bb u ok?

Holoday campaign Launched an “advent style” calendar around the “Holodays” on from 1st to 25th December. San Holo released a “gift” for fans every day, in this period, which will provide fun extra content for fans around the holidays.

This campaign lived across socials and DSPs with all content being posted on Instagram, Facebook, YouTube, TikTok, Discord etc. Super fans were also sent high-quality merch packs and encouraged to share content of them with their prizes on socials. All marketing initiatives linked from the San Holo landing page which launched on 3rd December.

‘find your way’ video

Ambitious lockdown video created and promoted with YouTube Q&A

What’s Your Vibe? playlist generator

Allowed fans to generate a playlist based on their mood. Fans enter information into a text conversation with San, custom playlists will be generated depending on the fan’s responses in the chat.

Playlist is created based on the selections using things like tempo and tone in relation to either top electronic songs, or top songs across multiple select genres to create a playlist for fans.

Spotify Canvas – Instagram filters

An instagram filter was launched alongside singles ‘bb u ok?’ and ‘find your way (feat. Bipolar Sunshine) that matched the branding of the single cover art

Spotify Fans First

Exclusive white vinyl available through Spotify Fans First, over 1k sold in the first day with 1.2k sold in total. Spotify sent the Fans First email to San Holo fans in Germany, France and the Netherlands, in addition to the English-speaking territories (US, UK, Canada, Australia, New Zealand). Second initiative with North American tour pre-sale tickets offered to Spotify followers exclusively.

‘you’ve changed, i’ve changed’

Content from a video of San and Chet Porter playing ‘you’ve changed, i’ve changed’ was progressively revealed on the website as more fans pre-save the album.

Album documentary

San Holo’s bb u ok? album documentary premiered on YouTube on 12th October. San participated in the chat throughout the premiere. The documentary was teased with ‘thoughts and chemicals’ featuring American Football.