Following Muse’s previous album streak of six consecutive #1 studio albums, the aim for this campaign was to make the dystopian narrative Will Of The People their seventh #1 album by building on the commercial and cultural impact of the last release, Simulation Theory.

The heart of any Muse album campaign is the fan and this was the primary objective throughout. After the release of their first single, ‘Won’t Stand Down’, the tracklist was teased on the official website’s source code, first as anagrams to spark conversation on Twitter and Reddit, followed by releasing the official titles after much guessing and anticipation.

The fans’ Instagram pages were further disrupted with a trick post that saw the album creative statue heads crumbling down their phone screen. On launch of the album, we created an Instagram lens of the Anonymous-style figurehead who appeared to graffiti the Will Of The People logo on fans’ front and back camera screens.

Alongside galvanising the current fanbase, Muse looked to explore a new audience on TikTok with UGC videos, official content such as clips from music videos plus more organic assets such as duetting guitar or drum solos with the band.

On launch of the album, an immersive album experience was created in the form of a website where fans could explore an interactive digital landscape based on the album artwork with other fans. While in this desolate land, they could listen to the new album, watch music videos, shop for merchandise and buy tour tickets.

D2C offered a variety of album formats for Muse’s fanbase, including a brand new format on release. Working with NFT Platform Serenade, the Will Of The People album was available as an eco-friendly digital pressing and featured an alternate cover art which was digitally signed by the members of the band. This edition sold out within 25 minutes of being on sale (qualifying for the charts in the UK and Australia) and became the first new format to be added to the charts since album streaming in 2015.