Case Study · Artist Communications
Client
RÜFÜS DU SOL
Service
Artist Communications
Engagement
Ongoing — multi-cycle
Coverage
Pitchfork, Rolling Stone, Billboard, NME
The Brief
“Build sustained careers from club shows to stadium headliners.”
When Infamous first began working with RÜFÜS DU SOL, the Australian trio were a rising name in the global underground — beloved on the dance floor, still emerging in the editorial press landscape. The mandate was to build a long-term narrative that would carry them from club residencies to arena headliners without sacrificing the credibility that made them matter.
The challenge was dual: break into mainstream cultural press without alienating the core electronic music audience that remained the foundation of their identity.
Scope
Our Approach
01
Rather than chasing news cycles, we built a long-form narrative around the band's creative process and Australian identity — pitching profile-length features to editors at Pitchfork, Rolling Stone, and NME months ahead of album release.
02
Every mainstream placement was balanced by deep-dive coverage in Resident Advisor and Mixmag — ensuring core dance music press remained primary, and that the crossover reads as natural evolution rather than commercial positioning.
03
We coordinated press access to live shows and visual press events, generating photography-driven editorial that captured RÜFÜS at scale — from Coachella sets to their own headline arena shows.
Outcomes
Over the course of multiple album cycles, RÜFÜS DU SOL moved from underground favourites to global electronic music headliners with significant mainstream press presence — with Pitchfork Best New Music designations, Rolling Stone features, and consistent Billboard Dance coverage.
Their narrative arc — from Sydney club nights to sold-out arena tours — became a story the press wanted to tell, rather than one we had to pitch.
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Total placements across campaigns
Pitchfork
Best New Music designation
Rolling Stone
Long-form profile coverage
Arena
Headliner status achieved