Gorillaz released ‘The Mountain’ at the end of February, their first album under their own label KONG. The band’s manager Niamh Byrne recently told the audience at Music Ally Connect about how Eleven Management’s team is “doing everything from marketing campaigns to digital strategy to data management and fan management to production” for the global campaign.
One of those activations is an exclusive experience with Spotify, combining digital and IRL experiences. The digital experience consists of a Gorillaz Character Match, where top
Gorillaz listeners in the UK, US, Canada, Australia, New Zealand, Mexico, Brazil, Italy, Poland and Spain are matched with one of the four Gorillaz characters based on their listening history.
Once matched, fans unlock a personalised playlist featuring tracks from the new album alongside hand-picked favorites from the band’s discography. They’ll also receive a character share card for social media.
Outside of the app, the team has created an IRL treasure hunt – four large-scale, hand-painted murals have popped up across London, each depicting one of the band’s characters. Each mural features a hidden QR code. Fans that scan all four are entered to win Gorillaz tickets, merch, and signed memorabilia.
How to engage with Spotify for your next campaign
Bridge digital and physical. Spotify frequently builds physical, highly themed pop-up locations in key cities to celebrate major album releases. These spaces often include exclusive merchandise, photo opportunities, and interactive games. See their campaign with aespa.
Personalised on-platform experiences. Spotify is partnering with artists to create highly personalised, data-driven playlists that generate shareable digital moments for fans. Oasis around their reunion tour.
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source musically.com ’
