The 9th September marked the highly anticipated release of Bastille’s new album, Wild World, and with it came an innovative Spotify album launch campaign developed in partnership with the band’s UK-based label.
The campaign featured a combination of both on- and off-Spotify promotion, including an industry first in the form of a fan-powered interactive experience, Eye Of The Stormers. The custom-built microsite visualised streams of the album in the form of storms (inspired by the self-proclaimed title of Bastille’s fans – ‘Stormers’) and the city with the most engaged Bastille fans (measured on a per-capita basis) were treated to a live intimate performance by the band attended by their most engaged streamers.
The site was a great example of an execution only Spotify could deliver, harnessing the power of its global audience and data to bring artists closer to their fans in new and unexpected ways. The site was complemented with extensive out of home and social activity across key global markets.
The album went on to become the 10th biggest week-one UK album release since streaming records began, with the marketing support generating 14m impressions and 505k website interactions.
The campaign was a great illustration of the power of a truly collaborative partnership, harnessing Spotify’s global audience and listening data to create a unique album release experience, combined with the market know-how of the local label team.
The entire campaign was also conceived, developed and executed within a four-week period, allowing us to capitalise on the level of anticipation and talk value in the lead up to the album launch.
One unexpected outcome from the Eye Of The Stormers site was the propensity for fans to ‘crowdsource’ one another to push their city to the top of the Wild World streaming list, driving awareness of the album launch and streams accordingly.
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