Promoting 'Harry's House'

In late March, Harry Styles delighted his fans when he announced that his third album, ‘Harry’s House’ would be released on May 20th.
The official announcement was made alongside the release of a short teaser clip, and the album’s art, arriving as part of a themed pre-release campaign. Here’s some of our favourite tactics from the rollout.

Online Traction

In the days before the announcement, fans discovered the YouAreHome.Cowebsite. On the site, users found an image of a door, opening to changing visual patterns. Each change was accompanied by a tweet from the @YouAreHome Twitter account.

Eagle-eyed fans noticed that the website’s coding pointed them to the coordinates of newspaper offices around the world. Inside newspapers from those offices, some found ads for the You Are Home site. Once the album was announced, the door on the site opened to the official art for ‘Harry’s House’.

Sticking To The Theme

Styles really committed to his homely motif throughout this campaign. He also appeared as Better Homes and Gardens’ cover star in for April, and shared a Spotify add-on that allowed fans to ‘furnish’ their own version of Harry’s House, depending on which of Styles’ tracks they’d recently interacted with. Fans and media were very invested in the concept. So much so, that the furniture from the cover even scored its own coverage, which told readers where they could get the look for their own homes.

On Stage

On the live side, Styles warmed things up with headline sets at Coachella, where he brought out special guests Shania Twain and Lizzo. Thanks to the event livestreams, those performances produced some viral moments to help momentum just two months before the album release.

Australian fans were left disappointed when Styles’ Love On Tour was cancelled last year. However, shortly after his Coachella performances, the superstar announced new tour dates for 2023. The new run of shows has been rebranded to align with the ‘Harry’s House’ release, with house-themed ticketing options.

Post-release, the album was debuted at the first instalment of Apple Music Live, which was made available to subscribers across 167 countries.

After teasing fans with a mix of cryptic messages and live performances, Harry Styles now has had the biggest week for any album in 2022 and joins The Beatles as the only British acts to hold four concurrent Hot 100 top 10s in the Billboard Charts.

It seems making ‘Harry’s House’ extra homely has paid off.

The Habit Weekly

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