THE CHALLENGE
Canadian indie rock band, Mise en Scene, had established a large following in European, Australian and US markets but hadn’t proliferated their hometown market fully due to long periods of touring. With their first album in five years ready to launch, a push to inform their hometown fans was needed to build anticipation for their album release event.
THE SOLUTION
Four weeks in advance of the album release event, a traditional public relations campaign launched. To further the reach in the local market, Jane planned an exclusive music video premiere to generate interest in the band’s freshly minted record deal and their album release party. She brought together two brands and three live artists to broaden exposure for the band in the local community. Vancouver-based retailer Kit and Ace, well-known for their support of the creative community, supported an event at their space with three highly celebrated visual artists creating live art inspired by Mise en Scene’s new album title, ‘Still Life on Fire’. The LA-produced music video premiered and the guest list included 50 notable community influencers. Canadian whisky brand, Auchentoshan, sponsored the event adding a no-cost luxury element.
THE IMPACT
The traditional media relations campaign resulted in 7 media appearances on television, radio, live social media and print effectively informing the local market and adding urgency to advance ticket sales for the album release. The exclusive album premiere resulted in over 200,000 social impressions in 24 hours largely due to the stunning visual components featured at the live event. The partnership was mutually beneficial for Mise en Scene, Kit and Ace and Auchentoshan creating memorable brand experiences and positive social media exposure for the three complementary brands.