British band London Grammar are the latest artist to work with mindfulness startup Calm, and the interesting thing about this partnership is that their label is fully involved too.
Sony Music’s 4th Floor Creative and Ministry of Sound teams worked on the deal, which saw three tracks from London Grammar’s new album remixed as much longer ‘meditative mixes’ that last for 15, 30 and 60 minutes respectively.
The partnership is a follow-up, of sorts, to the London Grammar-branded ‘Moodmix’ campaign in 2008 that got fans to sign in to Spotify, then created them a playlist to suit their current mood.
Calm continues to grow during the Covid-19 pandemic, which has boosted signups to and usage of wellbeing and fitness apps of all kinds. The company’s app has been downloaded more than 100m times so far, and Calm says it is adding more than 100,000 new users a day.
Image by Alex Waespi