An album launch built around one word, cut for the street, the feed and the room.
Heavy
.
#1
UK album chart debut
Hartline Records
Music
· 2025
Client
Hartline Records
Sector
Music
Markets
UK, Ireland and seven European markets
Channels
Launch · Social · OOH
Timeline
9 weeks
Hartline wanted a number-one debut for its biggest record of the year. We gave the album one word and put it everywhere its listeners already were.
The challenge
A second album on a crowded Friday.
Release week landed on the same Friday as two major-label records. Hartline's audience was loyal but small, and playlists decide most debuts in the first 72 hours. The album had to feel unavoidable in the week before anyone could hear it.
Railway arches, Bermondsey: 600 black posters and one ember, three days before release.
The idea
One word, on every wall.
We stripped the campaign back to the title. Black posters carrying only the word ran across six cities, the same word sat on every channel the band owned, and the first listen happened in rooms, not feeds: 30 listening parties in fans' own cities, phones in pouches at the door.
A first listen at home, and a listening party in Leeds with every phone put away.
What we made
One word, one colour and one room, repeated until it was the only thing fans talked about.
Fly-posting in six cities
30 listening parties, phones pouched
Countdown content for the band's channels
Seeding to 120 music creators
Release-week paid on streaming and social
Release week
#1
UK album chart debut
41M
Streams in launch month
9
Markets in the top ten
“They talked us out of a big launch film. The posters and the rooms did more than any ad we have run.”
