Isak Danielson’s third album campaign, Tomorrow Never Came, was focused on creating meaningful interactions between Isak and his global fanbase and it reflected the overall album theme of honesty around personal experiences.

When creating the album, Isak crafted a physical scrapbook, which included moodboards, collages of inspiration and video treatments for the songs. This handcrafted book became an important part of providing fans with an insight into the album and its vision.

Each song on the album had an accompanying video, which premiered on YouTube. Isak did a live redirect on the platform where he hung out with fans answering questions before the viewing of each music video and he participated in multiple live chats.

Upon album release an interactive book site was launched. Fans could unlock the digital scrapbook containing voiceovers from Isak alongside videos/ images, by typing the password that could be found via the songs’ Spotify Canvas covers (for fans using other DSPs, a hidden entrance button could be found on the page).

When unlocking the scrapbook fans could sign up to win the physical book and have the chance of getting invited to an intimate digital hangout with Isak Danielson (25 of his fans were invited).

Isak’s track ‘Always’ (remix version) trended on TikTok globally and particularly in Indonesia during the campaign. We made sure to create a presence on the platform quickly, where Isak addressed his new listeners and re-created the dance videos. The videos were supported by a targeted campaign, which gave an incremental follower increase.

Additionally, Isak’s streams have grown over the years on Anghami and with the help of The Orchard’s international team we worked at addressing those fans and the platform specifically with a tailored campaign for the platform.