If you’re a major artist in 2021, you need to find different ways of working with the various global streaming services, ensuring that none of them feel left out of your pre-release campaign while (ideally) tapping into their marketing budgets as well as your own.
Witness the campaign for Coldplay’s new album ‘Music of the Spheres’. Fresh from announcing a two-day installation created with Amazon Music, now the band are running a lyrical treasure hunt with Spotify.
It started with a tweet from the band including the hashtag #SpotTheSpheres, before a digital billboard appeared in London revealing lyrics from one of the album’s tracks, ‘Biutyful’ – with fans pointed to the location from the Spotify canvas video for existing track ‘My Universe’.
More billboards will be appearing around the world in the coming days with lyrics to other tracks on the album, all with scannable Spotify codes pointing to Coldplay’s ‘Music of the Spheres’ playlist. That’s Amazon Music and Spotify ticked off… we await any Apple Music and YouTube activations with interest.