Warner Music Central Europe has created a stream-to-unlock initiative to push ‘100Tausend’ (‘100 Thousand’), the new single from German artist Mike Singer which is released on 17 July.
Users going to a page on his website pick their streaming service of choice and then they have to play ‘Paranoid’ (the first single from the new album) as well as pre-save or pre-add ‘100Tausend’.
As more fans do this, it will trigger an incremental reveal of the lyrics and when the campaign reaches 100% of its target, a snippet of ‘100Tausend’ can be heard before its full release at the end of the week.
It’s not just about giving that new single a big launch however: the campaign is also aiming to reactivate streams of ‘Paranoid’ – which in turn (so Warner Music hopes) will ensure ‘100Tausend’ pops up on plenty of fans’ algo-personalised playlists after its release.
Warner Music Central Europe worked with Firepit Technology in WMG’s London office on the campaign.