THE SMILE – XL RECORDINGS | BEGGARS GROUP

CAMPAIGN OVERVIEW

Submitted By: Beggars Group
Artist Name: The Smile
Artist Label: XL Recordings
Artist Territory: United Kingdom
Campaign Submission Date: 04/10/2025
Campaign Budget: Mid ($5K–$50K)
Agency Involvement: Yes
Agency Name: Router
Primary Goals:

• Awareness
• Fan Growth

Target Audience Age:

• 25-34 years
• 35-44 years

Target Audience Location: North America, UK & Ireland
Primary Genre: Rock

CAMPAIGN CASE STUDY

With the release of the band’s second album of 2024, there was a need to set the record apart from the past two releases that had been predominantly defined by the world of Stanley Donwood and his visual identity. The band partnered with visual artists Weirdcore, the London based artist whose collaborations with bands like Aphex Twin, M.I.A. and Simian Mobile Disco have received accolades and fans globally. The visual identity of Cutouts, in addition to the Stanley Donwood designed art, was predominantly defined by Weirdcore’s visuals, which fulfilled the necessary touch-points across the entirety of the campaign, including short form, visualizers, press photos, marketing digital billboards and long form music videos and social clips.

As part of the Cutouts campaign, XL Recordings unveiled Through the Glass, a site-specific installation that took place in selective used vintage electronic equipment stores in New York and London. The locations served as a site-specific work, places for fans of the band to experience the visuals and listen to the new album, harking back to the days when record stores would house listening-stations to preview albums via built in CD booths. As part of the installation the band unveiled a set of easter-eggs in the form of a two-step authentication experience to unlock new music and visuals. Visitors were encouraged to visit a website on their phone while at locations. Using the available old cathode ray tube tv displays, half the screens displayed Weirdcore visuals from the campaign collab and the other half of the screens contained a set of rotating codes, refreshed every 90 second randomly. The experience was meant to elicit interaction only for those in person, as users had to input the expiring codes live on the spot to unlock new music from the band. Inside the lighting and mood stimulated the senses to complement the music and visuals. Fans found cd players and cassete players interspersed throughout the space containing the album.. The campaign ran for 4 days in early October leading up to the release of the album globally.

The experience was buzzed about and shared across TikTok, Reels and on X, eliciting valuable in-person interactions with fans of all walks of life. It proved to be a unique way to bring people together, allowing for the music to be experienced through an entirely new lens, and for a lot of people, through an entirely new and often overlooked hardware (CDs and Cassettes).

CHANNELS & CREATIVE

Unique Campaign Angle: The collaboration was a fitting match and creating spaces that were inviting to experience it in person provided for a great experience for the fans of the band. While it felt small scale given the reach of the band, recapping the experiences online provided for fans across the globe an opportunity to preview what was happening at these short-lived spaces.

Marketing Categories:

• Community & Fan Engagement
• Live & Experiential Marketing

Marketing Avenues & Channels:

• TikTok YouTube Instagram Facebook
• Email & CRM
• Other
• IRL presentation

Campaign Images

Campaign Assets

PERFORMANCE & INSIGHTS

The Turning Point: With the high demand for the project, limited promo time, and no live appearance, there was an interest to bring the visual presentation of the album to life utilizing new medium. The visuals felt like a great companion to what’s become popular nostalgic but effective gadgets for those who appreciate analog media. NYC and London had perfect locations that were integral parts of this community of fans, and whose importance needs to be preserved and supported. The analog equipment was very suitable for the style and aesthetic of weirdcore’s artwork, and it provided the perfect scene for viewers to appreciate the music undisturbed. Both the NYC and London locations had their own history and place within their local communities, supporting and preserving these gems felt like a goal for the project her

The turning point for the event focused on a two-step authentication experience that was site specific, revealing new music and material for audiences that attended the spaces. New music and visuals were revealed to those in person and whom notice the cryptic codes on display.

Standout Statistics:
The spaces were small but the crowds were plentiful. For NYC, with a capacity of 10-12 on a given time, we had over 500 visitors enter and sit through the entire record listening experience. Fans signed the guestbook and gathered promo material. The codes were scanned and accessed by over 400 people across NYC and London, giving those visitors a unique early look into the band’s upcoming music video and song. The event was timed to coincide with the release of the album, which allowed for maximum visibility on the week of release across two of the band’s biggest markets.

Most Effective Marketing Channels: The most effective marketing channel was social media short form. Given the event lasted multiple days, videos shared on TikTok and Instagram garnered additional excitement and attention, drawing more people to the spaces in the subsequent days. This also let do unsuspecting people in the high-trafficked neighborhood in NYC to also wonder in and take photos of the colourful visuals.

Long-Term Artist Impact: This campaign allowed the artists to present the music and visuals in a real life environment. It was an opportunity to bring fans together in person in the absence of other IRL promo and shows.

CAMPAIGN CREDITS

• Emily Kendrick|XL Recordings GM
• Pablo Douzoglou|US Head of Marketing
• Matt Henry|UK Head of Marketing