Catalog Marketing: All Time Low

Client: All Time Low
Partner: Photo Finish Records, Hard8 Working Group
Album: Dear Maria, Count Me In (All Time Low’s Version)

Campaign Overview

All Time Low celebrated their twenty year anniversary with a year long “All Time Low Forever” campaign that culminated in the re-release of nine of their biggest hits. Leading up to the announcement of The Forever Sessions Vol. 1 our central goal was to amplify excitement from core fans and re-engage lapsed listeners to drive first week stream numbers and impact chart position.

Campaign Highlights

• #7 on Spotify UK Top Album Debut Chart

• 2.2 Million reactivated Spotify listeners

• 1 Million new Spotify monthly listeners

• 5 Million social views within 48 hours of announce

• 212% growth in discography playlist followers

• 12% increase in Spotify catalog streams

• 10% growth in Spotify super listeners

• 27% increase in YouTube impressions

Phase One // Pre-Release Strategy

Discography Playlist Fan Easter Eggs: Updated the existing All Time Low discography playlist, creatively arranging song titles to spell out "Dear Maria" using the first letter of each song. The playlist description teased fans with cryptic messaging, sparking curiosity among the 7K playlist followers, and was pinned as the Spotify for Artists pick to increase visibility.

YouTube Channel Optimization: Pinned the original Dear Maria music video as the channel trailer on YouTube. This was shared with their 600K subscribers through the Community tab, using the phrase “Count Me In… Again” to drive engagement and views on the original video.

Spotify Gallery Strategy: Replaced existing Spotify Gallery images with nostalgic photos from the Dear Maria era and updated the artist bio to include the phrase “Count Me In… Again,” hinting at the re-release. Throwback images were also shared in Instagram Broadcast Channels to ignite fan chatter across fan pages.

Overnight Re-Brand: The night before the official announcement, profile photos and social banners across platforms were updated to a throwback look, driving engagement and curiosity before the release day announcement. The release was accompanied by short-form, fan-friendly video content to maximize exposure.

Phase Two // Release Day Strategy

Spotify Marketing Tools: Used viral announcement posts and behind-the-scenes stories as Spotify Clips to keep fans engaged. Easter eggs hinting at the upcoming Forever Sessions Vol. 1 tracklist were hidden within All Time Low’s discography playlist.

Owned Artist Playlist: On release day, the Dear Maria re-release was added to the updated playlist, alerting followers and generating excitement around the new version.

Short Form Video Strategy: Organic videos celebrating the legacy of Dear Maria gained traction, with several posts hitting Instagram's trending status, further expanding the song’s reach.

Spotify Canvas Strategy: The Spotify Canvas for upcoming album tracks was updated with teasers, encouraging fans to revisit the catalog and uncover the tracklist before it was officially announced.

This multi-phase campaign was instrumental in driving first week streaming traffic for the new project, while re-engaging and mobilizing lapsed listeners to drive them back to the whole catalog, reinforcing the band’s lasting legacy and continued popularity.