By Kait Shea
The allure of the pop-up has permeated a new industry: the music biz. Artists from Slipknot to Madonna are leveraging pop-ups to hype new tours, engage fans and push merchandise in an era when album sales are no longer a musician’s bread and butter. Some feature brand partners, many include interactive experiences and virtually every genre of music has been covered (look no further than this pop-up dedicated to Johann Sebastian Bach). For some experiential inspiration, take a look at the following steal-worthy pop-up strategies inspired by the modern music industry.
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How’s this for a strategy: On the same day his sixth studio album, “No. 6 Collaborations Project,” dropped, Ed Sheeran opened 32 one-day pop-up shops across the world from precisely 3:06 to 9:06 p.m. Exclusive, album-inspired T-shirts, hats, hoodies, vinyl records and other items created by streetwear brands Chinatown Market, KidSuper and Rhude were all available for purchase. A dj spinning the new album was also on-site while attendees were invited to say “thank you” to the singer on a giant chalkboard, and to participate in a green screen photo op featuring a full-sized cardboard cutout of Sheeran.
Missy “Misdemeanor” Elliott has become a music icon, recently earning the Michael Jackson Video Vanguard Award at the MTV Video Music Awards. To commemorate the honor and promote the release of her first album in 14 years, the artist teamed up with Pepsi and MTV to produce a “Museum of Missy” pop-up in New York City. The interactive museum experience featured exhibits honoring Elliott’s work, along with the creatives behind some of her most iconic music videos, like “The Rain (Supa Dupa Fly)” and “Sock it to Me.” Attendees could get their nails done like a “fly gal” (a reference to Elliott’s song “Work It”), pose as Elliott for countless photo ops and GIFs that recreated classic moments from her music videos, sip on themed cocktails infused with Pepsi products, apply face jewels and view art installations. Tickets to the museum sold out in under a minute. Agency: BMF, New York City.
Photo courtesy: Alejandro Tavarez (@at_thegreat)/The Source
With his sights set on balancing “Instagrammable moments and a tangible item” Khalid promoted his sophomore album “Free Spirit” with a pop-up shop created in partnership with BMW during this year’s Coachella Valley Music and Arts Festival. The contemporary soul artist (and BMW driver) helped the automaker outfit an assortment of its vehicles to match the aesthetic of his album cover, which features flames and a wolf, ahead …read more