Sony Music Entertainment: Funeral for kent – Sweden’s biggest rock band - Sony Music Entertainment Sweden

Credits & Description:

Title: Funeral For Kent – Swedens Biggest Rock Band
Agency: Bud Fox Kent, Indio, Sony Music Entertainment Sweden
Brand: Sony Music Entertainment Sweden
Country: Sweden
Entrant Company: Sony Music Entertainment Sweden, Stockholm
Advertising Agency: Bud Fox Kent, Stockholm / Indio, Stockholm / Sony Music Entertainment Sweden, Stockholm
Media Agency: Sony Music Entertainment Sweden, Stockholm
Pr Agency: Sony Music Entertainment Sweden, Stockholm
Production Company: Bud Fox Kent, Stockholm / United Stage Artist, Stockholm / B-Reel, Stockholm / Grandins Flying Circus, Stockholm / Indio, Stockholm
Artist: Kent (artist) (Sony Music Entertainment Sweden)
Managing Director: Mark Dennis (Sony Music Entertainment Sweden)
Senior Project Manager: Suzanne Rapp (Sony Music Entertainment Sweden)
Head Of Creative: Ellen Kvarby (Sony Music Entertainment Sweden)
Senior Promotion Manager: Sandra Nordin (Sony Music Entertainment Sweden)
Artist Manager: Micke Hagerman (Bud Fox Management)
Artist Manager: Hanna Fäste (Bud Fox Management)
Artist Manager: Filip Wilén (Bud Fox Management)
Art Director For Kent: Thomas Ökvist (Freelance)
Founder Kent.nu And Community Manager Of Kents Facebook Page: Henrik Ismarker (Freelance)
Founder Kentjunkie.com And Kent Fan: Fredrik Lindblom (Freelance)
Director: Adam Berg (Indio)
Dop: Mattias Montero (Indio)
Producer: Simon Hernadi (Indio)
Producer: Marcus Nybladh (Indio)
Director: Joanna Nordahl (Indio)
Producer: Stella Hernström (Indio)
Executive Producer: Johan Lindström (Indio)
Ceo, Founder, Creative: Jakob Grandin (Gfc - Grandins Flying Circus)
Creative: Peter Björklund (Gfc - Grandins Flying Circus)
Project Manager: Marie Andersson (Gfc - Grandins Flying Circus)
Production Manager: Simon Ahlgren (Gfc - Grandins Flying Circus)
Creative Director: Lars Bjurman (B-reel)
Art Director: David Hammarström (B-reel)
Design: Johan Lindgren (B-reel)
Producer: Malin Sandquist (B-reel)
Development: Soham Qadri (Lifelike)
Ceo, Agent, Tour Producer: Anders Larsson (United Stage)
Artist And Label Services, Team Spotify Nordics: Team Spotify Nordics (Spotify)
Relevancy:
-“kent” is regarded as Sweden’s biggest rock band, with a 26-year long career and 14 albums behind them.-kent planned to retire after releasing their final album and best-of-album, but how should a rock band retire in an authentic and honourable way? No rules exist.-In a disrupted music industry, music labels are tested to prove their reason-to-be. -Sony Music Entertainment Sweden meets this challenge by building an in-house creative department/analytics team, and strengthening their core offer, i.e. marketing/publicity work.-Communicating kent’s retirement was a milestone challenge for Sony Music Entertainment Sweden.
Campaign Description:
-A “NATIONWIDE YEAR LONG FUNERAL”, giving kent fans an organised chance to reminisce and “say goodbye” to kent with dignity – together with the band.-The main campaign symbol: A drummer girl with a skeleton-painted face, leading a farewell march.-Other campaign elements reflected a number of funeral traditions, with creative assets inspired by e.g. obituaries and memorial sites.-The “funeral” went through four distinct phases spread out over the year.
