Behind The Campaign :: Pinegrove
Behind The Campaign :: Pinegrove
US rock band Pinegrove released 11:11, their fifth studio album, in January 2022. Promotion for Marigold, their 2020 album, was cut short due to the pandemic, but they created the Amperland, NY album and concert film to plug the gap. Tom Davies (Cast Iron Management), Pablo Douzoglou (VP marketing at Beggars Group) and Ashley Young (product manager at Beggars Group) explain how the album was teased, why warming up the fanbase was critical, where they gave a UGC spin with the release of album tabs and why the band limited the number of physical formats they released.
- 1Releasing a live film and album to bridge between two studio albums
- 2Releasing the first single without mentioning there was a new album coming
- 3Warming up the fans
- 4Releasing tabs of all the tracks before the album was out
- 5Leading into the album launch
- 6A livestream to launch the album
- 7Working with DSPs and retailers
- 8Creating a ‘book club’ for fans
- 9Touring will drive the album’s second phase
Tom Davies (Cast Iron Management), and Pablo Douzoglou and Ashley Young (Beggars Group) explain how the album was teased, why warming up the fanbase was critical, where they gave a UGC spin with the release of album tabs and more...
