Case Study

A Tribe Called Quest

Final Album + Spotify Offer

The Challenge

On October 27, 2016, A Tribe Called Quest announced to the world that they would be releasing their final album on November 11, 2016. To do this, they wanted a creative solution to package and release their album to capture the extreme excitement of their massive fanbase. Before the announcement of their album, the band worked with Musictoday to help develop a plan that would leverage their dedicated fanbase and over 500,000 Spotify followers.

The Concept

Musictoday worked with A Tribe Called Quest to develop seven different bundles that included variations of merchandise, a digital download of the album and physical copies (on CD & LP). These bundles went on sale on November 3, 2016. Two weeks later, on November 17, a Spotify merchandise exclusive was run in order to take advantage of the following A Tribe Called Quest has on Spotify, with the band supporting this initiative through an email to their fans.

The Results

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conversion rate on day 1
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sales in the first 72 hours
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visitors on day 1