In the lead up to their new album, Dreamland – scheduled for release in July – Glass Animals have created an online replica of their computer desktop that comes with assorted artwork, stems, samples and photos for fans to play around with.

There are lots of different items on the desktop – which has a suitably retro feel – like a web cam, video files, audio files, a messenger bot, the option to sign up to their mailing list and a prompt to pre-save the album. Fans were invited to share their own creations with the assets the band had made available using the hashtag #GlassAnimals on Instagram. Polydor, the band’s label, says the site had 60k unique visits in the first week of its launch.

The band also partnered with Rek0de to carry out what they called a “psuedo-livestream” and push users to their official site (when sent them to the desktop simulator). Finally, they set up Dreamland TV which streamed across Facebook, YouTube, Twitter, TikTok, Instagram and Twitch. It had a variety of channels, including Dave Ja Vu (showing bloopers and outtakes), GATV Unplugged (featuring exclusive live sessions) and The Buy Network (with QVC-style videos from the band). Polydor says there are more parts of the campaign to come, with the next phase having a heavy focus on 3D.

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Stuart Dredge

Music Ally's Head of Insight

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