COMMS STRATEGY/CREATIVE CONCEPT
Swiss Lips was an experimental media project for Sony Music, in collaboration with Vice Media. The goal was to launch new signings Swiss Lips through an underground month long event dubbed 'The Union'.
The Union saw the band move into a warehouse space where they hosted parties (with key Sony Music acts) and starred in their own 6 part series on Noisey.com and Vice.co.uk
Using Vice's media network, the band used the base to grow their fan-base exponentially. Validating our original comms insight; that music in 2010's was built off digital advocacy first, and a band that allowed transparency and openness with their audience, would build a solid, long term route to success.
Episode 3 (NSFW):
Swiss Lips - DANZ: