B08. Music Content Production & Distribution Strategy
Entrant
SONY MUSIC SWEDEN Stockholm, SWEDEN
Idea Creation
SONY MUSIC SWEDEN Stockholm, SWEDEN
Idea Creation 2
MER MUSIKK Oslo, NORWAY
Media Placement
SONY MUSIC SWEDEN Stockholm, SWEDEN
PR
SONY MUSIC SWEDEN Stockholm, SWEDEN
Production
BROR BROR Hägersten, SWEDEN
Additional Company
ACCOMPLICE Stockholm, SWEDEN
Credits
Name
Company
Position
Lisa Hultengren
Sony Music Sweden
Creative Manager
Johanna Hoffman
Sony Music Sweden
Product Manager
Claes Uggla
Sony Music Sweden
A&R
Katrin Bohman
Sony Music Sweden
Head of International Exploitation
Gunnar Greve
MER
Managing Partner
Gilbert Lunde
MER
Manager / Partner
The Campaign
THE WORLD OF ALAN WALKER:
-Bridge the gaming and music world, in the mind of a new artist, where fans can join the movement.
-The “Faded” story is set in a dystopian environment where we find a character, alone in the world, constantly exploring and longing back to a place that he once knew.
-Producing relevant music content to a gaming-centric fan base.
MAIN ASSETS:
-The new single “Faded”, a vocal version of “Fade”.
-Video teasers for “Faded”.
-Music video for “Faded”.
-Exclusive coding-style platform for pre-release of content.
-Gaming competition: Use “Faded” in own gaming videos.
-Orchestral version of “Faded” called “Faded (Restrung)”.
-Music video for “Faded (Restrung)”.
-Behind The Scenes videos from studio, live performance, music video making.
-Trailers and special edition logo for live-show debut at X Games Oslo.
-Interview videos of Alan Walker and singer Iselin Solheim.
-Artist and visual identity: Logotype, apparel, graphics, and communication.
Creative Execution
PRE LAUNCH:
Recording of “Faded”, with vocals by Iselin Solheim. Three teasers were released.
NICHE LAUNCH:
Creation of exclusive platform for gamers: Invite only. Each member received an identity number based on when they joined. e.g. “Walker #62”. Platform include exclusive preview of upcoming material and forum for discussions.
BROAD LAUNCH:
December: “Faded” released on all digital music platforms and the music video on YouTube. Partnered with a number of Scandinavia’s biggest gamers. Bought media on Twitch, YouTube, Swedish radio and Spotify.
January: Launch of gaming competition where gamers were invited to creatively include “Faded” in their own gaming videos.
February: Release of “Faded (Restrung)” and associated music video, which was performed by an orchestra and filmed in a dismantled nuclear reactor.
POST-LAUNCH:
-Continue to engage with fans via tailored digital material. Curated content includes: behind-the-scenes material, video interviews, videos from live shows, etc.
-Invite more listeners via “Faded” remixes.
SINGLE “FADED”
-#1 on official singles sales chart in 10 countries.
-7.5 million singles sold worldwide (including 500 million streams on Spotify).
-Top 30 most streamed track ever on Spotify.
-650 million views on music video with over 4 million likes, 250.000 comments, and 5 million shares.
-Germany’s "most streamed track in a week" ever and cracked Adele’s "Hello" record.
-Most shazamed song in the world (for 7 consecutive weeks).
-8 billion impressions on Radio in Europe (#1 on European Airplay Chart for 4 weeks)
-Over 600 platform members (excluding 1900 invite requests).
ALAN WALKER:
-The most successful breaking act of 2016.
-Established as one of the hottest new names within Electronic Music.
-Successful European summer tour at the biggest festivals in EDM such as Tomorrowland, Lollapalooza, and Summerburst.
- YouTube following grew 7200% to 2.915.000 subscribers.
- Facebook following grew 6200% to 785.000 followers.
In just four months, 18-year old Alan Walker went from being an unknown gamer to a record-breaking artist with his first single “Faded”. But Alan’s rise to instant success is about more than a good song. It is about how a young man dared to step out of his comfort zone to make music, and it is the story of how carefully curated content and a strategic digital dialogue united the gaming and music world - by creating a world of Alan’s own.
-Build curiosity and invite people into Alan’s world step-by-step by sharing details about Alan’s story, talent, music and life. Let fans discover his world by presenting a context through curated content.
-Apply gaming world logic in PR-timeline and assets: Use storytelling, mystery, challenges and rewards.
-Market on gaming sites (like Twitch) and through professional gamers’ channels.
-Stay true to Alan’s gaming roots: Give gamers VIP-treatment to ensure their hard-to-get-loyalty.
-Bridge gaming world and music industry by: 1) using Alan Walker’s “Fade” as base for new single for recognition/support from gamers, 2) adding vocals to make the music more accessible, and 3) inviting a broader target audience to listen to electronic music and making Alan’s connection to classic music known by an orchestral version.
-Include the target groups in building Alan Walker as an artist through interactive elements.
-Power-map key influencer media/gamers/bloggers/social media accounts for publicity launch, sponsorships and bought media.