The Nearer The Fountain, More Pure The Stream Flows

• Mojo - The 75 Best Albums of 2021

• The Sunday Times - 25 best albums of 2021

• Uncut - The Top 75 Albums of the Year

Samuel Barrington | #MakeMasks4Carers
Josh Nesbitt | #AllDayHey!

CASE STUDY

The client

Damon Albarn is a singer, songwriter and artist whose eclectic musical style and observational lyrics have made him one of the UK’s most influential and innovative musicians. His musical projects include best-selling bands such as ‘Blur’, ‘Gorillaz’, ‘The Good The Bad & The Queen’ and ‘Africa Express’. He is the recipient of six Brits, two Ivor Novello Awards and a Grammy Award.

The challenge

Albarn has consistently pushed the limits of his musical creativity, creating compositionally complex pieces which are both imaginative and thought-provoking. This culminated in his most recent project, The Nearer The Fountain, More Pure The Stream Flows – a new studio album that was originally conceived as an orchestral piece, inspired by the landscape of Iceland.

This was a global campaign with multiple stakeholders which required us to create a strategy that achieved a top ten UK album chart position. Working alongside the client and management, we needed to find a way to effectively communicate the intent and story of the album across all of Damon’s digital platforms.

The results

Working to very tight deadlines, we delivered a full digital strategy and content marketing campaign which aligned with the album’s concept and aesthetic.

Using social media platforms to build anticipation and excitement, we observed extensive engagement amongst cult fans and a newer audience – propelling the album into commercial success where it secured a position in the top ten UK album chart.

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