With DISCO we were keen to continue the success of Kylie at BMG. Both the studio album Golden and the great hits Step Back In Time were UK #1 gold-selling albums. We’d actually not planned an album until 2022, but Kylie had other plans. She had been busy creating a home studio setup to work on songs for DISCO since the very beginning of the initial UK lockdown. The resulting album felt like the antidote to the difficulties of 2020.
Our goals at BMG were very clear – continue to keep Kylie relevant and move to a digital campaign focus. Teaming up again with CYOA for social media, and with amazing creative direction for the album from Studio Moross, our campaign went over a week, dropping different information and content on different days, building into a YouTube Premiere of the video for ‘Say Something’, with Kylie joining fans in the live chat.
We engineered some key digital landmarks into the campaign, beyond the music rollout. We wanted to cross-pollinate audiences between platforms. Unveiling the tracklist was a lot of fun. Different track names were rolled out online. Some were obvious in Kylie’s socials and some were hidden within fan niches, like Kylie posting within the Popjustice forum or SayHey fanclub. Fans worked together to build the tracklist for DISCO and it was great to see the fans collaborate.
Even without the traditional live experience being available to us, it still seemed important to convey some sort of spectacle for DISCO. Driift seemed natural partners considering the success they’d had in the space already over the Covid period. Working with them we were able to create INFINITE DISCO a ticketed livestream performance from Kylie, showcasing the new tracks as well as classics. It provided a sense of occasion, with the streams being broadcast the weekend of album release.
Following on from that we wanted to play on the nostalgia and catalogue of Kylie and worked with DMS (who’d worked on Bad Seeds TeeVee with Nick Cave) to run a week-long celebration of Kylie on her YouTube channel. Called DISCO TV, this was a seven-day livestream video showcasing the best from Kylie’s music videos.
When Facebook mentioned the idea of working creatively together on something for Kylie it was an instant no-brainer. What came together was an innovative AR experience inside Instagram; a single transient AR performance within the app, followed up with a companion filter that fans could use. Being only available for 30 minutes, it created an experiential moment for fans and recollections travelled by user generated content.
• #1 UK album (54,905 week-one sales)
• First female artist to have a #1 album in five decades in the UK.
•#1 in Australia, with the week-one sales making it their biggest opening week for any album released in 2020
• Top 10 album in 10 territories
• In the US, DISCO is Kylie’s highest-charting album (#26) and best week-one sales in over a decade
• 45m streams in the first two weeks
• 11m interactions on Facebook and Instagram over the campaign.