Deki Alem, the Swedish duo of Gothenburg twin brothers Sammy and Johnny Bennett, partnered with Amuse to launch their debut studio album, Forget In Mass. The campaign for the record, which blends hip-hop, drum ‘n’ bass and post-punk, focused on underground street activations, character actors and burner accounts rather than active artist social media involvement.
Campaign highlights#
- Street-level disruptive teasing: To mark the campaign launch, the team placed abrasive lyric-based slogan boards and makeshift listening stations with cheap CD players and burned CDs across Stockholm business districts and directly outside Spotify‘s headquarters.
- The Radio Man character: The team hired an actor to play Radio Man, a cult figure from the duo’s visual universe. Roaming Stockholm with a portable speaker, he distributed bootleg CDs and unannounced cassettes to fans in physical spaces.
- Bootleg merch drops: Rather than standard venue merchandise, the band created heavy-cotton, screen-printed unofficial T-shirts branded as "ShrekiAlem" and handed them out for free via street characters, creating moments for fans that felt like they had to be there.
- Fan Q&As over press interviews: Media-shy and averse to traditional interviews, the group hosted a Swedish-language fan Q&A event in Stockholm. Journalists were invited to observe the interaction, giving the band a comfortable space to articulate their process.
- Credibility-anchored live plot: The rollout built up to a headline slot at Gothenburg’s Way Out West festival, a support slot for Swedish House Mafia at a 70,000-capacity home show, and an invited live performance in the main hall of Berlin’s Berghain.
