From shoppable Snapchat lenses to location-based treasure hunts to ticketing/album bundles, the campaign for Ariana Grande’s latest album ‘Sweetener’ has been pulling out plenty of digital stops.
Now it’s doing something else interesting in the real world, backed by Spotify. The streaming service is building an “immersive exhibit” inspired by the album, which will be open this weekend in New York. Spotify tweeted the news while encouraging fans to RSVP to secure entry to the pop-up exhibition, which is called ‘Sweetener: The Experience’. The guest list is already full, although Spotify says it’ll be making more tickets available via its Instagram stories this weekend. “Artist will not be present at the event,” warns the website, although this is exactly the kind of event where the artist suddenly popping out from behind a wall to surprise fans can go down well. Anyway, it’s an interesting side-note to the overall ‘Sweetener’ campaign, showing the continued appetite of streaming services to make their artists partnerships physical / experiential, rather than just digital / on-platform.