BY: HALEY BROWN / STAFF WRITER
Grammy Award-winning singer-songwriter Chappell Roan is known for her theatrical approach to pop music, and her latest single rollout is no exception. Roan is teasing the studio release of “The Giver”, a country-inspired track she first premiered on Saturday Night Live (SNL) in November, through an interactive hotline promotion.
The campaign invites fans to call 620-HOT-TOGO (1-620-468-8646), as a nod to her hit song by the same name. By calling the number fans can listen to cryptic messages and unlock snippets of the upcoming song.
When dialing the number, callers are given five unique options: booking a dentist appointment, reaching an attorney, reporting a plumbing issue, addressing construction concerns, or speaking to a private investigator. Each selection reveals a different snippet of “The Giver”, encouraging fans to call multiple times to hear all the previews.
This unconventional marketing approach has been reinforced with eye-catching advertisements, including billboards, telephone pole posters, and even a major placement in New York’s Times Square.
Roan’s promotional strategies have always leaned into elaborate visuals and immersive storytelling, and this latest stunt is no different. As part of the campaign, she has fully committed to the theme by dressing up as both a dentist and a lawyer in the promotional materials.
Known for her bold, campy stage presence, this shift to more professional, understated attire is a stark departure from her usual glitter-heavy aesthetic. However, the transformation only adds to the humor and creativity of the campaign, making it one of her most memorable rollouts yet.
The promotional materials were developed by Roan’s creative director, Ramisha Sattar, who has played a key role in shaping her theatrical visuals. Her makeup was done by Nick Lennon, ensuring that every detail—from her perfectly polished lawyer look to her dentist persona—was meticulously crafted.
The campaign’s most recent element is its clever tagline: “Dental dams aren’t just for dentists.”
The phrase, a playful nod to Roan’s identity as a lesbian artist, seamlessly blends humor with advocacy. This kind of wit and authenticity has helped her cultivate such a devoted fanbase, many of whom have taken to social media to praise the hotline stunt.
Fans quickly embraced Roan’s unique approach, flooding social media with reactions to the hotline and promotional materials. On Reddit, users described the stunt as “so funny and clever,” with one person declaring, “Now this is how you do advertising.” Others found the concept so entertaining that they wanted to bring it into their daily lives, with one fan joking, “Telling my boyfriend to hang this up at his dentist’s office ASAP.”
On X, the response was just as enthusiastic. Many fans called the campaign “iconic,” while others speculated about the deeper meanings behind the different hotline options. Some even wondered if Roan would take the bit even further, perhaps introducing new characters, such as a plumber or private investigator, in future promotional material.
Beyond the humor and interactivity of the campaign, “The Giver” itself is generating significant anticipation. The song, which Roan first performed live on SNL, marks a notable shift in her musical style, incorporating country elements that differ from her usual pop sound. While fans have already heard the live version, the hotline previews have offered a first glimpse into the polished studio recording.
Roan’s ability to craft immersive, character-driven rollouts has become one of her defining artistic traits. From the playful hotline gimmick to her commitment to costumed personas, she continues to blur the lines between music, theater, and performance art. The combination of humor, nostalgia, and LGBTQ+ representation in her work makes her stand out in the pop landscape, ensuring that every release feels like an event.
With “The Giver” set to officially drop in August, fans have several months to speculate about what other surprises Roan may have in store. If history is any indication, this is unlikely to be the last we see of her business-oriented egos. Whether through new characters, additional teasers, or another unexpected twist, Roan has once again proven that music marketing can be just as exciting as the songs themselves.
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