Profound Mysteries is the most ambitious undertaking of Röyksopp’s career to date – a year-long campaign with collaborations spanning music, art, film and fashion. The project was split across three albums, with each of the 30 tracks from the project accompanied by an artefact and visualiser created by Jonathan Zawada and a short film made by award-winning production company Bacon.

The global team worked closely together to manage the volume of creative with a sustainable and compelling release blueprint keeping fans, DSPs and media engaged. The strength and eclecticism of the Profound Mysteries tracks allowed us to target the different factions of Röyksopp’s fanbase. Employing a paired single release strategy during the campaign allowed us to further exploit this as we were able to accommodate more singles with specific targets. For example, some singles were picked with the BBC 6 Music playlist in mind, whilst others were selected for clubfocussed campaigns or for mainstream radio potential in their home market of Norway. This strategy also benefited us at DSPs.

The digital strategy for the campaign leaned in heavily to the theme of mystery. This was particularly key in the early stages of the campaign as we teased the band’s return with hints across socials and the launch of the interactive landing page for Röyksopp.com. The website included an interactive ‘Press R’ button which triggered a series of audio snippets from the album. The website was updated in each phase of the campaign with audio snippets added from each album, whilst an interactive colour-coded trefoil offered a gateway to explore the campaign further as it progressed and unfolded.

The primary social media strategy was to re-engage the existing Röyksopp audience on traditional platforms like Facebook/Twitter and migrate them over to newly established Instagram, TikTok and Discord, using both the wealth of visual content generated by the project and the unique functionalities of these platforms. YouTube was a key platform for the campaign and each album release was launched with a Continuous Visual Experience on the band’s channel, with the band in the chat throughout.

The physical product strategy for the campaign included exclusive merchandise on their D2C store and a deluxe box set collecting together all three parts with artwork by Jonathan Zawada.