Credits: Client: Kaiser Chiefs, B-Unique and Fiction Records (a division of Universal Music UK) Creative Agency: Wieden + Kennedy Agency project lead: Alex Franklin & Oli Beale Agency Executive Producer: Danielle Stewart Agency Interactive Producers: Michelle Cox and Chris Binks Executive Creative Director: Kim Papworth and Tony Davidson Interactive Creative Director: Andy Cameron, Gavin Gordon-Rogers Senior creative: Oli Beale Creative Technologist: Joao Wilbert Designer: Jon Harris Planners: Alex Franklin & Jennifer Lewis PR: Lois Newcombe Interactive production company: specialmoves Viral film production company: Some Such Director: Andy Bruntel Production company producer: Rachel Dargavel
Our ambition for the Bespoke Album Creation Experience was to re-launch Kaiser Chiefs with a unique, engaging idea that broke the conventional model of releasing an album. Fans could create their own perfect version of the ‘Future is Medieval’ album, design their own artwork and then sell their creations for a £1 commission.
The platform placed the fans at the heart and subverted the traditional music industry approach to releasing an album. The Kaiser Chiefs Bespoke Album Creation Experience gave fans the opportunity and tools to create, own and profit from a bespoke album. The band recorded 20 songs, fans could choose 10, design their artwork and were given a unique webpage to promote their album. They also received a suite of banners and a PDF poster based on their artwork to help promote their creation to friends.
On a technical level, fans could dynamically compile their song selection and design their album cover based on their track selections. This was enabled by dynamically changing MP3 ID3 Meta data. Upon download they could see their artwork in iTunes with their personalised track selection.
Another innovation was introducing kickback payments to the mix. Fans paid £7.50 to create their album and for every version of their album sold they received £1 in their PayPal account.