Twenty years ago, a record album was the perfect present. How can the world’s largest music company bring back that magic in the streaming era? Through a brand-new product that combines the feeling of analog with the power of digital.
The winter holiday season is traditionally one of the busiest times for the music industry. But since the advent of music streaming, record purchases have plummeted. Universal saw an opportunity to innovate on that area and Anomaly London were tasked with reinventing music gift-giving.
Access All Areas (AAA) is a new music product that brings super fans closer to their favorite artists. Inside the physical AAA box are pre-sale windows on concert tickets, special edition album art cards, merchandise offers, an exclusive album poster and digital download of the album. On top of that, AAA has a big online component, built by Your Majesty, that includes a one-of-a-kind digital booklet, music streaming, interactive image gallery, limited-time shareable content and even a social media dashboard that aggregates content from Facebook, Twitter, Instagram and the artist's own website.
AAA launched during the 2015 holiday season with Ellie Goulding, Rod Stewart, Andrea Bocelli and The Vamps. And the fans went wild. More artists to come. Stay tuned.