Large 4 Month Campaign
32% return - 80+ Press Items
The Morning Birds created a concept EP with one original song and 5 remixes that were created to reflect different seasons of the year. We decided to strategically release the songs as singles on days of astrological significance leading up to the release date - with the final premiere being the original song. This enabled us to secure premieres for each of the 6 songs, focusing on Hype Machine and high engagement outlets (meaning = how many shares each post receives), giving TMB the most coverage and the highest return and exposure. During this time, we used the premieres as tools to seek more coverage and reviews.
The Large, 4 Month Campaign started 2.5 months prior to the release date of the EP - to keep in with press time requests and give ample time for a successful campaign. The creative concept and the story of each DJ involved were used as interest points.
The result was that each song was premiered on different outlets (5 Hype Machine reporting outlets), the album itself was premiered as a full stream on a Hype Machine Outlet, the band received over 77 unique press items in total, charted in the top 25 on HYPEM with 2 different singles, increased their Soundcloud fanbase by almost 20 TIMES what they had initially (start: 21 fans, end: 373 and counting), had over 44,000 organic Soundcloud plays and they were selling albums prior to anyone ever hearing the full EP.
The Morning Birds Hype Machine
As well as one of the tracks that CHARTED on HYPEM
Here is the list of Key Coverage received (H = Hypem Outlet). Premiere's are noted. (some press clips are in for good measure!):
The DJ List
Indian Summer PREMIERE Surviving the Golden Age (H)
Live For Live Music
HOF Is Better
I Heart Moosiq (H)
The Cutprice Jukebox
The Vinyl District (H)
B3S Blah Blah Blah Science (H)
Dancing Astronaut (H)
The DJ List
Summmer PREMIERE Metro Jolt
"All sorts of perfection written all over it. The remix still allows the melody to lead while rattling out the track with minimal asphyxiation, retrying an atmospheric pressure rather than reconstructing the entire song."
Radio Crystal Blue
“The duo of Jennifer & Sam, The Morning Birds, are also the creative force behind PR firm Working Brilliantly. Their jazz-trip-hop song “Bloom”, timed for the summer solistice, kicks off the show.”
The remixers, Dimond Saints, Invisibles, Knife & Fork , Prizm Prime, and OptiX, all brilliantly showcase their unique takes on the original song, while keeping intact Jennifer Thorington's enchanting vocals and The Morning Birds' smooth, jazzy feel.
The Big Takeover
Sounding like an earthier, silkier version of *Wild Belle, the Bloom EP is comprised of one eponymous song but accompanied by five different remixes, each representing a different time of the year—Indian summer, winter, spring, summer, and fall. It may just be the power of suggestion, simply because they’re telling you what season each remix is meant to represent, but each version does indeed sound so remarkably accurate and fitting, if one were to take the names off and ask a listener to decide which corresponds to each season, undoubtedly the listener would be able to figure it out. Each one is so unique and different in its own way that you just may find yourself listening to the entire thing the whole way through without realizing you’ve been listening to the same song six times. It’s really that good.
Fall Premiere Tilt (H)
There's a few good reasons as to why I'm vibing with The Morning Birds. The first is obvious. Their music is really good with their very unique blend of alternative pop and sort of jazzy doo-wop. The second reason is literally because these two, Jennifer & Samuel Idyllwild, are way cute and super rad. The third reason is probably the most important reason of all to me because your boy is in touch with the moon...
All the songs off their new EP are being released on days of astrological significance (Solstice, New Moon, Full Moon, New Moon, Super Moon). The final remix will be released on the Super Moon on August 10 and the physical album available the following Tuesday, Aug 12. How dope is that?
"The Morning Birds' latest release is an eclectic genera-bending mix soothing club beats and overlaid vocals.
BLOOM captures the essence of summer with hypnotic rhythms and overlaid vocals. Each song on the six-track album bears a reference to nature—Bloom, Indian Summer, Winter Bloom, Spring Bloom, Fall Bloom and Summer Bloom. The album is a laidback listen perfect for a sunny afternoon or a midmorning break."
JP's Music Blog
It has been a few years since we last heard from the duo of Jennifer Thorington and Samuel Markus, known as The Morning Birds. They return on August 12 with a new EP entitled "Bloom." It features six remixes of the song with different electronic beats and jazzy rhythms that relax more that entice the need for movement. Beginning with "Bloom (Root Mix)," you are swept up by the harmonizing vocals and steady backbeat highlighted by the horns of Dan Gonda. While "Indian Summer Bloom (Dimond Saints Remix)" has a more club beat, it looks to allow your mind to melt your troubles away as you get lost in the music. The most upbeat tempo comes with "Winter Bloom (Invisibles Saves Her Soul Remix)" as the rhythm rings like a heartbeat pumping through your system. The electronics overtake "Summer Bloom (OPTIX Night Breeze Remix)," while the closer "Fall Bloom (Prizm Prime White Light Remix)" has that jazziness that perfectly matches the ambient feel of the vocals.
"It's fantastic... a beautiful piece of work."
Bass Feeds The Soul
High-edged snares carry the remix’s lush cut up bass line back to the days of retro-funk, and as the song filters down, the vocals of Jennifer Thorington slowly cut in. Theres something about this woman’s voice that has me immediately transported to a new realm of introspection, but as OptiX filters the drums, Thorington’s voice’s blend of spirituality and velvet texture becomes even more apparent than in the original. Constantly rising, this remix’s energy is continuously elevating you to another plane.
"The Morning Birds provide these remixers with an excellent song full of space for anyone to make it what they want. Each song could stand on its own, but works better as a union. In 22 minutes, The Morning Birds have achieved what many have tried and failed to do—to produce a concept album that’s cohesive, coherent and interesting throughout. They bring a jazzy doo-wop, lounge-pop aesthetic to an indie scene that’s in desperate need of their brand of chillscape music."
Spring PREMIERE (H) Earmilk
"They definitely have an established persona and sounds that are quite unique to themselves. A mix of folk, pop, and psychedelia gives The Morning Birds their own big chirp in the indie music scene."
ALBUM PREMIERE (H) Popdose
“From its first Beach Boys-like chorale, Bloom reaches deep down for something otherworldly. To describe the Morning Birds’ sound as ethereally electronic would be a vast injustice, as it sprinkles in jazz, “global lounge pop,” even shades of doo wop. It’s a vibe that many bands in the Williamsburg scene and otherwise reach for but never grasp. There’s something genuine and heartfelt in the Morning Birds’ music, even if it’s buried between layer after layer of instrumentation and vocals.”
“One of my favorites is Knife & Fork's Spring Bloom. It's a more organic mix of the already down to earth single, while tweaking the jazzy air into a more primitive sound. It might be a little too rugged for some, but its own contrast is worth sticking around for.
It's weird, it sticks out and calls for curious listeners. With the instrumental samples swirling around in the background and the bass appearing in a different melody than the track does altogether, it prevents itself from finding monotony.
That may not be for everyone, maybe a house beat or trap-y bass suits you better. The rest of the EP proves itself willing to satisfy masses. You might like the effort as a whole like me, or you might like a single impressive remix, but odds are you'll like something if you give it a fair listen.
VIDEO PREMIERE - The Autumn Roses
“"The mysterious Dimond Saints re-imagined the track for Summer’s fading light, and the result is "Indian Summer Bloom (Dimond Saints Remix)". The video, appearing here for the first time, was produced by the Frazier Drake photography team, and features time-lapse footage taken in the band’s Idyllwild hometown."”
Bloom Premiere (H) Free Bike Valet
"...a sedated lounge ode laced with lush pop, smoky jazz, and Thorington’s velvet vocals."
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