Diabolical

Mahalia: IRL

One of the most important singer-songwriters of the moment, Mahalia has gone from strength to strength with each release. Having taken a four-year break between full-lengths from 2019’s LOVE AND COMPROMISE until the arrival of 2023’s IRL, it was the time she needed to get the record just right – and get it right she did. Mahalia’s sophomore studio album is a certified triumph – we worked alongside Atlantic Records to celebrate its release. 

Teaming up with Mahalia to give the campaign a DIY feel, IRL took over one of our billboards in London on its release day. We graffitied ‘LONG LIVE R’N’B’ onto the site and had the artist sign off the message herself (check that can control) – centralising the personal touches that Mahalia is so well-known and loved for – while creating a big, and very shareable moment on a hugely important day in her artist career.