Polydor head of marketing Stephen Hallowes has told Music Week that social media activity is a “huge” part of Yungblud’s campaign.

The artist’s Instagram account has increased from around 200,000 followers early this year to 1,662,046.

“He’s got a constant direct dialogue with his fans every single day on social media,” said Hallowes. “Hand-in-hand with a constant stream of music releases, that has been at the heart of driving the growth of it over the last 12 to 18 months.”