debut album
15th anniversary
reissue campaign
client
el ten eleven
together since
2015
timeline
2019
to celebrate the 15th anniversary of El Ten Eleven's debut self-titled album, we teamed up with Joyful Noise Recordings to produce limited-edition physical products to highlight both the record & the band's career so far. merchandise included a limited run of box sets featuring El Ten Eleven's first 5 albums housed in a screen-printed wooden box, clear 7" records with a never-before-released bonus track, signed screen-printed posters & more. the band also played 6 intimate shows in California, performing their debut album in its entirety, as well as a second set with a changing selection of songs each night.
partners
management supermassive
label joyful noise recordings
booking cassie siegel @ madison house
publishing defend music
goals​
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offer an incredible, one-of-a-kind physical product to long-term, super-engaged fans
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capitalize on an anniversary to highlight the band’s classic, fan-favorite record
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extend product line to offer multiple entry points for fans
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curate intimate experiences
project timeline
* hover for more!
fifteen years later
even after 15 years, the band has never lost who they are. we tapped into the nostalgia that surrounds their classic releases, then repackaged and represented them to feel fresh and revitalized. looking back while still moving forward.
as a proper 15th anniversary celebration, the band played a short run of intimate shows in los angeles, san francisco, and san diego. each show featured 2 full-length ETE sets: first, their debut self-titled front-to-back in its entirety. second, a different set of songs each night selected from the band's full discography.
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prior to the tour kickoff, the band was invited to perform "my only swerving" live on Rough Draft with Reza Aslan (Topic), featuring special guest Ramy Youssef (Ramy - Hulu).
above
promo for el ten eleven performing live on rough draft with reza aslan, feat. special guest ramy youssef
with such a major milestone, it only felt right to celebrate 15 years of ETE with not only a re-release of their debut, self-titled record, but also something as special as the 5xLP box set. since most of the band's first five records had been out of print for years, we figured this occasion was the perfect opportunity to create something unique for their most loyal & dedicated fans.
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upon the debut LP's re-release, the album entered the billboard charts for the first time, hitting #37 on the vinyl charts & #198 top albums.
looking back
the limited-edition box set
we worked with David Woodruff (art director at joyful noise recordings) to develop the overall concept for the box set, playing off of the original artwork from the band's first five records.
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additionally, we created limited-edition t-shirts & posters to be gradually released throughout the campaign, as additional surprises for the band's core fanbase.
key
brand
assets
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reissue album art by joyful noise recordings
fanshawe poster by clare byrne
mockups, admat, & blueprint poster by supermassive
results
500
box sets
(sold out)
$110.11
SRP
33M
album streams
#37
billboard
vinyl albums
6/6
shows,
unique set lists