How do you go about marketing a 4 hour quiet ambient album with 40+ minute long tracks to a mass audience?
With most traditional options out of the question for this, Motive Unknown approached the worlds #1 app for sleep, meditation and relaxation: Calm, which has over 45 million downloads to date and over 700,000 5-star user reviews!
Calm also happens to be one of the world’s fastest-growing music streaming platforms, its catalogue of almost 200 tracks has already amassed over 150 million streams, but they have never featured work from known artists before. Moby becomes the first major artist to release an album via Calm or any other content-driven app.
Long Ambients 2 was released today (March 15th) on Wold Sleep Day, and will be available for 30 days exclusively on Calm Music, the Calm app’s new music platform. It will then become available on other music platforms including Apple Music and Spotify.
Calm will be featuring the album prominently in the app as well as sending the album out to their 40m subscribers via email and supporting with a full social media campaign and international press outreach.