FEEDER by Grey London for Renegades

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FEEDER

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Industry Publishing & media
Media Promo & PR, Case study
Market United Kingdom
Agency Grey London
Director Nils Leonard
Producer Alicia Farren
Editor David Webb @ Final Cut
Released September 2012

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: RENEGADES
Product/Service: INDEPENDENTLY OWNED ARTIST
Director: Nils Leonard (Grey London)
Producer: Alicia Farren
DOP: Richard Mott
Cameraman: Richard Mott
Editor: David Webb
Editing Company: Final Cut
Post Production: The Mill
Media placement: Online - The Sun's Website - 29/07/2010
Media placement: Experiential - Live Festivals Across The World - 29/07/2010
Media placement: Posters - UK - Launch Of Album - 29/07/2010
Media placement: Merchandise - Various - 29/07/2010

Summary of the Campaign
Feeder are a UK based rock band with a global following. Times have changed - the music industry has advanced, their audience has dwindled. The brief was to relaunch Feeder to capture a new audience. The launch of what appeared to be a side project called Renegades, stirred up a new audience with a young, loyal power. The reveal of Feeder and their new album at the height of the interest, cemented the campaigns success. Stirring controversy and creating a modern, powerful aesthetic Feeders new album also created a character, The Renegade. The provocative online video release got thousands talking about Feeder again. The synergy of the 'renegade' character, appearing through different channels created a singular, powerful moment for the release. UK and global press were compelled to support the resurgence of the band through column inches, hosting online content and exclusive previews. The relaunch propelled the band to No. 5 in the album chart, a sell out world tour and high profile slots at worldwide festivals. Being free of a label gave the band a new confidence and created a widely reported new model for music releases celebrated in the industry. The band made more profit than any previous album launch.

The Situation
Feeder are a UK based rock band with a global following. As times have changed and the music industry has advanced, their audience has dwindled.

The brief was to relaunch Feeder with a new energy capturing a new audience

The Goal
The brief was to relaunch an old Feeder, capturing a new audience. To make them talked about, celebrated and relevant again.

The Strategy
Create a new band, engage new fans with new material, new energy and involve them in every step of the launch.

Then take this new energy and edge and apply it to Feeder, merging old fans and new.

Execution
The launch of what appeared to be a side project called Renegades, stirred up a new audience with a young, loyal power. The reveal of Feeder and their new album at the height of the interest, cemented the campaign's success. Stirring controversy and creating a modern, powerful aesthetic, Feeder's new album also created a character, The Renegade. Fans were also let into the idea. Co-creating the launch, fans and their creations played a part in not only the album artwork but also the merchandise and content online. The provocative online video release got thousands talking about Feeder again.
And the synergy of the 'renegade' character appearing through different channels, created a singular, powerful moment for the release. UK and global press were compelled to support the resurgence of the band through column inches, hosting online content and exclusive previews.

Documented Results
The relaunch propelled the band to number five in the album chart, a sell out world tour and high profile slots at all the key festivals around the world. Being free of a label, it also gave the band a new confidence and created a widely reported new model for music releases celebrated in the industry press. The band made more in profit than any previous album launch and now rest easy with a wide audience of both old and new fans. The addition of a new generation of fans, now present online, has propelled feeder to a place of prominence in a cluttered, fast moving market.