Thank you! I totally agree sometimes brands treat storytelling as just an afterthought or a fluffy nice to have and are not invested either resource or with budgets to support!
I’m a big fan of Bon Iver, and have been for a long time - I’m still getting to grips with the new album but I’m sure it’ll be one that settles and grows on me just like all the others. I have to say, as a brand marketer, this makes me super happy, but as a fan, it leaves me kind of… sad? For their last few albums - outside of pandemic times - they’ve held music festivals, listening parties, even entire experiences in the wilderness - and whilst I imagine long term feasibility and sustainability played into decision making about why that can’t be replicated EVERY time… tinned salmon? As I say, in principle, sensory associations to a launch is something I love, I understand the psychology behind, and I’m really interested in. But I don’t think that’s ever been this specific artist’s weakness, and so now I’m wondering if there’s such a thing as a brand experience standard you set, and maybe this has fallen foul of that 🤔
I know I think it takes a few listens - have you found the same!
It’s probably a mix of things as to why they might have changed tact- I think alongside the collab pieces he did host intimate listening lounges and I think even basketball games too!
There’s maybe something to be said for wanting to do something different and a chic tin of salmon does make you stop! 😂 but it’s interesting I like the fan vs marketing POV!
yesss but isn’t it so rewarding when you get there 😂
aah well now I can go back to being jealous of the secret listens and basketball games(!!!). I should’ve never doubted the vibe meister that is Justin Vernon 🥲
❤️❤️❤️
So many brands miss “putting care into it” and that’s why their attempts at world-building come off as gimicky. Loved this take!
Thank you! I totally agree sometimes brands treat storytelling as just an afterthought or a fluffy nice to have and are not invested either resource or with budgets to support!
I’ve been so deep this roll out! One of my favourites in a long time as someone who is a music lover and works in the industry.
One of my favorites too!
I’m a big fan of Bon Iver, and have been for a long time - I’m still getting to grips with the new album but I’m sure it’ll be one that settles and grows on me just like all the others. I have to say, as a brand marketer, this makes me super happy, but as a fan, it leaves me kind of… sad? For their last few albums - outside of pandemic times - they’ve held music festivals, listening parties, even entire experiences in the wilderness - and whilst I imagine long term feasibility and sustainability played into decision making about why that can’t be replicated EVERY time… tinned salmon? As I say, in principle, sensory associations to a launch is something I love, I understand the psychology behind, and I’m really interested in. But I don’t think that’s ever been this specific artist’s weakness, and so now I’m wondering if there’s such a thing as a brand experience standard you set, and maybe this has fallen foul of that 🤔
I know I think it takes a few listens - have you found the same!
It’s probably a mix of things as to why they might have changed tact- I think alongside the collab pieces he did host intimate listening lounges and I think even basketball games too!
There’s maybe something to be said for wanting to do something different and a chic tin of salmon does make you stop! 😂 but it’s interesting I like the fan vs marketing POV!
yesss but isn’t it so rewarding when you get there 😂
aah well now I can go back to being jealous of the secret listens and basketball games(!!!). I should’ve never doubted the vibe meister that is Justin Vernon 🥲
This was a fun one to read!
thank you Lyla I’m glad you enjoyed 📝💫