The campaign for Mumford & Sons’ fourth album, Delta, kicked off at the end of August with a teaser initiative, celebrating the first three albums of their career over the course of three weeks, subtly branding them as the ‘Alpha’, ‘Bravo’ and ‘Charlie’ eras. This led to a collection of astute fans correctly decoding (when following the NATO Phonetic Alphabet) the name of the new album.

Delta’s album cover was shot during an ambitious multi-faceted shoot in Long Island, working with long-time creative collaborator, Studio Juice. We ensured an exhaustive list of assets were captured with the cover, from cinematic drone shots, to individual portraits of everyone on set, to video shot alongside the album cover coming together –all designed to extend the Delta aesthetic way beyond the confines of a square packshot.

Alongside the album announcement came the promise of a huge 60+ date tour, which fans could gain pre-sale access to by pre-ordering the album, an initiative which paid off immensely –providing a vital amount of sales for the crucial week 1 chart period.

Community and inclusiveness are pillars of the Delta campaign. Going into the fourth era of their career, the band wanted to involve the fans more than ever and created several opportunities for them to be a part of it all. This started with band member Ben Lovett’s regular Instagram feature Live @ 5, taking place every Friday, with Ben (primarily) live streaming and utilising ‘Live With’ to bring fans into the stream to chat and ask questions. It has become a ‘must watch’ for fans each week.

Facebook Groups were an obvious utility to bring fans closer together. We launched Agora, Mumford’s official Facebook group and it exploded instantly. Physical meet-ups started to happen and led to the band facilitating and encouraging real-life interactions of the fan group as well as exploring dedicated merch lines for them. Agora was also the first place new music announcements were posted, ahead of the rest of the web to reward members.

The inclusiveness theme also fed into the treatment of the music video for ‘Guiding Light’, shot surrounded by (and featuring) a group of 200+ invited fans outside the Tate Modern in London. Making the most of this moment, once the video shoot wrapped, they busked a mini-set and broadcast it live to YouTube for an extra special instalment of Live @ 5, which was enjoyed online by over 4,000 simultaneous viewers and tipped the band over 1mYouTube subscribers while live on air!

On 15th November, the night before the release of the album, a series of listening events took place around the world, pairing the album with beautiful footage from our partner for the events, National Geographic. Fans were invited to attend for free via a ballot run via their mailing list and created a great platform for the launch of the album. The footage then went on to become official lyric videos for every song on the album.