Department store Ludwig Beck is the first address for exclusive fashion in Munich. But hardly anyone knows that they have a well sorted music department.

While physical album sales at Ludwig Beck continue to decline, music is mainly consumed in digital playlists. Algorithms determine the next track. The album as a complete piece of art has lost its relevance. The album artwork has dwindled down to a mere fashion item. Band t-shirts are the best proof for that. They used to be an exptression of true fandom, but today, hardly anyone knows the music behind them.

Under the motto “not just fashion, but music” we invited young people to our music department to discover the albums behind the shirts on the occasion of our 30th anniversary.

With our campaign we aimed at a young fashion-savvy target audience.

Our print ads, posters, billboards and online ads were all placed in and around the department store in Munich.

Not only did the campaign generate a 47% increase in followers on social media, it also had a huge impact on the department store. People stormed the music department, discussed music and cover art – but most importantly –record sales increased by 58%.