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.

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.

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.

In just four months, 18-year old Alan Walker went from being an unknown gamer to a record-breaking artist with his first single “Faded”. But Alan’s rise to instant success is about more than a good song. It is about how a young man dared to step out of his comfort zone to make music, and it is the story of how carefully curated content and a strategic digital dialogue united the gaming and music world - by creating a world of Alan’s own.

-Build curiosity and invite people into Alan’s world step-by-step by sharing details about Alan’s story, talent, music and life. Let fans discover his world by presenting a context through curated content.

-Apply gaming world logic in PR-timeline and assets: Use storytelling, mystery, challenges and rewards.

-Stay true to Alan Walker’s gaming roots: Give gamers VIP-treatment to ensure their hard-to-get-loyalty.

-Create a bridge between gaming world and music world by: 1) using Alan Walker’s “Fade” as base for new single for recognition/support from gamers, 2) adding vocals to make the music more accessible, and 3) inviting a broader target audience to listen to electronic music and making Alan’s connection to classic music known by an orchestral version.

-Include the target groups in building Alan Walker as an artist through interactive elements.

-Power-map key influencer media/gamers/bloggers/social media accounts for publicity launch, sponsorships and bought media.

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 very 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.