This year, Sony Commercial released the 12th volume of Dylan’s Bootleg Series. The Cutting Edge gives a unique insight into Bob Dylan’s creative process when recording Bringing It All Back Home, Highway 61 Revisited and Blonde On Blonde between 1965 and 1966.

On top of amazing press reviews across The Guardian and Uncut, we secured a bonus 52-page Bootleg Series book with the December issue of Mojo to reach out to his core traditional fanbase.

Two weeks before release, Dylan toured the UK: we used this opportunity to target fans going to the gigs with display advertising across mobile, pinpointing their exact location around the venues. We retargeted them around the release too with an “out now” message.

1965-66 was a turning point in Dylan’s career: his UK tour included an acoustic set, followed by an electric set. This transition has become one of the most famous tours in rock ‘n’ roll history, culminating with fans calling him “Judas” in Manchester. We uncovered rare and hilarious footage of fans back then, storming out of his gigs, demanding their “money back” and saying Dylan was “prostituting himself” for going electric.

Noisey and Vice premiered the fan video, telling the infamous story to a new and younger audience, which became an important focus in this campaign.

Columbia US collaborated with Genius to showcase the development of classic Dylan songs. Evolution Of A Song encompassed changes in Dylan’s lyrics.

The Studio A Revisited microsite allowed fans to play with the studio stems that make up ‘Like A Rolling Stone’.

A listening session timeline gave inside stories behind these sessions and a Spotify playlist retraced the evolution of Dylan’s sound in 1965 and 1966.

Pseudo videos and rare footage were unveiled with media partners throughout the pre-order phase, including the ‘Visions Of Johanna’ video which premiered on The Guardian for the world. We also supported all activity via our local Legacy UK channels, which were launched earlier this year.