How the xx shared their new album Coexist by releasing it to just one fan | Music | guardian.co.uk
To recreate the word-of-mouth phenomenon that made them famous, the xx shared their album stream Coexist with a single fan just outside London last week – days before its official US release.
It was a risky marketing move that set out to test whether the band could replicate their initial viral success with a map that tracked shares with a visualization on the Coexist stream’s host site.
Twenty-four hours after the stream was shared with a fan on Facebook, the site crashed from the millions of streams, with the average user spending 2.1 hours on the site.
“From a statistical perspective, it’s one of the most significant album premieres we’ve ever done,” said Adam Farrell, vice-president of marketing at Beggars Group. Coexist is being released worldwide on the Young Turks label, a joint venture with XL Recordings which is part of the Beggars Group.
Farrell said the xx were instantly able to determine the superfan who would first receive word of the stream due to their frequent postings on xx-related social media.
“The fan was the only one listening to it for an hour or so. It seems like they were hogging it for a bit,” Farrell said.