If you already cooked up an album that deeply connects with your fans, why don't you fire up a counterculture movement for your next project?
This is what we dreamed up with Gloosito for EUROSLIME, his second album.
After his last project, S.U.V got the attention of Atlantic Records, so we decided to go further on this next album and come up with something that kept the connection with his people strong.
We asked ourselves, How the f*** do you raise a movement? We were inspired by hardcore football fans a.k.a. hooligans. What is their identity based on? They have an anthem, well, so do we. But we needed a flag, an emblem and a uniform, too. The last one was easy once JD Sports joined the game in collaboration with the artist.
The next step wasn't easy. We had to foster a sense of belonging in his fans. We needed to find a channel that really felt private and exclusive. That’s why we opened a WhatsApp group with the artist, offering exclusive content and early access to shows, in order to make people feel part of EUROSLIME.
This campaign had a big impact on Gloosito's career. He was booked by big music festivals, renewed his collaboration with JD Sports and is one of the few Spanish rap artists perceived as a real OG not an industry plant.