More ways to innovate the release of a new music album

In Sweden, the government has recently voted on a new law that is supposed to make it harder for people to steal music. The lobbying for this new law has mainly been run by old school artist who want to protect their rights to their music. Younger artists that has grown up with the new rules of music thinks the whole thing is pretty stupid. I wrote a while back ago about Timbuktu and his use of Pirate Bay when releasing a new song. 

Yesterday at a meeting at Lydmars in Stockholm I learned about another cool way of launching music signed Oasis.

In order to generate buzz around their latest album – Dig Out Your Soul – Oasis, in September, decided to teach a crew of 30 New York City street musicians songs from the coming album. Then, 1 month before the official release the buskers performed live in subways, on the streets and train stations. Obviously it didn’t take long until the official media picked up on the news and PR worth millions was achieved.

Here’s the story. I love it.

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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded WhiskyGrotto.com and Co-Founded PremierGoals.com. Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.

  • http://www.minegoestoeleven.com/ Per Robert Öhlin

    Truly creative. I think the agency behind the idea is Mother NY (or is it BBH?). Advertising meets pr, which creates buzz and interest.

  • http://www.minegoestoeleven.com Per Robert Öhlin

    Truly creative. I think the agency behind the idea is Mother NY (or is it BBH?). Advertising meets pr, which creates buzz and interest.

  • http://www.ronnestam.com/ ronnestam

    As always its an individual, not an agency. I think the guy behind the original idea is called Ben Slater.

    Great idea.

  • http://www.ronnestam.com ronnestam

    As always its an individual, not an agency. I think the guy behind the original idea is called Ben Slater.

    Great idea.

  • http://resume.se/asikter/pers-reklamblogg/ Per T

    I love this idea. It has been credited BBH NY and Calle and Pelle Sjönell. In Resumé, that was.

  • http://resume.se/asikter/pers-reklamblogg/ Per T

    I love this idea. It has been credited BBH NY and Calle and Pelle Sjönell. In Resumé, that was.

  • http://www.ronnestam.com/ ronnestam

    Ah, I’ll double check what this Ben guy had to do with it. Gotta send lots of hugs to Calle and his brother. This is wonderful.

  • http://www.ronnestam.com ronnestam

    Ah, I’ll double check what this Ben guy had to do with it. Gotta send lots of hugs to Calle and his brother. This is wonderful.

  • http://www.ronnestam.com/ ronnestam

    Checked. The original idea came from Ben Slater. Pelle and Calle might had something to do with advertising around it?

  • http://www.ronnestam.com ronnestam

    Checked. The original idea came from Ben Slater. Pelle and Calle might had something to do with advertising around it?

  • http://www.galveston.se/ Johan

    Another one. Christian Waltz releases his new single on http://www.whatsyourname.se/ which happens to be the name of the single

  • http://www.galveston.se Johan

    Another one. Christian Waltz releases his new single on http://www.whatsyourname.se/ which happens to be the name of the single

  • http://www.ronnestam.com/ ronnestam

    I’m not sure I think that very innovative. He’ll en up having problems getting people there since I guess most people don’t know the name of the album?

  • http://www.ronnestam.com ronnestam

    I’m not sure I think that very innovative. He’ll en up having problems getting people there since I guess most people don’t know the name of the album?

  • http://www.galveston.se/ Johan

    True, just a site I stumbled upon. I guess Christans PR-agency hasn’t started their work yet :) But nowadays it seems like you need a “behind the scenes” video to get good PR, and then a url isn’t a “story builder”.

  • http://www.galveston.se Johan

    True, just a site I stumbled upon. I guess Christans PR-agency hasn’t started their work yet :) But nowadays it seems like you need a “behind the scenes” video to get good PR, and then a url isn’t a “story builder”.

  • http://www.ronnestam.com/ ronnestam

    It obviously depends on how famous you are before you launch something. And that URL probably serves as a good thing towards traditional media. But when it comes to breaking big something extraordinary has gotta be apart of the game.

    Like this one. +42 million hits. Unknown before…

  • http://www.ronnestam.com/ ronnestam

  • http://www.ronnestam.com ronnestam

    It obviously depends on how famous you are before you launch something. And that URL probably serves as a good thing towards traditional media. But when it comes to breaking big something extraordinary has gotta be apart of the game.

    Like this one. +42 million hits. Unknown before…

  • http://www.ronnestam.com ronnestam

  • http://www.ronnestam.com/ ronnestam

    Ok. So this morning I had a chat with Calle Sjönell and this came up. It seems the true story is Calle and Pelle worked out the Oasis idea and Ben sold it to Oasis. There you have it.

    Lovely idea anyhow!

  • http://www.ronnestam.com ronnestam

    Ok. So this morning I had a chat with Calle Sjönell and this came up. It seems the true story is Calle and Pelle worked out the Oasis idea and Ben sold it to Oasis. There you have it.

    Lovely idea anyhow!