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.

-35 million streams of “Faded” single.

-15 million views of “Faded” music video.

PRE LAUNCH:

Recording of “Faded”, with vocals by Iselin Solheim. Three teasers were released.

NICHE LAUNCH:

Creation of exclusive platform for gamers: Invite only. Each member received an identity number based on when they joined. e.g. “Walker #62”. Platform include exclusive preview of upcoming material and forum for discussions.

BROAD LAUNCH:

December: “Faded” released 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.

January: Launch of gaming competition where gamers were invited to creatively include “Faded” in their own gaming videos.

February: Release of “Faded (Restrung)” and 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.