No, ‘releasing your moth’ isn’t new-fangled rock slang.
Universal’s Decca Records launched a nifty homepage takeover on Spotify for Aurora’s new album ‘All My Demons Greeting Me As A Friend’ on Friday.
Fans were encouraged to create a moth and then release it to circle a light, with the number of moths growing to thousands over the course of release day.
The idea: to capture the attention of Spotify users, even if they didn’t know Aurora before – quick aside: she’s marvellous, one of Music Ally’s spots from the By:larm festival back in 2014 – and encouraging them to give the album a listen.
It’s also an example of how labels are experimenting with the interactive features of homepage takeovers on Spotify, rather than just splashing a banner on the service.