sego sucks
album campaign
client
sego
together since
2015
timeline
2018 - 2019
following their 2016 debut LP Once Was Lost Now Just Hanging Around & a string of singles in 2018, sego released the aptly titled Sego Sucks on april 5, 2019. originally based on a hashtag started by a dissatisfied audience member, the phrase took on a life of its own — becoming the basis of our campaign's alternative marketing strategy. in support of the release, the band took off on their first full US headlining tour and made their debuts at a number of summer festivals.
partners
management supermassive
label roll call records
booking jesse rosoff & guy oldaker @ UTA
publishing shapiro bernstein
goals​
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step up band’s sound and image for larger mediums while maintaining their intentionally DIY aesthetic
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continuously over-deliver on merchandise concepts
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debut at major summer music festivals
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establish a live presence in new markets
project timeline
* hover for more!
building a world
sego has never been the type of band that fits neatly into your typical music industry box, and that's ok. rather than change shapes to squeeze inside, we've opted to make our own box instead.
the #segosucks campaign was a non-traditional marketing campaign tailor-made for a non-traditional band like sego.​ we rallied our resources to commission videos from friends, acquaintances, fans, & anyone else who wanted to join.
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the guidelines were simple: in your own words, tell us just how much you think SEGO SUCKS.
notable participants: gilbert gottfried, martin gore (depeche mode), flavor flav, jenny lee (warpaint), S.A. martinez (311), kaskade, mondo cozmo, vacationer & more
leaning into it
"what started out as a hashtag from some disgruntled audience member, "Sego Sucks" ended up encapsulating the ethos behind this entire record.
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the more i give in to the modern temptation to generate opinions and clever commentary about everything swirling around me, the more i realize i’m not an authority on much of anything. it’s probably fine not to have an opinion on everything. it’s probably fine not to be liked by everyone all the time."
— spencer petersen, sego
we brought on a stacked team to formerly introduce the band to AAA, alternative, specialty, and college radio.
AAA: official adds from WEQX (30+ spins a week) + music choice alternative
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specialty: #2 top single (11 straight weeks on the charts), #4 most played single + #12 most spun album of 2018
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college: top 20 most added album
on & offline
above
jack daniel's tennessee honey global ad campaign, featuring sego's "neon me out"
secured key features from: billboard, NPR (all songs considered + first watch), consequence of sound (artist of the month), paste magazine, under the radar, uproxx, the 405 & more
jack daniel's global advertising campaign featuring "neon me out"
festivals in 2019: bonnaroo, austin city limits, sxsw,bellwether fest, night lights, summerfest, love you down III
collaborations: kaskade, slothrust, vacationer, the moth & the flame
radio
US PR by kip kouri at tell all your friends PR
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MX PR by malfico
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AAA & alternative radio by strangeloop promo
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specialty radio by hard boiled
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college radio by planetary group
"one of the best rock choruses of the year"
— paste
magazine
sego frontman Spencer Petersen took on the role of art director for this campaign, creating the concept for the album art, as well as writing & producing several of the official music videos.
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we took the established aesthetic and developed any & all supplementary assets, such as street team posters, mockups, digital mktg materials & more.
the vinyl record features a lenticular print version of the original album cover, creating the illusion of 3D movement both vertically and horizontally. the concept was developed in collaboration with Sego & executed by photographer Tom Kenney.
key
brand
assets
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art direction, album art, & video treatment by sego
vinyl layout, mockups, & street team poster by supermassive
results
45
#segosucks videos collected
64
live shows
#2
top single at
specialty radio
4
ltd-edition
vinyl variants
317%
monthly listener growth (since campaign launch)