Bonobo renewed his partnership with artist Neil Krug to build a whole visual universe to accompany the new record. A week before the album announcement, the global teaser campaign was launched to showcase the campaign artwork.

Cryptic billboards/outdoor popped up in 12 cities across the world, representing each track on the album plus a QR code. The QR code sent fans to a holding page on bonobomusic. com which had coordinates for the 12 artwork sites and included a link to the Bonobo Essentials playlist on Apple Music, which had a teaser clip of single ‘Rosewood’ under the pseudonym “Fragments”. On Spotify, we linked to the Best Of Bonobo playlist. The playlists were branded with Neil’s artwork.

There was a high frequency single release strategy, allowing us to continuously pitch throughout the campaign and showcase different sides to the album. We followed up quickly with ‘Tides’ which featured Jamila Woods, which was a pivotal track for Si Green (aka Bonobo) whilst working on the album. Five singles were released before the album came out.

We worked really hard and strategically on the physical offering: including a sacred white label of ‘Rosewood’, a Deluxe Edition with a double lenticular sleeve and an Indie version, as well as a Spotify Fans First vinyl and some retail exclusives in key territories. As an additional incentive, fans who pre-ordered the album were given access to presale tickets for dates in the UK and Europe.

To mark the release, we created a visual universe for ‘Fragments’ using the album cover along with a suite of assets like Neil’s images and video content for a raft on projections in London. Amazon funded the Fragments artwork and video projections at eight locations across two nights in London.

Si launched on TikTok on the week of release and we were able to share the beautiful imagery there.