Daft Punk is back with a wide-ranging marketing campaign for their new album "Random Access Memories." Though using teasers and promos is normal for high profile albums, Daft Punk has brought a special flair to their promotions that has been matched in many respects by the response of their fans to their return. Though Daft Punk can't help but reference the past, they adapt well to the web.
It involved a lot of work, much of which is the norm for high profile releases, but Daft Punk had some unique aspects to their music marketing campaign to help get them this far.
Daft Punk Marketing High Points:
Daft Punk Pharrell "Get Lucky" SNL Ad
A tracklist on Vine and an ad on SNL with Pharrell and Nile Rodgers bridge the decades of media outlets.
Back to the Future with a record launch in a small farming town in Australia?
Daft Punk - Random Access Memories Unboxed
Nice touch on the unboxing video genre as Daft Punk unbox their own album.
It takes a community to appear in the Wall St. Journal:
Fans Lose Their Heads in Pursuit of Daft Punk Helmets
Pitchfork experiments with an innovative "cover story" on the robotic duo.
Daft Punk fan posts on Tumblr are transformed into a Tumblr/Spotify musical mashup.
Daft Punk already remixing themselves.
Daft Punk make the cover of Rolling Stone.
Hypebot Senior Contributor Clyde Smith (@fluxresearch/@crowdfundingm) also blogs at Flux Research and Crowdfunding For Musicians. To suggest topics for Hypebot, contact: clyde(at)fluxresearch(dot)com.