100% Chance of Social
I’ve always been fascinated by weather, and one million websites ago I thought about becoming a meteorologist. That’s probably because I grew up in south Louisiana where we have a “season” for destructive storms. I remember riding out Hurricane Andrew on a house boat with my family. The reason? Well, if the water rose, we would to. We survived the storm and the dream of replacing Jim Cantore waned.
Fast forward to this month and one of my favorite clients, Jimmy Eat World, is releasing their new record Damage, with an umbrella gracing the Morning Breath designed album artwork. No doubt a nod to the aspirations of my youth. Anyway, they needed a way to premiere “Damage” in an accessibly fun way that played on their social strengths. What’s important here is not to satisfy their current fans. The music should do that. Instead we’re trying to trick non fans into participating in an...
Continue reading →