Back in February we reported on Wieden+Kennedy London
's Make Good Music Day
, where the agency pondered the possibilities of a new partnership between musical and digital creativity.
The fruits of such labours were borne out last week as the agency joined forces with the Kaiser Chiefs
and Universal Music
on the Leeds band's novel comeback after three years away from the release schedules.
New album The Future is Medieval
went on sale on 3 June - with fans heading online to choose 10 tracks from 20 to compile into a download file, replete with customised cover art, which they could then sell for £7.50 via a fan page at kaiserchiefs.com
Promoting their own bespoke version of the album via email Facebook and Twitter, fans stood to receive a £1 payment each time their album was downloaded.
W+K business development strategist Alex Franklin
told Contagious of the creative drive behind the two-year collaborative project.
'The payment model is different, but this isn't selling a million records, or trying to invent the new Spotify. It's about new way to launch an album, trying something creative, and giving some love to peer recommendations. There's huge value in people sharing what they like, and the £1 payment is way of rewarding that.'
Adding that a significant proportion of site visitors had created their own album, rather than simply sit back and wait for download, Franklin said the launch was a way for Kaiser Chiefs to return with a new sound.
'The launch reflects how people engage with music now. This way, people can listen to 20 tracks and hear how the Kaiser Chiefs sound has evolved.'
A more traditional CD release will appear on shelves and for download on 27 June, with a second single from the album determined by popularity amongst album creators. Fans will also stand to win exclusive prizes, such as concert tickets, for successful online sales. For example, the first fan to take part is featured in a video, above, promoting the album launch.
The software allowing the creation of multiple, saleable tracklisting permutations and PayPal fan rewards was produced for W+K by Specialmoves