Alan Fitzpatrick

Alan Fitzpatrick’s “We Do What We Want” began showing signs of an unexpected resurgence nearly a decade after its original release.

Rather than treating it like a traditional catalogue campaign, we looked at how a new generation was discovering and using the record on social - and built our strategy around the behaviours already beginning to emerge.

We developed a multi-phase creator campaign designed to accelerate that momentum, evolving the creative direction as new formats, communities and audiences began responding to the track.

As momentum grew, so did the opportunity. The campaign expanded into new content spaces and larger audiences, helping the record travel far beyond its original electronic music community. Our later phases deliberately prioritised higher-reach creators and wider audience ecosystems to continue scaling the sound.