Weekly Round-Up: 18 Sept 2024
Here are some of our favorite music marketing campaigns, activations, and content picks from our team at Music Ally.
The Weeknd
The Weeknd has started to reuse his @xo account on Instagram to promote the physical pre-order of his new album ‘HURRY UP TOMORROW’.
This creative take drives people to the account and encourages them to follow it, which is then in turn used to promote his clothing brands and other physical items/events. This keeps his original account (@theweeknd) less sales-like and more personal, whilst driving fans to a page where they can buy merch, CD’s, vinyl and more.
The Cure
On September 9th, The Cure sparked excitement by wiping their website, leaving only a new logo and a sign-up for their mailing list. The band also updated their social media profiles, like Instagram, with the new logo. Shortly after, a poster appeared at the Crawley pub—where the band played their first gig in 1978—revealing the title of their new album, Songs Of A Lost World.
Days later, UK fans began receiving mysterious black envelopes with silver addresses. Inside, what appeared to be blank postcards revealed embossed lettering when tilted in the light. The message? “Songs of a Lost World” and a release date—November 1, 2024.
The band reshared this teaser on their social media, adding to the growing anticipation.
Blending digital and physical tactics creates exclusivity and excitement. This multi-channel approach engages fans across online and offline platforms, boosting anticipation and strengthening fan connections.
FINNEAS
We loved this piece of content for its comedic, authentic, and creative approach to promoting physical merchandise–in this case, vinyl. FINNEAS uses sarcastic dry humour to make the promo feel effortless and relatable, turning a simple concept into an engaging piece of content.
Our takeaway: Authentic, low-effort videos can be incredibly effective as they don’t require heavy planning but still feel natural and connect with audiences in a genuine way.
The Vamps
This unique content piece is both funny and authentic. Rather than promoting something specific, it captures Bradley Simpson making a margarita backstage during the drummer’s solo—a funny moment that adds personality to his public persona.
This content is a reminder that social media isn’t always just for promotion; it also serves as a platform to be yourself and showcase personality!
Halsey
Halsey’s promotion for her new album, The Great Impersonator, is both creative and engaging. As seen on her official website, the album features multiple vinyl variants, each representing a different decade. Each vinyl cover showcases a unique face design, aligning with the album’s concept of exploring different eras through original music.
Prior to reveling the album covers she sent her fans on a scavenger hunt by posting the following cryptic teaser video on her socials:
