It’s been eight years since the helmet-wearing French electronic duo Daft Punk last-released a new studio album.
Their last release, 2005’s Human After All, was harshly critiqued by some fans.
Since that stumble, they’ve since headlined a successful tour in 2007 and created the acclaimed soundtrack to 2010’s TRON: Legacy.
Fast forward to 2013.
Every other week there is an artist putting out a remix of a record with electronic undertones, Auto-Tuners, and dub step glitchiness.
In a recent interview with Rolling Stone, Daft Punk stated “Electronic music right now is in its comfort zone and it’s not moving one inch.”
So with their new album, they explained that they “wanted to do what we used to do with machines and samplers, but with people.”
Not only have they taken this old meets new mentality with recording, but with marketing as well.
In recent years, most new product marketing in the music industry has been dedicated to the hard sell; musician interviews on late night TV, banner advertising scouring the internet, clips and audio bits interrupting your Spotify playlists.
For Daft Punk, they have used older PR tactics to play into our new social world.
In March, Daft Punk dropped a surprise 8-second clip of their new single during a Saturday Night Live commercial break. This was followed by an even longer clip of the same single weeks later.
Simultaneously, they bought billboard placement (yes billboard, not banner) on I-10, a major roadway on route to Coachella, where they also debuted the short clip featuring the duo, Pharrell Williams, and Nile Rodgers.
Unbeknownst to the audience, Daft Punk was watching in anticipation from the VIP section, waiting for social media to blow up with audience video posts of the teaser (and they did, in droves).
This was followed by a radio edit of the new single, released on April 19th (which at the time of writing this article has nearly 4 million views on YouTube).
Their formula for marketing is indeed old school, yet successful.
Create an intriguing product, slowly release small teases, let word of mouth create buzz between each release, then launch with a solid offering (their new single, “Get Lucky,” is undeniably catchy).
They didn’t produce any internet advertising, minus a few collaborator series videos on Facebook. Yet, social media can’t stop talking about these guys.
Correct placement + right audience + tantalizing promotions = marketing buzz.
All the best,
Brock Clauser is the Director Of Paid Search For Stream Companies, a full service advertising agency in Philadelphia.