Get ready to GRWMusic
This is more than just music—it’s a fusion of beauty, culture, and self-expression, tapping into some of the industry’s most exciting trends. With 92% of women saying music boosts their mood while getting ready, it’s no surprise that this album is designed to empower and inspire. From makeup to music, these tracks set the stage for every eye, lip, and face to shine. ✨  Â
The highly anticipated launch of the album was kicked off with a compilation video to introduce some of the artists. With the camera acting as the "mirror," each of the artists used the album and their songs to get ready for whatever the day had in store for them. The social-first concept was grounded in TikTok transitions that took you from artist to artist and even in-progress to full beat makeup. The video got over 10M views on social within the first week of launch! Â
Meet the Artists
These 12 talented and emerging stars are part of e.l.f.'s Get Ready With Music album and are aiming for a permanent spot on your pump-up playlist. Each of these artists brings something special to this album creating a collective anthem for every part of e.l.f.'s community. These voices were chosen not just for their talent but for how they resonate with the ethos at e.l.f. – unapologetic, bold, and authentic.Â
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The artists were featured in two high profile People Magazine articles that our team helped direct. One that specifically calls out these artists as Industry Disruptors and another that introduces every artist on the GRWM album.
The System
The album's name is inspired by and created for the "Get Ready With Me" trend, so the system surrounding the launch aimed to merge the worlds of makeup and music in a way that honored them both.
The artists were captured in a black and white style portrait photography, an homage to concert capture. This created both continuity from artist to artist and also allowed for makeup to take a colorful supporting role in the system. We featured the artists with and without product so you could both "shop the look" and get a sense of their persona as an artist.Â
The artists were captured in a black and white style portrait photography, an homage to concert capture. This created both continuity from artist to artist and also allowed for makeup to take a colorful supporting role in the system. We featured the artists with and without product so you could both "shop the look" and get a sense of their persona as an artist.Â
The album and campaign system is a powerful celebration of self-expression that fuses beauty and sound like never before. Each artist was surrounded by big, bold marquees of their names filled with colorful textures of actual e.l.f. products. And supporting their names and song titles are e.l.f. product swatches, encouraging those that listen along to explore, play, and express themselves while getting ready to slay the day.
The album is available on Spotify, Apple Music, YouTube, and more, and we’re excited to see it make waves across both the beauty and music industries. 🎧
The First Single
You can't launch an album and not first tease a single. So that's exactly what we did.
A month before the album launched, e.l.f. released its first single, "Hairpin" by Charlotte Rose Benjamin. The album was teased on social alongside the official release of their first (of many) music videos. The music video became a sensation and rose to 10M views before the full album even launched and countless GRWM videos have been made by creators on TikTok using the song.
A month before the album launched, e.l.f. released its first single, "Hairpin" by Charlotte Rose Benjamin. The album was teased on social alongside the official release of their first (of many) music videos. The music video became a sensation and rose to 10M views before the full album even launched and countless GRWM videos have been made by creators on TikTok using the song.