Happy New Year. I published a Twitter thread recently sharing a few of my favorite project rollouts from 2023 and the marketing campaigns that accompanied them.

The campaigns varied in their execution but as a whole, they were creative, engaging, and added another layer to that respective rollout.

As someone who loves music marketing, I get excited and inspired by creative and dynamic music rollouts that give fans an experience.

While I outlined my favorite rollouts in that thread, I thought it was worth exploring each a little deeper by providing tangible examples that I couldn’t fit on Twitter.

This newsletter covers:

• 5 of my favorite marketing campaigns from 2023 (in no particular order)

Let’s dive in ⬇️ 

_{1) Taylor Swift - 1989 (Taylor’s Version)}

Taylor Swift had a massive year and despite being one of the biggest artists in the world, it's amazing to see the emphasis and value she still places on fan engagement.

To promote the release of her 1989 (Taylor's Version) album, Taylor Swift partnered with Google for a series of 89 puzzles (a nod to the #'s in the album title) each with their own hints to give fans clues.

Once 33 million puzzles around the world were completed, fans would then unlock the vault (unreleased) track titles.

The campaign not only partnered with one of the world's largest companies (Google), it encouraged shareability - the more unlocked puzzles, the more it benefitted everyone to reach the 33 million number, the more people were incentivized to share with friends.

2) Russ - Santiago

From a short film, to listening parties in the desert, and handwritten notes for each song, Russ really gave his fans an experience with this new project.

Check out the thread below for a full breakdown

3) Nicki Minaj - Pink Friday 2

Nicki Minaj's new project Pink Friday 2 had one of the most successful opening weeks of 2023 - hitting #1 and selling 228,000 album-equivalent units (via Luminate).

Part of the album's success was the world Nicki created online with Gag City - basically her own interactive universe where her fans (and brands) could experience and interact with the album.

Nicki helped build the world of Gag City with unique content (for example a short form video showing the inside of a Gag City airplane) while also incorporating the experience in Roblox with UGC and custom emotes.

Brands like Dunkin Donuts, Baskin Robbins, Pizza Hut, & more also engaged with the world of Gag City, further helping to engage with and promote the album.

4) Ransom - Director’s Cut Scene 4

Ransom utilized the platform Even to connect with his fans directly, creating packages and tiers to reward supporting fans with different incentives.

For example, fans who paid +$100 for the album on Even had the opportunity to receive a personalized album intro with their name along with a signed vinyl.

Imagine listening to your favorite artist shouting you out on an album? Ransom utilized a dope direct fan engagement platform and a really personal fan experience to roll out this project.

5) That Mexican OT - Lonestar Luchador

I try to stray away from including campaigns I've worked on in these types of roundups so as not to appear biased but I'm proud of the work on this one.

The world of That Mexican OT was partially built with Azae's From the Block turning into From the Ranch, filming OT rapping 3 different songs on a ranch in Texas to help communicate OT's lifestyle in an organic and authentic way.

OT's performance of Johnny Dang holding a chicken went viral and helped catapult the song to RIAA gold status.

The world of Lonestar Luchador was built with custom luchador inspired tracklist reveal images, a project trailer filmed in a wrestling ring, custom action figures, & more.

Thanks for reading, until next time.