With their chart-topping debut album, W.L., storming the charts in 2021, West Lothian’s The Snuts released their follow-up album, Burn The Empire, to rave reviews in October. Produced by long-time collaborators Detonate and Clarence Coffee Jr, the album continues the band’s evolution, both sonically and lyrically.

One of the key objectives for the record was delivering and amplifying the politically and economically charged narrative. The tone for this was set during the launch of the title track, ‘Burn The Empire’, where we executed a powerful and blunt OOH campaign simply stating the shocking fact that “1 in 4 children in Scotland are living in poverty”.

We took this narrative a step further with Zuckerpunch creating a series of four poignant video vignettes, each featuring a central character struggling with the pressures and negative connotations of social media.

In terms of physical album drivers, we once again galvanised the tribalism of the fanbase by offering unique First Access Pass D2C bundles giving pass holders exclusive perks such as early tour access and first access to merchandise items. The robust and personable physical offering also included an exclusive picture disc illustrated by Callum ‘29’ Wilson from the band and a ‘zine carefully curated by the band.

The band continued to dominate new spaces on this record, partnering with Benchmob as part of TikTok’s alt promotion. The collaboration saw the band create an hilarious and bespoke content series for the platform playing on the band’s week-one UK chart battle with Slipknot.

Further content milestones for the band were driven by the exceptionally crafted Burn The Empire: The Documentary premiered online to First Pass holders on the eve of release.

We continue to document the poignancy and journey of this seminal record and plan to release a live audio and visual format later in the year, capturing the band’s unbridled energy in their sold-out headline UK tour.