Night
Shift.
Client
Year
Sector
Service
31M
first-month streams
4
cities, one club night each
12k
people through the door
The challenge
Atlas Records was releasing a debut album by an artist with a loyal club following and almost no streaming presence. Album launches live or die in the first four weeks of streams, and paid playlist pushes were not an option the artist would accept.
4 club takeovers
Pre-save entry
The idea
The album was written on night shifts. So it launched as one: four cities, four club nights from midnight to six, each one premiering a different part of the record, with entry only for people who pre-saved it.
What we made.
Four one-night takeovers in Amsterdam, Berlin, Copenhagen and London. Stamped wristbands that unlocked unreleased tracks. A night-by-night social diary, filmed by the crowd and cut by our studio before the club closed.
4 club takeovers
Pre-save entry
Unlockable wristbands
Overnight social diary
Press nights
Made for the feed.
Cut vertical first, for the platforms where this audience actually gets watched.
31M
first-month streams
The result
31 million streams in the first month, 12,000 people through the doors and a top-ten debut in two of the four markets. The tour that followed sold out on the strength of the four nights.
“It never felt like marketing. It felt like the album's first four parties, and the streams followed the people who were there.”
Head of campaigns, Atlas Records
