Cannes Lions

Alan Walker - "Faded"

SONY MUSIC SWEDEN, Stockholm / ALAN WALKER / 2016

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Overview

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Credits

Overview

Description

THE WORLD OF ALAN WALKER:

-An interactive and audiovisual journey in the mind of a new artist, where fans could join the story.

-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.

MAIN ASSETS:

-The new single “Faded”, a vocal version of “Fade”.

-Video teasers for “Faded”.

-Music video for “Faded”.

-Exclusive online platform with secret code for pre-release of “Faded” teasers and music video.

-User Generated Content (UGC) competition for gamers.

-Orchestral version of “Faded” called “Faded (Restrung)”.

-Music video for “Faded (Restrung)”.

-Behind The Scenes videos from studio, live performance, music video making.

-Teasers, trailers and special edition logo for live show debut at X Games Oslo.

-Interview videos of Alan Walker and the singer Iselin Solheim.

-Artist and visual identity: logotype, apparel, graphics, communication, and guidelines.

Execution

PRE LAUNCH:

Recording of “Faded”, now with vocals from singer Iselin Solheim. Three teasers were released.

NICHE LAUNCH:

Creation of exclusive platform for gamers: Each member received an identity number based on when they joined. e.g. “Walker #62”. The platform previewed upcoming material first.

BROAD LAUNCH:

“Faded” was released in December 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. In January, we launched a gaming competition where the mission was to upload UGC on YouTube where gamers creatively used “Faded” in a video game. In February, we released “Faded (Restrung)” and an associated music video, which was performed by an orchestra and filmed in a dismantled nuclear reactor.

POST-LAUNCH:

We continuously engaged fans via tailored digital material. The curated content includes: behind-the-scenes material, video interviews, videos from live shows, etc.

Outcome

SINGLE “FADED”

-#1 on official singles sales chart in eight countries.

-3 million singles sold worldwide (including 250 million streams).

-200 million views on music video with over a million likes, 45000 comments, and 1.2 million shares.

-Germany’s "most streamed track in a week" (3.69 million) ever and cracked Adele’s "Hello" record.

-Most shazamed song in the world (for 7 consecutive weeks). Most shazamed track in Europe so far this year.

-8 billion impressions on Radio in Europe (#1 on European Airplay Chart for 4 weeks)

-Currently #3 on YouTube Music Global Top 100.

ALAN WALKER:

-The most successful breaking act of 2016.

-Established as one of the hottest new names within Electronic Music.

-Scheduled for a European summer tour at the biggest festivals in EDM such as Tomorrowland, Creamfields and Summerburst.

- YouTube following has grown 1900% to 800.000 subscribers.

- Facebook following has grown 1450% to 180.000 followers.

Similar Campaigns

4 items

1 Eurobest Award
The World of Alan Walker

SONY MUSIC SWEDEN, Stockholm

The World of Alan Walker

2016, ALAN WALKER

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