By: AJ Lindenbaum, Jack Murray & Adam Rappoport

‍

In the fast-moving world of electronic music, albums are rare milestones, often overshadowed by the steady release of singles and EPs. For Grammy-Award winning artist Zedd, launching his full-length album Telos in August 2024 was a unique opportunity to engage fans and rethink how artists approach merchandise drops. By blending creativity, fan engagement, and strategic marketing, Zedd and his team, working with Mainfactor, crafted a campaign that kept the album in the spotlight long after its release.

‍

At the center of this campaign was the album’s intricate stained-glass-inspired artwork. The overall album artwork consisted of elements of 10 individual cover arts that represented each of the songs on Telos. Each individual song was later released as an EP (single, instrumental and acapella versions) and with that, a limited release tee design for each song. This campaign was done after the initial album rollout and sustained buzz, fan engagement and discovery of Telos. These individual designs  became the foundation for a series of collectible t-shirts, each tied to a specific single. When collected, the shirts formed the complete album art, offering fans a tangible connection to the music and the visuals they loved. This innovative approach elevated the merchandise beyond the standard album t-shirt, transforming it into an interactive and rewarding experience.

‍

‍

Building Demand Through Scarcity

‍

Working with his management and Mainfactor's team of e-commerce and digital marketing experts, Zedd adopted a scarcity-driven model to amplify excitement, releasing one new t-shirt every Friday for ten consecutive weeks, starting October 4th and concluding on December 13th. Each shirt was available for just one week through Zedd’s branded Shopify store, creating a sense of urgency that turned each drop into a highly anticipated event.

‍

‍

Fans were notified through SMS and email campaigns, while a Spotify integration ensured that each track promoted its corresponding t-shirt on the streaming platform. Additionally, Zedd posted weekly updates on Instagram Stories, using scarcity-focused messaging to encourage immediate purchases. The story posts contained product shots, the song, and the single artwork. Zedd's most dedicated fans also received two Discord announcements—an initial drop notice and a “last chance” reminder to keep the buzz alive.

‍

‍

‍

A Fan-Centric Approach

‍

The D2C strategy for Telos was born out of fan demand. Upon the album’s release, social media lit up with requests for individual merchandise inspired by each single. By responding directly to these requests, Zedd not only catered to his audience but also fostered a sense of collaboration and community.

‍

To execute the campaign, Zedd and Mainfactor employed Direct-to-Garment (DTG) printing, a method that  enabled vibrant, and detailed designs. This approach ensured that the campaign remained financially sustainable while delivering premium products.

‍

‍

Extending the Album Lifecycle

‍

The timing was critical to the success of this campaign. Although Telos debuted in August, the singles-driven merchandise campaign launched two months later (the album release date included a D2C exclusive limited vinyl drop), giving the album a second wave of visibility. Each drop was paired with the instrumental and acapella versions of the featured track, providing fans with fresh ways to engage with the music. This bundling served as passive marketing for the album, driving additional streams while promoting the merchandise.

‍

By integrating Spotify with Shopify and notifying fans via Instagram, Zedd created a seamless experience where fans could stream a track and instantly access its corresponding t-shirt. This innovative approach blended digital and physical engagement, turning the merchandise into an extension of the album’s reach.

‍

Results & Impact

‍

The Telos campaign delivered impressive results, significantly outperforming Zedd’s previous merchandise drops. Compared to Zedd's historical data, the Telos campaign saw tremendous growth, with some shirts selling between 50% and 100% more units than previous Zedd drops. This success highlighted the power of scarcity and creativity in driving fan engagement and sales.

‍

More than just a revenue generator, the campaign addressed a common challenge in artist merchandising: the uninspired “lazy merch release.” By integrating the album’s narrative into the merchandise, Zedd demonstrated how thoughtful design and strategic marketing could elevate the fan experience, creating excitement that extends beyond the music itself.

‍

‍

‍

A Blueprint for the Future

‍

Zedd’s Telos campaign served as a case study for how artists can innovate in the merchandise space. By combining interactive design, fan-driven demand, and a well-executed digital marketing strategy, the campaign sustained momentum for the album while building deeper connections with fans. It also showcased the potential of blending platforms like Spotify and Shopify to create a cohesive ecosystem where music and merchandise amplify each other.

‍

For Zedd, Telos was more than just an album—it was a multifaceted experience that extended into art, fashion, and community. By reimagining what a merchandise campaign can be. 

‍

Shop now at https://store.zedd.net/ and For a fun interactive experience check out the Lucky AI Experience on zedd.net

‍

‍