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The Walkers

SONY MUSIC SWEDEN, Stockholm / ALAN WALKER / 2016

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Overview

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Credits

Overview

Background

One day in 2014, Alan Walker from Bergen, Norway made his love for classical music, equal to his passion for gaming, known to his online community. He had crafted the track, "Fade" that he uploaded to his YouTube channel. Alan’s fellow gamers shared his appreciation for atmospheric compositions and spread the song further by including it in their gaming videos. As "Fade" gained attention, we discovered Alan's talent and potential and he signed to our label to release new music.

CHALLENGE:

-Never before has the music industry been so crowded with emerging artists.

-Gamers have a culture of high integrity and are hard to please. However, once they are on your side, they are your biggest, most loyal fans.

OBJECTIVE:

-Launch Alan Walker as the upcoming artist within Electronic Music without losing the gaming community.

-200 members on platform.

-15 million views of “Faded” music video.

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.

Similar Campaigns

4 items

1 Cannes Lions Award
Alan Walker - "Faded"

SONY MUSIC SWEDEN, Stockholm

Alan Walker - "Faded"

2016, ALAN WALKER

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