Client Sony Music on a number of occasions has had the brilliant idea of doing what we call "A Countdown to the Countdown" (See Mariah Carey's reveal). The idea is simple and effective: get fans excited and geared up by having a countdown to a EP or album (or video) reveal - which is essentially a countdown of its own! This approach creates a "longer runway" and builds up momentum for the content reveal.  Last week we launched the countdown at: http://closerwith.thechainsmokers.com/ and this week we followed up with a "secret" reveal of the EP cover (fans were not told what it was).

EP Cover Reveal
We have a number of different options for doing cover reveals and this is one of them. It works well when there is a LOT of fine detail in the album cover and in situations were showing  piece of it would give the whole thing away! In addition to the Pixelated mosaic approach we have other techniques you can check out here.