Scary Good Music Marketing
With Halloween fast approaching, we’re taking a trip down memory lane to revisit how platforms and artists have added a pinch of Scary Spice to their campaigns.
Stay Scary with Spotify
Spotify’s ‘Stay Scary’ campaign saw the platform embrace the artists that have spooked audiences with scary and groundbreaking art. Spotify’s first Halloween campaign incorporated short films, out of home advertising and an immersive pop up experience in New York.
The pop up experience included replicas of accessories from iconic performances and music videos. Visitors could pose with items like replicas of Britney Spears’ python from the famous ‘I’m a Slave 4 U’ performance at the 2001 MTV VMAs, Billie Eilish’ spider-adorned crown from the ‘you should see me in a crown’ music video, and Lil Nas X’s rhinestone jacket patch, from the ‘Old Town Road’ music video. At the ‘dare to listen’ playlist station, visitors could check out Spotify-produced short films highlighting envelope-pushing musicians.
Megan Thee Stallion’s ‘HOTTIEWEEN’
In 2019, Megan Thee Stallion unveiled the ‘HOTTIEWEEN’ video series, in collaboration with YouTube music. Directed by Teyana Taylor, starring Jay Cole and Dave East, ‘HOTTIEWEEN’ saw Megan Thee Stallion make her acting debut as Megan Thee Stallion P.I., in ‘Stallion County’. Throughout the tongue-in-cheek horror, Megan Thee Stallion embarked on a mission to crack the code behind murders in the town, and protect it’s ‘hot girls’, in a continuation of the ‘hot girl concept’, evident in her singles like ‘Hot Girl’ and ‘Hot Girl Summer’.
Following the ‘Hottieween’ series, Megan Thee Stallion also got into the Halloween spirit with two ‘HOTTIEWEEN’ parties in Los Angeles and Atlanta.
Fortnitemares
To wrap up their 2020 Halloween campaign, ‘Fortnitemares’, Fortnite joined forces with J Balvin to produce the ‘Afterlife Party’ concert, which was all treats and no tricks. The event included the debut of his single ‘La Luz’, and saw Balvin perform in a virtual reality world, created specifically for the event. Gamers who attended had the opportunity to collect limited edition skins for their avatars and could relive the experience via streams on the Houseparty app.
With Halloween just around the corner, we can’t wait to see how artists and platforms embrace the spookiest time of the year through their campaigns.
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