Execution:
1/SPRING/March 13th-14thONLINE VIDEO TRAILER-Announces kent’s final album/farewell tour.-Trailer features “skull girl” marching with characters/symbols from kent album covers/singles/videos.-Released via kent’s social media channels.-Surprise release of single “Egoist”.2/SUMMER/May 18th-20thALBUM PRE-LISTENING EVENT/DIGITAL COUNTDOWN-COLLABORATION/ALBUM RELEASE-Unique tailored album pre-listening event in kent’s hometown/livestreamed.-Fans/public invited via kent’s social media and posters around Sweden.-Final album released following Spotify’s first video-based-24-hour-countdown takeover.-Press celebrated with kent-dedicated podcasts/tribute magazine/extensive press coverage. 3/FALL/September 16th-December 31stBEST-OF-ALBUM RELEASE/RELEASE “KENTIPEDIA"-Best-of-album with four new tracks released alongside interactive co-creation website “kentipedia”kentipedia:-Fans can scroll through kent’s entire history/add memories.-Nine influencers share kent-memories in online videos.-“kentipedia" becomes a permanent memorial site on New Year’s Eve.4)WINTER/September 23rd-December 18thFAREWELL TOUR-26 concerts/19 cities/4 countries. Three final arena shows in Stockholm.-Video to “Sista sången” (“The Last Song”) with concert footage released.- Fan-initiated farewell marches and church/gym say farewell.
Outcome:
MEDIA REACH-153 million media reach +553 articles (Swedish population=10 million).-Coverage biggest/most positive throughout kent’s career. E.g. Sweden’s largest news outlet published/sold kent-themed magazine. Swedish public service-radio produce 16-part-kent-themed podcast. ENGAGEMENT-All-time-high-activity in kent’s digital channels. E.g. Online-video trailer organic reach=3,608,84/views=1,800,000/likes=21,000/shares=13,681/comments=3,858.Pre-listening-event livestream-views=250,000. “kentipedia"=24,000 visits within 24h+1,540 fan-memories added.-Massive event/concert turnouts. E.g. Pre-listening-event held twice/sold out tour. -Independent initiatives: Fan-arranged farewell marches+pre/post-concert club-parties. Company-launched kent-themed campaigns/events/ads/websites/auctions.-Spotify creates whole kent-themed “Year in Music”-website.IMPACT/SALES-Within 24h of retirement-announcement, every 8th Swede listens to kent on Spotify.-All tracks from final album entered Spotify’s top-50 chart. -Final album+best-of-album entered #1-national-album-chart. -Final album certified platinum in sales and was the best selling Swedish album 2016.-Single “Egoist” entered Spotify-chart at #7. On national radio chart +5 months.-kent won two Swedish Grammy’s: Best Rock+Best Album.-kent now officially entitled “Sweden’s biggest rock band”.
Strategy:
-Put fans at the very centre of the campaign by e.g. encouraging co-creation.-Spark memories to get fans to reflect on and share what kent has meant to them.-Give fans and the media many opportunities to say farewell throughout the year, via distinct activations/creative assets divided into four phases, leading to a crescendo.-Seed news via key culture media and influencers to reach the broad mainstream, but remain high status with trendsetters.-Use kent’s digital channels and social media to break news throughout the campaign with tailored material. Communicate in real time through rapid response as activities take place.-Stay true to kent’s tone-of-voice: Dark, existential, grandiose.
Synopsis:
SITUATION-kent, widely seen as Sweden's biggest rock band, decided to release their final album, a best-of-album, and retire in 2016.-kent’s career spans over 26 years. Therefore kent fans are a broad demographic group with different relationships to kent.-kent seldom give interviews.-kent’s rise from obscure small town band to celebrity means carefully balancing mainstream/niche communication.BRIEF-Promote kent’s final album “Då Som Nu För Alltid”, their best-of-album “Best of”, and related singles/music videos.-During the whole year, mainly focus on including/engaging kent’s fans in celebrating kent.-Promote kent’s tour with kent’s booking agent.OBJECTIVES-Unite fans from all kent eras/generations in campaign activities.-Maximise music sales (streaming/downloads/physical sales). -Both albums entering #1 on national album chart. -kent played on all major radio stations. -Maximise awareness (local/national) about kent’s music releases/kent’s retirement.-Secure kent’s legacy as Sweden’s biggest rock band.