Forward Slash
Ideas • Strategy • Content • Social

Made In The UK



Consultancy/ Creative/ Content production/ Social media management/ Community management


‘Made In The UK’ exists as a weekly updated streaming playlist exclusive to Apple Music. The playlist showcases the best and newest UK records across black music genres. Ministry of Sound appointed Forward Slash to launch, develop and grow ‘Made In The UK’ as a standalone music and popular culture brand in social media (Instagram).

our strategy + (ONGOING) WORK

Forward Slash’s approach is rooted in an ambition to establish Made In The UK as an authority platform that simultaneously gives a voice to and represents UK black music genres and connected culture, and is a reliable and trusted go-to for music fans.

We developed a social roadmap to engage and evangelise the target 16-24 y/o demographic, taking a phone-first approach to ideas, content production and daily community management.

Through a combination of original and curated content, plus bespoke and repeatable formats we drive Instagram followers off platform to listen to the Apple Music playlist, and keep Made In The UK at the forefront on their minds day-to-day through a timely combination of music, news and topics for popular discussion.

the impact + reach

TBA when sufficient campaign data is available.