It all started with an email to the newsroom announcing that something was happening in the city. Some posters / stickers invaded the city and a site had prepared in silence to announce a hashtag, #spaciigoale. I found out that it wasn’t a residential campaign, although from the way the site looked you could guess that it must be something related to art. And so it was in the end. #spaciigoale actually announced the band’s new single Blue Velvet, through a guerrilla campaign meant to draw attention to their music.
“The feedback was super good, those who follow us liked the way I thought about the campaign to promote the song, during its development my friends wrote music and not only to ask me what is the phase, what is It’s happening. We built a little hype around the event, which really had a cool resolution. “
And because they still invaded our city with stickers and teasers, we said to ask about health and more about the new single from Blue Velvet, represented by the vocalist Marieta Manolache.
The thought behind the campaign
I had this piece, Empty spaces, which we had recorded almost a year ago and which we were still working on, which we knew would be our next single. Before the pandemic we had even made a google doc with video ideas, multiple scenarios more or less achievable, and then the world stopped a bit and we deflated a bit. It was a long process to work on this piece, so at one point I abandoned it in a drawer. Until we had a discussion with Andra, our manager, in which he proposed that we launch it because it would fit wonderfully, especially in this context of empty spaces caused by the pandemic. The idea behind the promotion campaign was to make people curious and to reach an audience that we had not reached until that point.
How much does an unconventional campaign cost
Not very expensive. It was a guerrilla campaign, no one had to know what the phase was, so we operated incognito, by ourselves, without involving a large deployment of forces. Basically, what it cost us were the prints, our time and our involvement in the development of the campaign (writing texts, filming and taking pictures, editing videos). And here we really want to thank Andrei and Matei (SWANBOY Music), to Antonio Nartea, Vladimir Pogonariu and my colleague Gabriel Chelcea for all their help.
The song and the message
The play Empty Spaces was written almost two years ago and at that time I didn’t fully understand the impact it could have. We wanted to talk about apathy and resignation and how you come to feel at some point that all you do is exist in an empty space, not necessarily live. The lyrics contrast with the instrumental, which is quite strong and powerful, and this is an element that I only really realized in the production phase and at the recordings (thanks Tiki), when I felt the need to almost shout these lyrics that speak about not believing, not feeling, not having questions. I think that’s what I like most about making music, the fact that you can discover new and new layers and valences in a song and that sometimes it has its own life, once you let it be in the world.
As for the site and how its management went, I took the field spatiigoale.ro, but without hosting, so the beginning was great. This in the conditions in which I am the only non-IT member of the band, which should have made me think that I would not be the most able to deal with this aspect. So yes, it started with a disaster, but the situation was saved by Tarfin, the band’s guitarist, who continued to implement it.
Qrcode, as a means of teasing
We also used the QRcode at the launch of our first single, In a Dream, when, at the launch concert, we gave stickers with the artwork of the song and a QRcode that took you to the youtube link of the video.
For the Empty Spaces campaign, Andra came up with the idea of the QRcode and the site spațiigoale.ro and social media channels Empty spaces. We say that it went really well, we had a tracker on the site and that’s how we saw that every day a large number of people enter.
What is your favorite empty space in Bucharest and Cluj-Napoca?
The favorite empty space in Bucharest is Piata Amzei, and the currently favorite empty space in Cluj-Napoca is Cinema Victoria.
Blue Velvet in pandemic
The plan for this year is to release the debut EP and to be able to do it through concerts, with people together, beautiful, almost like in the past. In the meantime, we rehearse once a week (when I’m not late) and work on new songs.
What was the feedback
The feedback was super good, those who follow us liked the way I thought about the campaign to promote the song, during its development my friends wrote music and not only to ask me what is the phase, what happens . I built a little hype around the event, which really had a cool resolution. And the media also reacted very well, as we expected. Anyway, the truth is that for me the whole process was so nice, that I even talked to Andra on the phone and told her that, honestly, the result itself doesn’t matter anymore, for me the process itself was more than satisfactory.
Actively the campaign continues through various interventions of ours that we are currently developing, and passively, we like to believe that we have aroused curiosity about the empty spaces within us, between us and around us. and that, thus, it continues through those who look into these empty spaces. This will certainly not be the only campaign like this, we have already caught the taste and we want to make things better and better.
Source: IQads by www.iqads.ro.
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