'Kylie was keen to take the shackles off': BMG breaks down the Tension campaign

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'Kylie was willing to take off the shackles' BMG breaks Thriller campaign BMG executives Jamie Nelson and Anna Derbyshire provide insight into Kylie Minogue's Tension campaign as the label tries to maintain a 100% album hit rate with the pop superstar. Minogue's latest effort has soared up midweek charts, reaching total sales of 40,301, outselling the rest of Top 20 albums combined. The Australian's 16th studio LP promises to expand on her impressive run as an independent artist thanks to her partnership with BMG, which has scored a hat-trick of No. 1 records so far 2018's country music-influenced Golden and 2020's 's records. Disco and the 2019 compilation Step Back In Time – The Definitive Collection . Minogue renewed her acquaintance with Nelson, BMG's Senior Vice President of UK records, when signing to the label in 2017. Their relationship spans more than two decades, dating back to their days at Parlophone in the 2000s Light Years . “We were both keen to reset as it was the first time we had worked with him on the A&R side in a few years,” Nelson told Music Week. "The idea ​​doing Kylie version of a country record seemed like lot fun, so it worked out really well. We then talked at length about describing it as a disco record for the next album, and that worked out wonderfully, too. We managed to double sales at the Disco "I think we've reached roughly 700,000 albums internationally on this record, which is extraordinary." We were lucky enough to benefit from something that really captured people's imagination on this record - and it was great enough - Jamie Nelson In contrast, Nelson suggested that the fact that Tension was not driven by a specific musical theme was liberating for the singer. "Going into this record, Kylie was willing to take off the shackles and delve into some areas we hadn't explored in a while, and I think it's really paid off once again," he said. "We've ended up with a record full of quality songs. It's probably not good it's been described in terms of sound, but it all feels incredibly cohesive and cohesive, and I feel like the level of songwriting is good ever." has happened. “This was an ongoing process of development. Over the last two albums, he has made incredible progress not only in terms of sales but also creatively, and has managed to redefine his career once again. As always, she focuses only on quality music. He'll cut more songs than anyone else. "He'll redesign the songs five, six, seven times before aligning them exactly to his vision." While the tension increased significantly with the physical release of 35,777 units, 2,849 sales were obtained from downloads and 1,675 sales were obtained from streams. The LP was followed by two Top 20 singles the title track , which peaked at #19, and Padam Padam , which peaked at #8, Minogue's biggest hit in nearly a decade, in the US Top 40. "We always want to have beats or moments feel pivotal, and we're definitely getting t