Bon Iver’s third full-length album, 22, A Million, was released September 30, 2016. On August 12th, the band debuted the album in full during their set at Eaux Claries Music Festival in Wisconsin. I personally helmed both Jagjaguwar and artist socials (Facebook, Twitter and Instagram) for the announce, comprised of two new tracks ("22 (OVER S∞∞N)" and "10 d E A T h b R E a s T ⚄ ⚄") and an album pre-order, which took place during Bon Iver’s set. In addition, I compiled a Jagjaguwar newsletter that was sent out evening of to our extensive mailing list.
Leading up to the album’s release, I created visual assets for social promotion including an unboxing video and a timelapse of a newspaper that was later distributed at listening parties in front of Bon Iver murals across the globe.
The videos were picked up by Pitchfork (see below), Fact Magazine, Fast Company, Hypebeast, Highsnobiety and Brooklyn Vegan.
22, A Million debuted at #2 on the Billboard 200, selling 71,000 copies.
“Today, Jagjaguwar has shared a new unboxing video of the ‘22, A Million’ vinyl, revealing its contents; it is soundtracked by the album’s “33 ‘GOD’.” The label also shared a video of what looks like a ‘22, A Million’ newspaper, which features several enigmatic symbols. Check out both clips below.”
