Best Marketed Albums in 2025 So Far: The Definition of Eusexua
In March 2024, FKA Twigs spoke with British Vogue about the meaning behind Eusexua, a word she described as a sensation so euphoric that it allows one to transcend human form. A few months later, she premiered her album at a New York City listening party, later explaining on Jimmy Kimmel Live how her inspiration led her to explore techno music for this project. She officially announced the album a week later, along with its title track. While her marketing approach was subtle, she made strategic appearances, including a performance at London Fashion Week where she unveiled two album tracks. This move, following her album announcement, heightened fans' excitement about her upcoming project. One of her most effective marketing tactics was releasing a music video for her second single, Perfect Stranger, featuring actress Phoebe Waller-Bridge, fashion designer Mowalola Ogunlesi, and musician Yves Tumor. Throughout the album’s rollout, she remained focused on the central theme of Eusexua, seamlessly integrating it into her fashion choices, visuals, and music videos. Through these efforts, she garnered positive reviews and achieved her highest peak on the Billboard 200 chart.
Define It
Ever heard of Eusexa? Don’t worry, not many people have. FKA Twigs defines it as a sensation—one so euphoric it allows a person to transcend human form. The act of defining and creating the use of a word is intriguing, but using it as a concept surpasses the expectations of creativity. It’s a unique and fitting approach for an artist like FKA Twigs, yet it transcends the limitations of art itself.
For Twigs, Eusexa was her personal interpretation, but how do you define it?
Through this album, she wanted her audience to discover their own meaning—to explore the emotions that surfaced while listening. Few artists have introduced and defined a word to shape an entire album’s identity. But that’s precisely why it worked. It wasn’t just a marketing tool; it was an extension of her artistry, a testament to the genius of creativity that defines FKA Twigs.
Fashion
Everyone has their own identity—whether expressed through art, personality, fashion, or hobbies, it reflects their sense of self. For FKA Twigs, this is evident in every aspect of her being. She is an artist who fully embodies her identity, but perhaps most notably through fashion. Her style is nothing short of iconic, making her a muse for countless designers—a perfect fusion of music and visual expression.
Before announcing her album, she performed at Valentino's show during Paris Fashion Week, offering the audience a glimpse into the techno-inspired sound she was experimenting with for what would later be revealed as Eusexua. Following the album announcement, she debuted two unreleased tracks, Room of Fools and Girl Feels Good, at an exclusive On Running event during London Fashion Week.
This was a masterful way to market her album, giving an intimate preview to an audience that not only understands fashion but also embraces her creativity. By using a platform that holds deep significance for her, Twigs seamlessly united music, style, and concept—elements that shaped her vision of Eusexua.
It may be a bold statement, but few artists will be able to replicate this level of artistry or marketing. FKA Twigs isn’t just ahead of the curve, she defines it.
Perfect Stranger
The release of Perfect Stranger, the second single from Eusexua, was accompanied by a star-studded music video directed by Jordan Hemingway. The video featured an impressive cast, including actress Phoebe Waller-Bridge, fashion designer Mowalola Ogunlesi, and musician Yves Tumor.
While this was the second music video from the album, it served a different purpose than the first. The Eusexua music video, also directed by Hemingway, introduced the album’s overarching visual concept. In contrast, Perfect Stranger provided a deeper glimpse into the world of Eusexua, visually embodying its techno and club-inspired sound.
The video’s performances and setting emphasized Twigs’ unique ability to merge music, fashion, and performance art into a cohesive narrative. From a promotional standpoint, featuring prominent names helped attract diverse audiences. However, beyond marketing, the video reflected Twigs' signature aesthetic—high fashion, sonic visuals, and avant-garde storytelling—all while embodying the themes of transformation, euphoria, and transcendence that define Eusexua.
