Personal invitations were sent to people via Spotify, using the playlist interface and "email trackslist to friend" feature. Each track was named as part of a letter inviting the person to the exhibition, while eacxh sample let them hear a snippet from the up-coming art show “more than sound”. A sneak-peak tracklist-invite if you will. Very clever. Very limited. Very V.I.P.

Track-list Guest-list: The world’s first personal album-release
Bonniers Konsthall's up-coming art show “more than sound” focuses on sound art and music-installations. In order to promote the show, we made use of Spotifys user-interface to send an exclusive invitation.
We used the title-function and named the different tracks in order to create a coherent message within the album-list, and the tracks themselves consisted of musical samples from the exhibition. In short; the music was the message.
The target group was selected bloggers and art critics. Every recipient got his or her own personalized album-release. The project was done in collaboration with Spotify and the various albums/invitations will available on Spotify during a campaign period.

Ad agency: DDB Stockholm Creative Director, Magnus Jakobsson, Fredrik Simonsson Copywriter, Daniel Vaccino Art Director, Joakim Khoury Project manager, Sandra Bergman Production Company, Spotify Music, Hans Berg

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.