YE

AllExperiential

Jun 13

YE

‘bully’ ALBUM RELEASE

Objective

BUILD GLOBAL ANTICIPATION AND CULTURAL BUZZ AHEAD OF YE’S BULLY ALBUM RELEASE.

Campaign

THE CAMPAIGN BROUGHT BULLY TO LIFE THROUGH A LARGE-SCALE DRONE SHOW SET IN THE OPEN TEXAS FARMLAND, DESIGNED TO FEEL LIKE A REAL-TIME EXTRATERRESTRIAL EVENT.

HUNDREDS OF DRONES FORMED MYSTERIOUS CROP CIRCLES AND CRYPTIC SYMBOLS IN THE SKY, EVOKING THE FEELING OF AN ALIEN INVASION. THE SHOW THEN TRANSFORMED INTO YE’S ICONIC BULLY MASK, FOLLOWED BY THE ALBUM TITLE AND RELEASE DATE — TURNING THE SKY INTO A MASSIVE, UNMISSABLE CANVAS.

THE ENTIRE ACTIVATION WAS CAPTURED TO FEEL RAW AND AUTHENTIC, AS IF WITNESSED AND FILMED ORGANICALLY, BLURRING THE LINE BETWEEN REAL EVENT AND VIRAL MOMENT.

Results

THE DRONE SHOW QUICKLY GAINED TRACTION ONLINE, WITH VIDEOS SPREADING ACROSS SOCIAL MEDIA AND SPARKING WIDESPREAD FAN SPECULATION AND EXCITEMENT.

THE CAMPAIGN HELPED BUILD MOMENTUM LEADING INTO RELEASE, WITH BULLY DEBUTING AT #1 ON BILLBOARD’S TOP HIP-HOP ALBUMS CHART AND #1 ON APPLE MUSIC OVERALL.