Sorry all Highlander fans, this is a post about our long history in developing music brand strategies for the most commercially successful compilations in the UK. There’s not even a Queen remix in sight.
Even if we do say so ourselves, Engine Creative’s music brand heritage is pretty impressive; over the last 15 years we’ve created the biggest Club, Dance, Dubstep and Retro brands out there and racked up over 60 No.1’s, selling millions in the process.
From developing the original Clubland brand nearly 14 years ago, we’ve worked with Universal Music as their go-to brand agency to ensure that Clubland stays relevant and on-brand as it evolves.
This week Clubland just released a double whammy with the latest in the long line of numbered titles (look out for Clubland 28) and also a ‘best of’ release called ONE Clubland. Both of these will be huge compilation sellers in the build up to Christmas.
But how will today’s target audience be listening to it?
Buying the physical CD, streaming it on Spotify, listening to mixes on YouTube, the list is forever growing. As brand guardians we’ve always been at the centre of the changes within the music industry as they’ve adapted to the always-evolving markets and consumers.
Regardless of the platform, it’s our job as creatives to make sure that the brand continues to stand out from the crowd, to look beautiful in print and to have immediate impact across digital channels.
Maybe that’s a part of the enduring success of the Clubland brand and why, 14 years since the release of the original compilation, it remains a truly iconic pop music brand of our times.