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Inside Sleep Token’s Mystique: How Easter Eggs and Lore Drive Strategy of ‘Even In Arcadia’
As Sleep Token earns its biggest chart achievements to date with "Emergence" and "Caramel," RCA's Aaron Stern is Billboard's Executive of the Week.
Sometimes it’s hard to put into words how it all falls into place, but with the combination of the visual creative and its strategic placement, coupled with the mystery built and the passion of the fan base, set the tone for a highly anticipated launch. Tarek Al-Hamdouni, Christian Edusada and Bird Cooley from the RCA digital marketing team have done a fantastic job of having the pulse of the fans online and have played an integral role in the strategy of getting the message out there. The continuous growth of streaming, as well as social media trending topics like the elder-emo subculture over the past few years, have contributed to exposing younger generations to rock music, sparking new interest in the genre.
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