Marketing

Max Richter :: digital music marketing case study


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This campaign really made the most of the album title, inspiring a campaign that is as relevant to pop music as it is to classical. A great way of making a global happening around an album.

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

Company

Deutsche Grammophon

Team members involved

Stephan Steigleder – senior director digital media, Deutsche Grammophon

Campaign breakdown

Budget: £5k – £10k
Audience demographic: 40% female / 60% male, age 18-44, global

Overview of campaign

The product suite included several versions of the product From Sleep, a one-hour version of the full-product, Sleep. It included a limited CD digipack, a CD (jewel case) to follow-up the digipack, a 2 X LP black vinyl and 2 X LP transparent vinyl.

All digital partners got the one-hour version, including streaming partners. However, the full eight-hour version of Sleep went exclusively to iTunes at launch (4th September).

For a special remix EP, we started an artwork competition for the album cover. It was hosted via 99designs – a design marketplace with a community of over 1m designers worldwide. Anyone could sign up for free and submit their artwork for the Sleep competition. The winner was handpicked by Max Richter personally and 99designs even upped the prize money by 50%, so there was €749 for the winner.

Additionally, every designer who submitted an entry that rated with 4 or 5 stars by Max Richter got a signed copy of the album. The UK team created a fantastic campaign that was launched worldwide a day in advance of the release date.

Max Richter was inviting his fans around the globe for an unusual experience: to spend one night with his music (Sleep) worldwide and across all time zones, and to share their experiences, dreams and thoughts afterwards using the hashtag #OneWorldSleep via Instagram, Twitter and Facebook, which all feed into the website www.oneworldsleep.com.

This was the first time fans were able to hear the full eight-hour album ahead of release.

Results and key learnings

The competition was very successful and received great attention: in the course of two weeks, 908 different designs from designers all over the world were submitted. The #OneWorldSleep campaign was a great global success, with almost 20k sessions all over the world in one night. Sessions: 19,443. Users: 13,229. Page views: 27,526.

Links and extra info

Artist website: http://www.maxrichtermusic.com
Label website: http://www.deutschegrammophon.com
Artwork contest: http://99designs.de/illustrations/contests/create-max-richter-artwork-515287/
Overview: http://www.oneworldsleep.com/

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