Gloss Gang Album Rollout
*all photos were taken by me.
After four years away from music, Brooklyn’s own duo, Gloss Gang, was ready to make a comeback. It was time to officially put Crown Heights on the map.
HOW DID WE DO THAT?
Social Makeover
The @GlossGang Instagram was good, but it was nowhere near what it should have been. Like when recording vocals, everything is much better when things are fine-tuned.
Quality Awareness.
No more iPhone photos. No half-assed captions.
Strategic Elevation.
This marked the beginning of the new Gloss Gang era. It would be a shame to not deliver in an elevated way for the fans that waited nearly a half-decade for the debut album.
HOW WE IMPROVED
Unfollowed people we didn’t need to follow.
Tagged Swook and Stackzs in every post
Tagged the photographers and videographers
Deleted non-DSLR images
Start responding to comments on IG to grow a community
Upgraded -> Bio
TRACKLIST LAUNCH
Like music, we wanted to be perfectionists when it comes to content on Instagram. This was a time for Gloss Gang to assure the world that MBR2 is finally coming.
To hype up the release of the album, we unveiled the tracklist by posting 15-30 seconds of each song, in order from last to first, so the Instagram grid would reflect the songs in chronological order once all were posted.
ALBUM COVER STRATEGY
To elevate the visual experience for listeners, we wanted a thumb-stopping cover image that stood out on all streaming platforms.
We landed on a split image that perfectly gave off the grittiness and raw energy that could be found on the tape.
The decision to split the image in two ways to show off each aspect of the group.
The gold chain reflects the “gloss” and the anonymous ski mask reflects the “gang”, while each image being a different part of the duo.
Cover Shoot Photos
Gallery
Listening
Party
Anyone can record a mixtape or album these days. But not everyone can present their work in a thoughtful way that makes people pay closer attention.
The gallery space would be open early for 2-3 hours for invited press and special guests to get an intimate hearing of the new album. Press members would be able to interview anyone involved in the project for any stories they want to write.
The images would be black and white to give off the timeless feel of old NY rap images from the 80s and 90s while capturing the nuances and emotions of being rising rappers in current-day Brooklyn.
After the special viewing, it would be open to the public for anyone to come to view the images and enjoy the album.
LAUNCH RESULTS
36
POSTS
179K
IMPRESSIONS
23.1K
VIDEO VIEWS
2,832
NEW INSTAGRAM FOLLOWERS
