Sigur Rós

Overview

Icelandic post-rock band Sigur Rós released Kveikur, their seventh studio album, in 2013 and to mark its 10th anniversary they are offering a range of digital goods and collectables through Heimr (translating as World), their own digital community and social platform.

(To be part of Heimr, fans need to register and claim their Glingur – an NFT that gives them access to the online community.)

“For the first time, we are releasing a limited edition digital album collection exclusively in Heimr as a celebration of the 10th anniversary of Kveikur,” says the site.

It costs $15 and for that fans get a “digital artwork collectible from one of 20 designs created for the original album release”, Smábók (a digital ‘zine tied around the album design which has all 20 of the above-mentioned artworks, with nine pieces from the album cover and 11 additional pieces) and a redemption code for the digital deluxe edition of the album from the official Sigur Rós Bandcamp page.

They can also stream the album within Heimr.

There were only 2,023 editions available to purchase and fans had to pre-register before 27th April to be in with a chance of getting one.

This is effectively a bridging project into the band’s new album, their first in a decade, that will be released in June. They will also be doing a run of shows in Europe and North America with a 41-piece orchestra to coincide with the new album.

The deluxe digital edition of Kveikur is one of the more interesting anniversary reissue campaigns we have seen for a while, placing it front and centre within the online community the band have built. Few artists want the cost and hassle of building their own community platform, preferring instead to lean on third-party platforms like Facebook, Instagram and Twitter.

Here, however, Sigur Rós control all the data and can, when the project is right, turn it into a D2C opportunity and sell directly to an audience they have diligently nurtured.

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