Caroline af Ugglas. Photo: Peter CederlingCaroline af Ugglas. Photo: Peter Cederling

Swedish artist goes online video-only in new album marketing campaign

Publicerad: 25 April 2016, kl. 9:32

One of Sweden’s most well-known artists is skipping traditional advertising when marketing her latest album.

Adam Jönsson

Instead, Caroline af Ugglas, who released her new album Nåväl Friday, have decided to spend her entire ad budget on online video by working with video advertising firm smartclip, who’ll be responsible for the advertising part of the campaign.

‘‘The music industry has changed and we have to change with it. Just a few years ago, there weren’t that many ways to reach out with your music,’’ says Benny Albrektsson, CEO and founder of ATV AB and Sweet Post Production, in a statement provided to Smashdig via email. ‘‘Caroline has an expression that works well in both audio and video. We have therefore decided to create a campaign that is strictly online video-based.’’

Advertising via digital channels are on the rise in Sweden. In 2015, media investments in digital channels went up by 20 per cent compared to 2014, according to Mediebyråbarometern. Online video has been a driving force for the increase, Staffan Slörner, CEO at Sveriges Mediebyråer, said in a January press release.

‘‘We were happy when Benny and Caroline came to us and dared to venture into something new. We will be aiming [the campaign] at the entertainment, culture and music sites we’re working with,’’ Mattias Spetz, CEO at smartclip in northern Europe, says in the statement.

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