Lovely Creatures is the most comprehensive overview of the recorded work of Nick Cave & The Bad Seeds to date. Spanning 30 years of music from their debut album, From Her To Eternity, through to Push The Sky Away, their 15th studio album, the collection navigates one of the most exhilarating, idiosyncratic and inventive bodies of work created in contemporary music.
The album was compiled by Nick Cave and founding member Mick Harvey, with help from the current Bad Seeds. Band members past and present raided their personal archives to provide previously unseen photos and memorabilia, which have been collected into a beautiful hardcover book, along with a series of original essays. The book is available as part of the limited edition, super-deluxe album collection which also comes with a two-hour DVD containing rare and unseen archive footage.
Lovely Creatures is available in four physical formats, all featuring personal and rare photographs of the band (standard CD, triple LP, deluxe 3CD with DVD and the superdeluxe limited-edition package) along with regular and deluxe digital releases.
Marketing for the campaign included TV advertising (for the first time in the band’s history – with voiceover from Kylie Minogue), cinema, outdoor (including an early teaser campaign of the symbols from the artwork in key cities across the UK. This was mirrored with a teaser campaign via the band’s social networks), radio, and online (using the TV ad and pushing images of the amazing product itself).
The online campaign not only targeted fans of the band and similar acts, but also fans of relevant literature, TV shows, and films in an effort to not only garner the support of the hardcore fan, who would already own most of, if not all, of the music on the compilation (there was no new or unreleased music involved), but also those who may have only heard of the band in passing or heard the odd song via a sync, for example. This worked incredibly well. It was also backed up by a promotional campaign covering national and regional UK PR and national radio, which garnered key tracks hitting higher rotation across key stations and rave reviews across the board.
Lovely Creatures, despite containing no UK top 10 hit singles and only one top 20 hit, gave the band a top 10 album, their second in the space of a few months, following Skeleton Tree, and their fifth overall – a feat replicated in Australia and Germany. It was rapturously received by fans and media alike, and has recently made the top 10 of Uncut’s Archive Releases for 2017, picked up the prestigious AIM award for Special Catalogue Release Of The Year and was nominated for a 2018 Grammy Award in the Boxed Or Special Limited Edition Package category.
Despite the lack of any new music, fans embraced all formats, with the super-deluxe boxset particularly popular, and the double CD appealing to the more latent fan.
From day one, BMG was committed to make this a long-term campaign. We stick to our initial vision and are still working since the release in May, this campaign re-boosted by perfectly timed dates this autumn and with the aim to regain more visibility around the holiday season. We believe this is a remarkable achievement in these days and age of short-term exploitation cycle.
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