Artists, designers and illustrators from around the world were invited by Paloma Faith to design their own interpretation of her album, A Perfect Contradiction. Using her current artwork (originally designed and photographed by David Standish), music and general persona for inspiration, Paloma invited artists to submit their own eyecatching design. There were no limitations on medium; however, it needed to be a design that could later be turned into a limited-edition poster.
Paloma and her team of judges, British photographer Rankin and Michael Stephens of Liberty London, selected one artist as the winner for The Career Opportunity. The public chose one artist as the winner for The Community Choice prize (including exposure on Paloma’s socials and $350). The Career Opportunity prize was $1,300 and a portfolio meeting with a Sony Music creative: the artwork used as Paloma Faith’s official social skins for a one-week takeover: a feature for their artwork on Hunger: and the artwork used as Paloma Faith’s limited-edition poster for A Perfect Contradiction.
The inspiration for starting the competition came directly from the fans. Paloma has always been sent the most incredible artwork and when those works are posted on her socials they receive huge engagement. The competition was an opportunity for fans to feel included in Paloma’s album journey without serving the fanbase with ongoing CTA sales messaging, but still getting across the excitement of the album release. The competition created engaging photo and video content over the six-week submission period, the public vote time period, which is still continuing now into the sale of the limited-edition poster and, later will be displayed in a physical exhibition in London.
Everything always coming back to the music, album and lyrical message behind Paloma’s album campaign for A Perfect Contradiction – Outsiders’ Edition. All entrants are to be included in the #PalomaART montage video. There was a round up article on HungerTV.com, with a physical exhibition in London next year to complete the competition.
In total, 465 pieces of original artwork were submitted from all over the world, including the US, the UK, Indonesia, Colombia, Spain, Italy, Canada, India and Russia.
The Community Choice received 10,862 public votes, 272,340 engagements and 1,514,215 impressions.
Within this campaign period, Paloma’s social following increased by over 88.3k followers across social media, with a total reach on Facebook alone of 14.1m plus 982.6k engagements. The increase in tracked clicks to her music grew by 26k. The total combined reach (including PR pick up) within the campaign period far exceeds 15m.
KEY LEARNINGS
The vast awareness has been the greatest attribute, especially given the relatively small budget. This initiative opened up conversation around Paloma’s music and allowed fans to take part by contributing their own deep level of creativity. Artists, creatives and fans were able to take A Perfect Contradiction beyond the music and experience it in a more diverse sense. Paloma Art has certainly helped to solidify Paloma’s status as an iconic art and talented figure within the music world.
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