists NMF, and #1 of the playlists in 19 NMD countries (Spotify)