An album launch rethought with Target and Janelle Monáe
Typically album launches consist of “influencers” mingling with media while the album plays on repeat, closed off for the elite. We wanted to create an experience that the fans could be part of. We launched Electric Pirate Radio – A worldwide pirate radio station run by Janelle and her crew, broadcast live from a boat in NYC’s Hudson River. During 12 hours, Janelle Monáe took over the airwaves and New York City.
On September 9th, Janelle and her crew set sail on the Hudson River and started broadcasting over the internet.
The radio station broadcasted live for 12 hours. Here Janelle told her story behind the album, played music, interviews, and live fan talks, and tickets to the album launch live performance the same night.
At the same time, we sent out 100 Janelle Monáe look-alikes over New York. Carrying limited edition first press of the album and tickets to the launch party.
At 8:30 PM the boat docked at Pier 52 in NYC where all winners and VIPS were waiting. From the boat, Janelle Monáe gave a magical performance of the new album with guests like P.Diddy, Big Boi, and Erykah Badu.
