The Orchard Marketing team created an interactive and online advertising strategy heavily focused on building remarketing data and email acquisition. Pe’ahi came almost two years after The Raveonettes’ last album, Observator, for which a sixmonth data acquisition campaign was devised; cleansing the band’s old mailing list and increasing it by 60% with the aid of an EP that set the stage for the album release. For Pe’ahi, all marketing efforts began just one week prior to release; concentrating solely on super-servicing core fans by “secretly” issuing the track ‘Sisters’ with no mention of an album to follow. Three days later, the track was announced publicly across the band’s socials. The objective was to drive traffic to a branded page that was designed to collect re-marketing data for future targeting. On street date, and all throughout the first week of release, a series of themed lyric videos premiered across publications such as Pitchfork, Q online, This is Fake DIY, NPR, USA Today and other leading online editorials in Germany, Spain, Italy and Australia. The videos were subsequently playlisted on the band’s YouTube channel in track listing order for fans to stream the record in its entirety. It is worth noting that we are currently entering the second phase of the campaign, having spent half the budget so far. The first of 10 official videos (one for each track) premiered on Stereogum on 30th July and we will continue rolling these out throughout 2015 in an effort to keep raising awareness of the record; support upcoming gigs, increase their online following and continue pushing record sales.