In just three days, the next Zedd True Colors event will commence in Los Angeles, California (United States). This is part of a sophisticated marketing campaign for the upcoming True Colors album, that induces curiosity and excitement in fans. The first True Colors event took place in Austin, Texas when fans navigated their way along Austin’s Sixth Street.
Image obtained with thanks from Rukes.
Afterwards, they rushed through SXSW on their way to a magenta platform in a parking lot, and finally, they got to sign their release forms and were carried into a beautiful underground cavern to see Zedd. They had no idea what was going to happen! This event turned out to be a blast. It wasn’t just a concert or rave. Zedd met with each and every one of his fans. The fans were provided with free pairs of purple Beats headphones, and were allowed to plug into an array of amplifiers.
They sang together, and he explained what it was all about.
‘Every song on this album is associated with a color,’ Zedd told me before he made his grand entrance. ‘And we decided the song we’re debuting tonight is purple. The amount of detail that went into that — from the purple skittles on the limos, the purple drinks, the purple food, the lights — it’s pretty magical.’
Zedd added that it was inspired by his history in rock and jazz music. When he started producing electronic music, he noticed a trend towards releasing singles and EPs here and there, and in his opinion –that is not enough time to tell a story. Apparently, the songs on the True Colors album collectively tell a story.
See clips from the event below.
Video Credit: Zedd.
I don’t know how it will financially pan out, but Zedd’s elaborate marketing campaign sounds like a smart one. He combined two key stimulators of interest: Mystery and exclusivity — Only a fraction of fans got into this event. Others passionately wished they got in, and were devastated. However, there are many more of these events, and many more chances for fans to get in.
The second True Colors event is going to be another mysterious one, as it is represented by nothing but a blank square on the website. I wonder what Zedd has in store for his fans this time!
