2021 marked 10 years of Noel Gallagher’s High Flying Birds and Back The Way We Came: Vol 1 (2011-2021) is a Best Of album celebrating this landmark.

The tracklisting was curated by Noel from his three studio albums and three EPs, plus two new brand new tracks recently recorded, which were singles to lead the campaign. Limited-edition album formats featured a bonus disc including previously unreleased songs.

D2C offerings are always key to Noel’s fanbase and we released an online store exclusive Super Deluxe Box Set including an hardback coffee table book featuring images handpicked by Noel, and a mini-site digitally replicating the design of the book.

All our archive assets are stored chronologically. This meant we had easy access to each album’s specific content, such as videos, track-by-tracks, performances and interviews to enhance the storytelling.

We filmed a variety of short- and long-form content with Noel, covering interviews, sessions and performance content with stripped back/alternative versions of tracks. This fresh content complimented our original archive material.

As a fan incentive, we created a personalised Playlist Generator Quiz based on different themes using Noel’s catalogue. This helped drive streaming consumption.

We launched a new profile on TikTok for the campaign and Noel invited fans to send in questions to answer about the last 10 years – to a great response.

Record Store Day invited Noel to be their Official Ambassador – he has always been vocal about his support for record stores. The timing worked well as their first drop was on 12th June. With our album release already planned for the 11th June, we arranged an exclusive version of the vinyl for this event, and we filmed an interview with Noel discussing Record Store Day.