Interscope’s Modern Marketing Masterclass for Billie Eilish
A mix of digital and physical activations, exclusive content drops, and quirky collaborations has powered the supersonic rise of 17-year-old American singer Billie Eilish.
Eilish sits atop the US charts this week with her album When We All Fall Asleep, Where Do We Go?. Without a breakout radio hit to bring her to mainstream attention, Eilish and record company Interscope focused on partnerships with key platforms and social channels to reach the right audiences.
Interscope teamed up with Spotify for a real life, multisensory experience in downtown Los Angeles in April 2019. Interactive rooms were set up to represent each one of the album's 14 tracks: one was occupied by puppies and another recreated Eilish's bedroom. Open to the public for three days, it offered an "immersive journey through Billie's mind", said Spotify. The activation taps into multisensory marketing trends that we explore in more detail in The Sensory Opportunity. Alongside this partnership, Eilish also collaborated with retail social platform NTWRK to release limited edition merchandise during the Spotify activation.
As music competes for attention across a number of streaming platforms, this sort of retailtainment marketing is vital for music artists. Interscope offered different types of exclusive Eilish content to Spotify, YouTube, Amazon and Apple Music to engage in a way unique to each service. Amazon worked with Eilish on behind-the-scenes video clips, while YouTube partnered with her on a series of short documentaries – the first episode has attracted over 3.5 million views since launching in February 2019.