Cannes Lions
SONY MUSIC SWEDEN, Stockholm / ALAN WALKER / 2016
Awards:
Overview
Entries
Credits
Description
THE WORLD OF ALAN WALKER:
-An audiovisual journey in the mind of a new artist.
-Based on the “Faded” lyrics, we set the video storyline 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”.
-Three teaser videos for “Faded” music video.
-Main “Faded” music video.
-Artist and visual identity: logotype, apparel, graphics, communication, mood, and guidelines.
-Exclusive online platform with secret code for pre-release of “Faded” teasers and music video.
-Accompanying music video of orchestra performing “Faded” called “Faded (Restrung)”.
Execution
-The music video for “Faded” was the first chapter of Alan’s story, introducing the visual concept, Alan’s hidden identity and homage to the gaming community.
-To build hype, three teasers from the music video were pre-released. Each teaser presented different details. Combined the viewer could figure out that the upcoming single was a vocal version of “Fade”.
-Creation of exclusive platform for gamers: Each member received an identity number. On the platform, they could preview upcoming material before anyone else.
-“Faded” was released on December 4th on all digital music platforms and the music video on Alan’s YouTube Channel.
-We partnered with a number of Scandinavia’s biggest gamers to spread the video.
-Clips from the music video were predominantly used as marketing on Twitch and YouTube.
-In February, we released “Faded (Restrung)” with an accompanying music video, which was performed by an orchestra and filmed in a dismantled nuclear reactor.
Outcome
MUSIC VIDEO:
-200 million views on YouTube.
-High engagement level: over a million likes, 45.000 comments, and 1.2 million shares.
-Currently #3 on YouTube Music Global Top 100 (on chart for 9 weeks).
SINGLE:
-3 million singles sold worldwide (including 250 million streams).
-Most shazamed song in the world (for 7 consecutive weeks).
-Most shazamed track in Europe so far this year.
-Germany’s "most streamed track in a week" (3,69 million) ever and cracked Adele’s "Hello" record.
-8 billion impressions on Radio in Europe (#1 on European Airplay Chart for 4 weeks)
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 Electronic Dance Music such as Tomorrowland, Creamfields and Summerburst.
- YouTube following has grown 1900% to 800.000 subscribers.
- Facebook following has grown 1450% to 180.000 followers.
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