Ruby Lily: From Yodelling Cowgirl to Breakout Artist
A few months ago, Ruby Lily sent us her first ever single.
At that point, Ruby had already built a name for herself. Known as the yodelling cowgirl, she’d been playing across the UK country scene, sharing stages with artists like Willow Avalon and building a reputation before even releasing her own music. That’s not easy to do.
So when “Loving Me or Killing Me” landed in our inbox, we pressed play with expectation. What we didn’t expect was just how strong it would be. From the first listen, it was obvious, this wasn’t just a debut.
This was a moment.
A Song That Cuts Through
At face value, the track feels like a love song. But sit with it, and the story shifts. It’s layered. Emotional. Honest in a way that country music does best.
The kind of song that doesn’t just introduce an artist, it positions them.
For Ruby, this wasn’t just about releasing music. It was about stepping into a new phase of her career. From performing to recording. From building an audience to owning her sound.
And that shift needed to be supported properly.
Photo by Forever Callie Media used for the Single Artwork
Planning the Launch
Before anything was shot, we planned.
The goal was clear: create a full bank of content that could support the release from every angle. Not just launch day, but the build-up and everything that comes after.
Ruby did exactly what every artist should do, she came prepared. A full Pinterest mood board. Clear direction. Visual references that made it easy to align on tone, style and energy.
That level of preparation changes everything.
It meant we could focus on execution, not guesswork.
Day One: Building the Foundation
The first shoot was all about control.
We created a focused day of content production, capturing imagery and video that could be used across:
Social media
Streaming platforms
Press and promotion
Future touring assets
Everything was built around the identity of the song and Ruby as a brand. Soft but strong. Emotional but confident. Every frame had to feel like it belonged to the same world as the track.
Because consistency is what makes an artist recognisable.
Day Two: Chasing Virality
The second shoot had a different objective.
Speed. Impact. Shareability.
We were tasked with creating viral-style content for social media, something we’ve tested and refined across multiple artists with real success.
This meant thinking differently.
Short-form video. Strong hooks. Visual moments that stop the scroll. Content designed not just to be seen, but to be shared.
But even here, nothing was random.
Every piece still had to align with Ruby’s aesthetic. The colour, the tone, the feel, it all needed to match the identity of “Loving Me or Killing Me”. Because viral content only works long-term if it still builds the brand.
Ruby Lily in The Forever Callie Media Studio
More Than a Release
This wasn’t just about one song.
It was about setting a standard.
Creating content that doesn’t just support a release, but builds a platform around it. Giving Ruby the tools to not only launch this single, but to carry momentum into whatever comes next.
Because the artists that break through aren’t just the ones with great songs.
They’re the ones who present them properly.
A Star in the Making
Ruby Lily was already building something before this release.
But now, with “Loving Me or Killing Me” out in the world and a full content strategy behind it, that growth feels different. More focused. More intentional.
And if this is the starting point, the next phase is going to be big.
We’re glad to be part of it.