Case Study:
Bag Raiders ‘Horizons' Album Launch
Billboard described Bag Raiders second album ‘Horizons’ as “a 12-track mix of laidback vibes that sound about perfect for any poolside party as day turns to magical twilight”.
On 6th September 2019 Bag Raiders released their second album ‘Horizons’ through Universal, hitting #3 on the iTunes AUS/NZ Electronic album chart.
The Brief
Tropicool were briefed by Bag Raiders’ management to deliver an exclusive launch party for their long-awaited new album ‘Horizons’, released on September 5. Taking the album title as a strong reference for the look and feel of the event, we secured one of Sydney’s hottest rooftop bars, with stunning views over Hyde Park and the city. Belvedere came on board as the alcohol partner for the event, serving up delicious drinks including a bespoke ‘Horizon’s cocktail. Russell Athletic teamed up with Bag Raiders a lifestyle partner.
The event was a roaring success with over 200 attendees, including a high profile guestlist of influencers and musicians. Bag Raiders took part in a special Q&A on the night and as the drinks flowed later into the evening they jumped up for a DJ set.
Event Details
➜ Event: Exclusive ‘Horizons’ Album Launch Party
➜ Required Venue: Unique rooftop space, modern, up market, outdoor elements that evoke a play on ‘Horizons’ - the title of Bag Raiders’ new album.
➜ Capacity: 250
➜ Date: Thursday 5th September
➜ Target audience: Media, VIP, influencers, friends, family, competition winners
➜ Catering: Canapé style, elegant, healthy
➜ Drinks: Cocktails and craft beer
➜ Event themes: Fun and playful
Key Objectives
➜ Produce an exclusive Album launch party
➜ Build online engagement through the event to compliment Bag Raiders pre-existing album release plan
➜ Research and book the most appropriate venue to host the event
➜ Bring Bag Raiders brand aesthetic to life through venue décor and styling
➜ Secure the right on-brand event partners and funding
➜ Event manage from start to finish including event budget, suppliers, content creation, food and drink
➜ Coordinate event flow and entertainment
The Idea
Venue
Slim’s Rooftop was an obvious choice given the stunning outdoor rooftop design matched Bag Raiders own LA chic style and values. Dressed in retro ruffled umbrellas and verdant succulents, the setting evoked a day by the pool at LA’s Beverley Hills Hotel, and was located in the heart of Darlinghurst, making the venue easily accessible by all public transport.
Entertainment
We wanted the event to have high impact as soon as you walked up the stairs, right up until the DJ set to round off the evening. The first hour allowed for guests to mingle and Bag Raiders to work the room whilst attendees enjoyed lavish Japanese canapés and complimentary cocktails. Tropicool’s very own Paul Stix then hosted an insightful ‘In Conversation’ with Bag Raiders before all guests were greeted with the exclusive first playback of ‘Horizon's’ and more cocktails! A 2.4m x 2.4m media wall was featured for photo opportunities with fans, and Bag Raiders topped off this special evening with an intimate DJ set to a buzzing room.
Food & Beverage
A bespoke drinks menu was created including the ‘Horizons’ cocktail – a signature Belvedere Vodka cocktail featuring yuzu, lemon cranberry and a splash of soda. Japanese roaming canapés were brought out to attendees by roaming waitresses.
Event Flow
➜ 6.00pm Arrival drinks and canapés
➜ 7.30pm ‘In Conversation withBag Raiders’
➜ 8.00pm World Premiere 'Horizons 'album playback
➜ 9.00pm Bag Raiders (DJ Set)
➜ 10:00pm Close
Brand Focus: Belvedere
Belvedere came onboard as the exclusive spirit partner.
We curated a special cocktail menu for the evert featuring three signature drinks on arrival including ‘Horizons’ - named after the Bag Raiders album.
Bag Raiders were presented with two personalised bespoke Belvedere bottles to celebrate the launch of their new album. ‘Bag Raiders’ and Horizons' custom bottles were created for the band.
Belvedere provided bar mats, branded cups and dummy bottles, displayed at the bar and next to the DJ booth and interview area.
Influencers tagged Belvedere thanking them for the cocktails on arrival.
Brand Focus: Russell Athletic
Russell Athletic came onboard as the lifestyle choice partner.
Bag Raiders were gifted a number of Russell Athletic items and posed for a social media photo shoot up on a local rooftop setting.
Russell Athletic ran a social media comp giving fans the opportunity to attend the event and meet the Bag Raiders in person.
Influencers were also gifted Russell Athletic gift packs for the event and shared posts through their Instagram stories.
The Results
Influencers
We invited a broad mix of assorted guests to attend the launch and share details across their social pages.
Branded Content
➜ Tropicool’s creative team produced an exclusive photo gallery for socials from the event while yeahsure produced a 60 second wrap video featuring Belvedere and Russell Athletic branded items and logos.
➜ Photos by Tropicool were uploaded by Bag Raiders, and media outlet Life Without Andy covered the event across their website, newsletter and socials available. View photo gallery here.
➜ Watch the event wrap video here.
Notable Attendees
➜ Pia Muehlenbeck
➜ Alli Simpson
➜ Madi Edwards
➜ Cosmo’s Midnight
➜ Set Mo
➜ Josh Hueston
➜ Plus many more
ROI
Total IG stories: 62
Total Reach: 5,402,331
Total Ad Value: $22,745