In the streaming era, musicians have been experimenting with new ways of releasing albums and capturing listeners’ attention. An unusual partnership between WeTransfer and British producer duo Jungle shows the possibility of brands supporting artists and building deeper connections with fans.
On Monday, Jungle announced their highly anticipated forthcoming album “Volcano” and released a new single. Simultaneously, the duo is starring in WeTransfer’s global campaign, the first produced by the company’s in-house creative studio.
Titled “Think It. Make It. Move It,” the campaign comes as WeTransfer positions itself as more than a file-sharing service and expands its roots in the creator economy. The tech brand wants to be seen as a distribution platform for artists and fans, and its marketing message is a call to creators to put their ideas into action.
To showcase its role with creators, WeTransfer collaborated with Jungle on an interactive digital experience that hypes their album, opens up their creative process and gives greater access to fans. Leading up to Volcano’s release August 11, fans can visit the site junglejunglejungle.wetransfer.com to download free and exclusive digital content.
The first content drop, coinciding with Jungle’s new single “Candle Flame,” includes artwork, desktop and mobile wallpapers, social media profile images and a ringtone. The drops will continue throughout the spring and summer as more tracks are released, culminating with an experiential activation in July.
Apart from the fan site, the campaign will comprise digital, social, print and cinema ads.
Facilitating creativity
WeTransfer has a long history of partnering with creatives and artists, usually through its in-house editorial arm WePresent, whose 2020 short film “The Long Goodbye” with Riz Ahmed won at Cannes Lions and the Oscars.
But the campaign with Jungle was inspired by how creators have long organically used WeTransfer—particularly music artists ranging from Prince to Grimes to SAULT—to share tracks and other content with their fans.
“We wanted to take this a step further and partner with creatives, ride alongside their process and create an experience that allows them to share bespoke content with their fans,” WeTransfer chief marketing officer Angelique Temple told Adweek.
This partnership with Jungle “marks the first of many exciting collaborations coming up soon where we will be working with different types of creators to bring their ideas to life,” she added.
WeTransfer appointed Temple as CMO last year, the first time the brand hired someone external in that role. She was previously a marketing leader at WeWork.
Founded in 2009, WeTransfer has recently rolled out new services beyond file-sharing, such as productivity tools targeted at creative shops and freelancers. In 2021, it launched The Supporting Act Foundation, which commits 1% of annual revenues to supporting the next generation of creatives.
