SHARE teamed up with record label Far Out Recordings to bring the music of Brazil to the world through record sales and streams.
As part of our Locally Grown initiative to help businesses through the pandemic, we partnered with Far Out Recordings to offer our expertise on how best to drive more sales and streams during this unprecedented time. Using industry, brand and competitor insights, we curated a well-rounded view of the landscape, before defining a robust comms strategy to guide the Far Out team on how to execute it effectively.
Analysis showed that streaming had risen dramatically over the past 5 years, vinyl LP sales had seen an all-time high, merchandise was booming, yet music purchases had dropped. We also saw a huge shift in how and when people were listening to music before and during the pandemic, with music discovery opening up new occasions. Success came to competitors who utilised partnerships, human-centric comms and pushed the brand beyond music into new avenues such as merchandise and education. All of these insights were super exciting for us as we could already see the potential with Far Out – not to mention some of Brazil’s most incredible funk, jazz and house music at our fingertips.
Heroing the experience
We refined a strategic direction that encompassed everything our insights told us – be user-centric, elevate relevant occasions and focus heavily on streaming music, and selling merchandise.