FROOT album campaign research

Marina and the Diamonds - FROOT album campaign

Uses a mixture of Vinyl "scratch and sniff" single releases that each have their own physical experience as well as a digital one - whether it be a music video or visual that relates to each song through sound, colour and visual aesthetic.

The campaign was titled "Froot of the Month" that went of for six months before the album was released. The campaign was produced to try and reassure the fans of the album's quality by releasing six songs that are each accompanied by a visual world.

Six music videos were released with the six singles. Here are some examples.

The album campaign was also backed by a fashion merchandise.

And a blog that followed the whole album campaign from the first single to the last tour date. The page was filled with Marina's personal photographs, messages, quotes and visuals that have influenced the projects aesthetic.

My interpretation:

For this project it is clear the artist wants their fans to feel fully invested with this album. They do the their best to capture their audience with unique "scratch and sniff" vinyls that are sent out to fans each month six times before the arrival of the album. The fact that