Marketing

Khruangbin’s AirKhruang gets remixed as ‘Shelter in Space’


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One of 2018’s cleverest music marketing campaigns was the one for US group Khruangbin. It included the AirKhruang website, which asked fans to input details of their upcoming flights, then created Spotify playlists to match their length, drawing on tracks that the group would use in their DJ sets, as well as artists from the countries under each flight path. We profiled the campaign at length in this Sandbox report in March 2019.

Now, in 2020 with its Covid-19 pandemic, there isn’t much call for flight-length playlists, but AirKhruang has been ‘remixed’ into something new called Shelter In Space by the band and developer Lee Martin. It promises to help fans “take a musical voyage from the safety of your home by generating a playlist curated by Khruangbin for one of your activities”. Said activities include cooking, gardening, reading, bathing, exercising, meditating, dressing up, doing housework, drinking and getting “between the sheets”. After choosing a length of time, fans can log in using Spotify or Apple Music to save the resulting playlist. It created this two-hour reading playlist for us on Spotify, and this 90-minute cookery playlist for us on Apple Music, as examples.

Stuart Dredge

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