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How Twenty One Pilots Scored the Biggest Rock Debut of the Year With ‘Clancy’

Twenty One Pilots' 'Clancy' is the year's biggest rock debut. Here's how, according to our Executive of the Week, Elektra Records' Thom Skarzynski.

That took the form of exclusive listening parties at independent record stores around the country, a multi-pronged sales strategy that offered more than a dozen different ways of purchasing the album and thinking holistically about each tier of fandom and what they want the most. “It was all about bringing things back to the surface and carrying the story to life for not only the deeply-rooted superfans but also the more casual listeners who may have lost the plot along the way.” Very early on, we connected with the band’s creative director Brandon Rike, and went through ideas and suggestions for this launch — including my absolute favorite, the Clancy Journal — as well as box-set options and how many different vinyl variants we would need to ensure everybody from the fan base had something they loved enough to own.

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