We started the campaign by launching MaximoTV. This was a standalone “24- hour TV channel” that had archive live performances, interviews and music videos spanning the band’s entire career. The objective was to reactivate and warm up the band’s fanbase. We teased this across social media platforms with a “TV guide” outlining the schedule of shows. For fans to access the “24- hour TV channel”, they had to sign in via Spotify and email.

While teasing the album title during the climate change march in Berlin, we launched an interactive online art installation called Nature VS Humans. Users had to choose who would ‘eventually win the eco-battle’ between ‘nature’ or ‘humans’. This was then translated into the 3D evolving world, and users were then emailed an invite to a ‘mysterious’ livestream, which would be the launch of the album and a performance of the first single ‘Baby Sleep’, live from the Tynemouth Cliffs in the band’s hometown of Newcastle.

Greg James (Radio 1 breakfast show DJ) was a known die-hard fan of the band and a friend of [lead singer] Paul Smiths’, so we created our own Mastermind-style show, where he answered Maximo Parkthemed questions asked by Paul.

D2C was a big driver for us and helped us reach our #2 chart position.

We organised a livestream event from the Riverside in Newcastle which ran the week of album release. Tickets were bundled with the album and sold through the band’s D2C store.

In February, one month out of release, we wanted to give something back to the fans, and we organised a pre-save competition where the winner would have a night in with Maximo Park via Zoom and a special hamper of goodies from Wylam Brewery, who we partnered with.

As the band couldn’t do any in-store signing’s during lockdown, we came up with The Maximo Park Marathon Signing Event where we collaborated with five indie retailers in the UK and held a livestreamed four-hour signing session.

We also ran a charity auction during the event for a signed gold disc of the band’s debut album which raised £1,900 for the Newcastle West End food bank.

Amazon was always going to be a hugely important partner for us. A Twitch session was a really great way of linking into other parts of their ecosystem, and presenter Jack Howard made it engaging, bringing in new fans. Just under 25,000 concurrent viewers watched that stream. Alongside this we also created an exclusive artwork CD for Amazon which sold through very well.

Stuart Braithwaite from Mogwai started the hashtag campaign at the beginning of the week one, after the success of Mogwai’s #1 campaign the week prior. This created an amazing organic drive on social media which we joined in with.