For the release of Sympathy For Life, Parquet Court’s seventh studio album, the band decided to approach the campaign with an opportunity for intimate connections between, and with, the fans.

With this in mind, the band created Power Of Eleven, a series of 11 events, each corresponding to a song from the record, all taking place in a different city leading up to the release of the record. The scope was global, getting the band’s top markets involved in hosting and putting together a special event to celebrate the record, and to give fans special merch item to take home.

The band kicked off the campaign with ‘Walking At A Downtown Pace’, a performance from New York’s Lesbian & Gay Big Apple Corps parading through the streets of NYC playing the song for the very first time to their fans, several days before anyone had heard anything.

The campaign spanned several months leading to the record and shortly after its release as well. The creative ambitions were high, and details were thorough. For the song ‘Trullo’ (a song loosely based on Andrew Savage’s time living inside the structures in Italy where wine is made), the band partnered with winemaker Southold Farm + Cellar and Austin Texas’s Lolo wine shop for an event featuring a custom wine release and a DJ set from Austin Brown.

In Tokyo, the band dropped a special merch and 7-inch single with local record store Big Love Records.

Paris saw Andrew Savage teaching a still-life drawing class to 30 lucky fans.

Pulcinella brought Chicago area fans to a small club to experience an interpretative special performance by The Greyscale Clown.

Los Angeles celebrated the song ‘Plant Life’ with a dirt-dye workshop, giving fans the opportunity to dye a limited-edition shirt with mud, led by local artist Ryan J Simons.

Brooklyn, London, Mexico City, also joined in, highlighting local creatives, artists, and businesses. Parquet-Courts.com served as the campaigns focal point. All events were announced via the band’s newsletter and the information was listed neatly on the band’s website. After the conclusion of each event a recap with photos was posted for all to see and each included a custom merch item only available via each respective event.

The band combined these efforts with an equally ambitious project titled Feel Free, the release of eleven music videos centred around a special online event for fans to experience the record early ahead of release.

The campaign’s effort gave fans an opportunity to engage with the band beyond the music, after a year of confinement and limited interactions, the Power Of Eleven was a jolt to encourage Parquet Courts fans to connect and see each other again IRL.