NightShift.
A debut album launched as a series of one-night club takeovers across four cities.
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.
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 Atlas Records actually gets watched.
- TikTokTikTok · 3.2M views
- ReelsReels · 1.4M views
- TikTokTikTok · 2.1M views
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.”
