Pioneering British group’s latest album had a streaming playlist as a companion piece, unlocked by fans’ social activity.

[Note, the text that follows was submitted by the team behind the campaign, rather than written by Music Ally.]


Believe Recordings

Team members involved

James Farrelly – head of trade marketing, Believe Digital

Campaign breakdown

Budget: £0-£500
Audience demographic: 20% female / 80% male, age 25-44, UK

Overview of campaign

As More Signal More Noise was the band’s first album in a number of years, we wanted to develop a strategy that would engage existing fans and also bring potential fans into the fold.

We also knew that Asian Dub Foundation had a fanbase which may be slightly older and may not have adopted streaming as their chosen method of music consumption; so we wanted to create something that would act as a ‘companion’ to the album – regardless of whether the fan bought a physical copy, downloaded it or streamed it.

Asian Dub Foundation created a playlist of white noise, chants and radio static on Spotify. We asked fans to like, share and follow the playlist; the more of these activities they did, the faster the ‘noise’ tracks would be replaced, one by one, to reveal new and exclusive content such as track talks, album tracks, remixes and live performances.

Eventually, by the end of the campaign, the fans will have worked together to “Break The Signal” and reveal a companion piece for Asian Dub Foundation’s new album.

Results and key learnings

The Believe Digital marketing team also set up social shares around the launch and throughout the campaign, which helped fans to hear about the campaign in the first place. But because of the requirement for the playlist to be shared by fans, it began to promote itself.

We were also able to secure promotion from Spotify in France, Germany and Italy, ensuring additional reach of the campaign. Alongside this, the campaign also triggered notifications to followers of the ADF profile and the Break The Signal playlist each time the playlist was updated.

Links and extra info

More Signal More Noise

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