Thanks for Waiting. A campaign across UK media.

From the mixtape to the main stage.

Thanks for Waiting arrived on 1 October 2021. Performances, long-form conversations and digital content gave listeners several ways into Potter Payper’s music and story, carrying the release from the autumn into December.

The work

This campaign forms part of Heidi’s work at 0207 Def Jam, before she founded Noteworthy. She coordinated Potter’s MOBO Awards performance: “Purpose” and “Gangsteritus”, performed at the Coventry ceremony on 5 December 2021.

The official MOBO performance captures that moment. The ceremony was streamed live on YouTube, taking the performance beyond the room.

Television and live sessions

The build-up also included “Frank White” at the GRM Rated Awards in September: a performance from the earlier Training Day 3 project, ahead of the new mixtape’s arrival.

• BBC One · 2 October 2021. Potter performed on Tonight with Target, episode five, during the mixtape’s release weekend.
• BBC 1Xtra · November 2021. The Live Lounge session paired “Gangsteritus” with a Drake cover. Both performance films were published on 25 November.
• MOBO Awards · 5 December 2021. The live “Purpose” / “Gangsteritus” performance brought two sides of the project to an awards audience. MOBO published its performance film on 8 December.
• Apple Music · 21 December 2021. The Agenda Live featured “Gangsteritus” with Tiggs Da Author.

Radio, podcasts and conversation

Robert Bruce’s Capital XTRA Homegrown interview explored the mixtape in depth. The podcast appeared on 3 October, followed by the station’s video on 5 October: one conversation available to listeners and viewers.

Tinea Taylor’s KISS Hype Chart interview, published on 9 December, returned to Thanks for Waiting, the MOBO nominations and the artists Potter wanted to work with.

GRM Daily’s The Alhan & Poet Show, published on 6 October, added an entertainment-led conversation during release week.

The wider release story

Interviews gave space to the artist and the making of the record:

• DJ Mag · 30 September: a profile ahead of release.
• British GQ · 1 October: a release-day conversation about his journey and new music.
• Complex · 7 October: a track-by-track interview.
• Notion · 8 October: the mixtape, his earlier work and joining 0207 Def Jam.

Alongside the media appearances, Potter’s own channels carried Thanks for Waiting: The Documentary, published on 5 October, and Thanks for Playing, the entertainment series co-hosted with Snoochie Shy. These artist-led releases extended the project’s world through film and conversation.

The conversation continued into 2022

The NME In Conversation interview, published on 10 January 2022, looked back at the mixtape and ahead to new work. Later in 2022, Potter hosted Unlocked With… Potter Payper on BBC Sounds, including a conversation with Stormzy.

Those later appearances sit alongside the 2021 release story as a continuation of his presence across UK media.