The agency, which this week was renamed from Soundcheck Entertainment, will promote Partners in the run-up to its release in September as part of a six-month initial contract.
It was awarded the work by Sony, for whom agency founder Daniel Hinchcliffe previously worked. His experience includes promoting Streisand’s 2006 album Guilty Too.
Hinchcliffe told PRWeek that while the initial announcement of the album’s launch was made on Instagram, the main focus of the campaign would be on print, radio and TV.
Barbara Streisand is an American singer-songwriter and actor, and one of the best-selling musicians of all time.