-Bridge the gaming and music world, in the mind of a new artist, where fans can join the movement.
-Utilize the Alan Walker brand with the gaming community to build a devoted fan base.
-Maintain and increase fan-engagement with relevant content.
MAIN INITIATIVES:
1)Exclusive coding-style platform w41k3r.com:
-Secret community with hidden identities.
-Gather the gaming fans + new fans in one place.
-Pre-release content.
-Forum to spur discussions and get feedback.
2)Gaming competition:
-We invited gamers to include “Faded” in their own gaming videos and share across YouTube and Twitch.
3)Video content:
-“Faded” music video and teasers.
-Orchestral version of “Faded” called “Faded (Restrung)”.
-Behind The Scenes (BTS) from studio.
-BTS from live performance.
-BTS from music video making.
-Interviews of Alan Walker , singer Iselin Solheim and other team members.
Creative Execution
PRE LAUNCH:
Release of three teasers: start hype amongst gamers.
NICHE LAUNCH:
Launch of exclusive platform: Invite only. Each member received an identity number based on when they joined. e.g. “Walker #62”. Platform presented exclusive previews of upcoming material.
BROAD LAUNCH:
December: “Faded” song released on all digital music platforms and the music video on YouTube. Partnered with a number of Scandinavia’s biggest gamers.
January: Launch of gaming competition where gamers were invited to creatively include “Faded” in their own gaming videos. A playlist was created on Alan’s YouTube that highlighted the best videos.
February: Release of “Faded (Restrung)” with 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 by Tiësto and others.
ENGAGEMENT:
-Over 600 members on platform (excluding 1900 invite requests).
-650 million views on music video with over 4 million likes, 250.000 comments and 5 million shares.
- YouTube following grew 7200% to 2.915.000 subscribers.
- Facebook following grew 6200% to 785.000 followers.
-Most shazamed song in the world (for 7 consecutive weeks).
SINGLE “FADED”
-#1 on official singles sales chart in 10 countries.
-7.5 million singles sold worldwide (including 500 million streams on Spotify).
-Germany’s "most streamed track in a week" ever and cracked Adele’s "Hello" record.
-8 billion impressions on Radio in Europe (#1 on European Airplay Chart for 4 weeks)
-Top 30 most streamed track ever on Spotify.
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.
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.
-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 to a mainstream audience, and 3) continuously creating content to engage on a deep level directly with the fan community.
-Include the target audience in building Alan Walker as an artist through interactive elements.
-Apply gaming world logic to engage audience by storytelling videos, mystery, challenges and rewards.
-Market through professional gamers and gaming sites (like Twitch).
-Create initiatives that build the brand story around Alan Walker.