Diabolical

Oscar Powell

Billboard Installation

Legendary punk rocker Steve Albini really, really doesn’t like dance music. Not even a tiny bit. Electronic producer, Oscar Powell had no idea. He sent Albini an email asking to sample one of his vocals and got the all clear, but the email also came attached with a massive rant about his hatred for “mechanised dance music”.

To promote his latest album, we helped Powell turn the rant into a huge bespoke billboard, attached with a 3D logo on Commercial Street, East London to create a PR and social media storm. The show stopping campaign received an amazing amount of coverage in all the major music titles including NME, Pitchfork, The Quietus and 405 to name but a few. It also managed to hit mainstream media, with the Guardian and the Independent covering the campaign. This is a brilliant example of how just one billboard with a clever idea can create tons and tons of awareness and social sharing.

CAMPAIGN INSIGHTS
  • CAMPAIGN TO PROMOTE ALBUM RELEASE
  • SPECIAL BUILD BILLBOARD WITH 3D LOGO IN EAST LONDON
  • CAMPAIGN CREATED A PR & SOCIAL MEDIA STORM


Powell Put Steve Albini s Anti Dance Music Rant on a London Billboard
BeatportSteve Albini's epic rant about dance music is now a billboard | ClashSteve Albini s Rant About Dance Music Is Now A Billboard | Clash MagazineSteve Albini’s anti EDM email turned into billboard promoting EDM single | Consequence of SoundOscar Powell gets an earful from Steve Albini | DJ MagazineSteve Albini: "I detest club culture as deeply as I detest anything on earth" | FactSteve Albini's rant about dance music turned into billboard | The GuardianPowell Vs Steve Albini | The QuietusXL artist Powell turns email from Steve Albini into billboard ad for new single | Creative ReviewSteve Albini rant | The IndependentMusic TimesNME tweetSteve Albini email saying he detests dance music used to promote XL Recordings producer | NMEOscar Powell billboardPitchfork tweetPitchfork tweetSteve Albini E Mail About How Much He Hates Dance Music Turned Into Billboard Advertisement | PitchforkSteve Albini Hates Electronic Music So a Dance Producer Took Out a Billboard to Spite Him | SpinSteve Albini rant about dance music turned into billboard | The Guardian

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