Breaking down Hot Since 82's 'Recovery' campaign
29 March 2021
Hot Since 82 has one of the best online presences in the electronic music scene.
In this week's Blueprint, we break down the marketing strategy of his latest album ‘Recovery‘.
The LP featured collaborations with Rudimental, Boy George, Jamie Jones, Miss Kitten, Lizz Cass, Ed Graves and Temple. The record has just under 10 million streams across Spotify and YouTube, thanks to a combination of hi-res lifestyle content, crossposting live streams (Facebook and YouTube) and instantly recognisable artwork.
Eye of the Storm + The Foals Remix
Hot Since 82 announced his album Recovery in June. The lead track Eye of the Storm was released shortly after a remix for popular band Foals.
The key moment was a live stream from his home kitchen in partnership with Mixmag. Daley played both tracks in the stream and repurposed the live stream into short clips for his social media.
The Timeline
June 12 – Instagram: Hot Since 82 announces his Foals remix
June 12 – DSP: Remix released on all digital platforms
June 14 – Hot Since 82 shares of digital assets of the remix
June 26 – Instagram: First announcement of Eye of the Storm
June 26 – Instagram: Music clip of Eye of the Storm
June 27 – Instagram: Music clip of Eye of the Storm from the kitchen live stream
June 27 – YouTube: Eye of the Storm linked in the description
July 2 – Instagram: Music clip of Foals remix from kitchen live stream
Create Big Moments
The marketing for the album Recovery began in October.
With clubs, events and festivals postponed, Hot Since 82 and his team produced three live streams and an interview about the album.
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Lockdown Link-Up with Rudimental
The Hot Since 82 and Rudimental collaboration came about thanks to a campaign from BBC Radio 1 named Lockdown Link-up.
The live stream was the first-ever b2b between Daly and Rudimental. The b2b took place on the outdoor terrace of the London venue Oval Space. The stream was premiered live on October 17th, eight days after the track was first premiered on BBC Radio 1 by Danny Howard.
The first track in the live stream is their brand new collaboration ‘Be Strong‘. You can find the link in the description of the YouTube video.
The Timeline
October 9 – Radio: ‘Be Strong’ premiered live on BBC Radio 1 by Danny Howard
October 16 – IG: Hot Since 82 and Rudimental share an image and an audio clip
October 17 – YouTube: The b2b live stream premiered on Facebook and YouTube
October 17 – Instagram: Hot Since 82 shares a raw clip on Instagram
October 23 – Hot Since 82 and Rudimental share a video explaining how the collaboration came about
The Artist Interview
“An album is where I feel most comfortable now. I think it’s got more longevity. It really tells a story, hopefully, the listener can understand the emotions and the story behind each track as a whole body of work.”
The interview (above) reveals all the production secrets from the Recovery album. The stand-out moments are the backstories to Nightfall featuring London vocalists Temple and the story behind working with Boy George on Body Control.
The Hot Air Balloon Stream
The short video clip of the landing from the hot air balloon live stream is one of Hot Since 82’s most engaging post on Instagram – ever!
The video is unique for two reasons:
It is recorded in a hot-air balloon
The tracklist is the album mixed for the first and only time
The Timeline and Results
November 18 – Instagram: Hot air Balloon teaser is taken from the artist interview – 31,759 views
November 19 – Instagram: Hot air balloon stream announcement – 10,115 likes
November 28 – Instagram: Hot air balloon landing – shared on the morning of the stream – 103,359 views
November 28 – YouTube: Hot air balloon video premiered on YouTube – 454,502 views
November 28 – Instagram: Watch the stream back on YouTube now – 53,943 views
November 29 – Instagram: Raw clip of Body Control from the hot air balloon – 53,145 views
Pier Pressure w/ Beatport
The final moment of the campaign was a live stream from Hartlepool Beach in 4-degree temperatures.
What stands out for me in this campaign is the drone footage from the stream. The video is an incredible moment of Hot Since 82’s track ‘Hide‘ from the album. Anyone who knows me well enough will know I love symmetry, so seeing a drone fly directly between the wooden pier used as a backdrop is pretty cool to me.
This video was a partnership with Beatport. This video has been streamed more than the hot air balloon video on YouTube. Just the casual 579,150 streams so far.
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