There’s a new Coldplay double-album on the way next month, and it sounds like the band and their team are having fun with the announcement process.

So far, the teaser campaign has included a typewritten letter sent to fans (“For the last 100 years or thereabouts, we have been working on a thing called Everyday Life…”); posters in strategic locations across the world; switching out existing ‘Canvas’ videos on Spotify for 1920s-style clips; a Facebook post backdated to 22 November 1919; and now a live countdown on the band’s website.

Judging by the response, the campaign is already doing very well on its dual aims: getting fans buzzing about the new release, and generating media coverage without traditional press releases or other outreach to journalists.

Music Ally’s next Learn Live webinar will help you build the strategies for artists to thrive in new international markets!

Music Ally's Head of Insight

Leave a comment

Your email address will not be published. Required fields are marked *