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# Beats Antique Take Their Fans On A Hero’s Journey
- URL: https://www.hypebot.com/beats-antique-take-their-fans-on-a-heros-journey/
- Published: 2014-01-21T14:00:00.000Z
- Updated: 2014-01-21T14:00:00.000Z
- Description: Beats Antique's recent release, "A Thousand Faces – Act 1," draws on the work of Joseph Campbell and the concept of the hero's journey. Lee Martin built on that work. Continue reading [https://www.hypebot.com/hypebot/2014/01/beats-antique-take-their-fans-on-a-heros-journey.html]
- Author: admin
- Tags: Apps, Mobile & SMS, Music Marketing, Music Tech, Social Media, #wp, #wp-post, #Import 2026-01-21 10:43

[![Beats-antique-thousand-faces-act-1](http://hypebot.typepad.com/.a/6a00d83451b36c69e201a3fc8abf46970b-150wi "Beats-antique-thousand-faces-act-1")](http://hypebot.typepad.com/.a/6a00d83451b36c69e201a3fc8abf46970b-popup?ref=hypebot.com)

Beats Antique's recent release, "A Thousand Faces – Act 1," draws on the work of Joseph Campbell and the concept of the hero's journey. Lee Martin built on that work to create a campaign for fans to take their own hero's journey and to share what they learn along the way. The result is a nice extension of the music and related artwork into a participative project that connects the band and their fans more deeply while drawing in others who might be enticed by their approach.

[Lee Martin](http://leemartin.com/?ref=hypebot.com) is helping [Beats Antique](http://beatsantique.com/?ref=hypebot.com) take their fans on a hero's journey with some inspiration from Joseph Campbell's "[The Hero with a Thousand Faces](http://en.wikipedia.org/wiki/The%5FHero%5Fwith%5Fa%5FThousand%5FFaces?ref=hypebot.com)" and the [Monomyth](http://en.wikipedia.org/wiki/Monomyth?ref=hypebot.com).

Beats Antique's "[A Thousand Faces – Act One](https://play.spotify.com/album/75rwkgmlHiAehkA5EsscNG?ref=hypebot.com)" draws on this work by Campbell to inspiration and organization with "Act Two" to follow.

So Martin created a [web-based journaling adventure](http://journey.beatsantique.com/?ref=hypebot.com) that then inspires and structures creative writing by Beats Antique fans.

As Lee Martin [notes](http://leemart.in/heroes?ref=hypebot.com) his campaigns tend to be interactive but he wanted to go beyond tweets and comments to encourage "sharing personal stories in a meaningful way." He used a "three part strategy":

**1\. Involvement**

"It’s very important to show users how others have already become involved because participation breeds more participation. We’ve done this by providing a prominent listing of the latest entries and by getting our writers to share their work socially. The band also contributed their own journal entries to get things started."

**2\. Inspiration**

"Sometimes it helps to lead in creativity, and we’ve done this by providing a prompt to each phase of the journey directly to the user, beginning with the open-ended query: 'What’s Your Story?'"

**3\. Incentive**

"Meaningful prizing also helps maximize contributions without forfitting quality. The band chose to reward all fans who complete their Journal entries with a free download of the upcoming Act 2, and a chance to see the band on tour."

Martin discusses some more technical details including a mention of the [Omniauth](https://github.com/intridea/omniauth?ref=hypebot.com) multi-authentication login system and the creation of a journal for fans to tell their stories.

These elements work quite well as I found myself quickly entering the site, checking out what people had written and jotting down a few words quite smoothly. Easy onboarding is so important yet clearly not fully understood or widely applied.

All in all a nice effort of creating a campaign that builds on an album and related artwork in a truly integrated manner.

**More:**

- [The Story Of The Bank Of Muse: Marketing Music With Alternative Currencies](https://www.hypebot.com/the-story-of-the-bank-of-muse-marketing-music-with-alternative-currencies/)
- [What Dave Grohl Learned About Reddit When His AMA Announcement Disappeared](https://www.hypebot.com/dave-grohl-reddit-ama-sound-city/)
- [Tenacious D Marketing Music On Reddit's AMA](https://www.hypebot.com/case-study-tenacious-d-on-reddits-ama-ask-me-anything/)

*Hypebot Senior Contributor Clyde Smith ([Twitter](https://twitter.com/fluxresearch?ref=hypebot.com)/[Facebook](http://www.fluxresearch.com/?ref=hypebot.com)) is relaunching [All World Dance](http://www.allworlddance.com/?ref=hypebot.com). To suggest topics about music tech, DIY music biz or music marketing for Hypebot, contact:*

clyde(at)fluxresearch(dot)com

.