Universal Music Group — Megan Beth Fullagar

The work is always in progress, so why not include the fans in the process.

Unfinished

Client: Universal Music Group, Advanced Media

The Problem: The music industry has changed; people don't buy music anymore, so new means of revenue generation have to be considered when building an advertising campaign.

The Big Idea: Much like the constant flow of change in music, Halsey is a work-- and an artist-- in progress, changing and in the process of inventing herself. She’s unfinished.

Concept:

Nowadays, music listeners are interested in more than just records. Artists are more interesting when you can see their process.

Executions:

A Destination

Unfinished Murals

Fans and artists create living works of art reinterpreting Halsey’s lyrics. Evolving over time, built in cities around Halsey’s tour.

Unfinished Tour

An entire tour, performed at small, local venues in cities on Halsey’s U.S. concert tour, consisting only of her unfinished, work in progress music.

Unfinished Journey

After the Badlands

A live space where fans can find “unfinished” Halsey tracks. Learn how music is made, remix and create content around them as if they were the artists: the unfinished journey.

A documentary of Halsey's life

Brand partnerships with Urban Outfitters and YouTube Creative Studio

Re-imagining vinyl packaging

PR Tactics

Snap-chat Geo-filters

Snapchat on demand geofilters allow people to use the template in their snaps targeted by a custom defined locations and in the date range you picked.

Traditional Publication PR

Traditional PR

Urban Stencil PR

A hashtag campaign encourages Halsey's fans to follow her tour using the tag #unfinished.

The Team:

Creative: Megan Fullagar, Marika Bailey, Emilio Colombrio, Cassondra Bazelow

Strategy: Dayln Francis, Nicole Lebenson, Rolando Leal

PR: Ahmet Reisli, DelPrado Taylor, Anthony Mundle