Recent Highlights: Q1 2025
2025 has got off to an exciting start with a number of hotly anticipated albums announced. Let's take a quick peek at some of the standout direct-to-consumer campaigns we've seen launch on Ochre this first quarter including: AJ Tracey, Above & Beyond, Nova Twins , Oasis, Julien Baker & TORRES , The 1975, Mark Pritchard & Thom Yorke , Car Seat Headrest , Jamie Duffy and Jenny Hval
AJ Tracey
First up is AJ Tracey, who announced his third album ‘Don’t Die Before You’re Dead’. The album is being released on his own record label Revenge Records and marks his return from a self-imposed hiatus.
Bundles include limited edition midnight blue sparkle vinyl, CD, digital downloads, an exclusive signed print and various new merch options including t-shirts, hoodies and a keyring.
Above & Beyond
Anjuna announced Above & Beyond’s first album in seven years with ‘Bigger Than All Of Us’.
An exclusive limited 2xLP picture disc sold out quickly from the Anjuna store. An alternative magenta & yellow vinyl format and CD edition are also popular options and all formats come with free HQ WAV downloads.
Brand new ‘Bigger Than All Of Us’ merch allowed for an effective bundling strategy and using a landing page on the Anjuna label store for marketing facilitated upselling of Above & Beyond's complete catalog and associated products.
Nova Twins
Nova Twins latest album ‘Parasites & Butterflies’ is a genre-defying journey through life’s chaos and beauty, blending hip-hop, punk, rock, pop and electronic influences.
Fresh from a performance on Jonathan Ross, the band announced the album pre-order via their official store which includes a half & half blue & white vinyl store exclusive that comes with a signed art card, cassette, CD and bundle options.
Oasis
The 28th February saw the anniversary of ‘Standing On The Shoulder Of Giants’, Oasis’ 4th album, originally released in 2000.
Released to celebrate the 25th anniversary, Oasis offered a limited-edition blue and purple marble LP exclusive to their official artist store.
A pivotal moment in the band’s storied history, ‘Standing On The Shoulder Of Giants’ marked the beginning of a new era for Oasis. The album was the first release on the band’s own independent record label, Big Brother Recordings
The band also used the end of dry January as an appropriate time to launch a ‘Cigarettes & Alcohol’ limited edition long sleeve t-shirt featuring the iconic artwork from the 90s singles boxset reminiscent of a certain cigarette packaging. This was put on sale for a limited 72hour period that went live just before midnight on 31st January, marking the end of dry January.
Julien Baker & TORRES
Matador are releasing the collaboration album from Julien Baker & TORRES. After dropping hints for months and following the release of their first single, their debut album ‘Send a Prayer My Way’ was announced at the end of January.
The album has been in the works since the two played their first show together in 2016 and at the end one singer turned to the other and said, “You know, we should make a country album.”
Limited glitter crush vinyl was exclusive to the artist store and bandcamp, a CD version was also available and the standard vinyl was bundled with a signed print and MP3’s. The store suggests a curated selection of Julien Baker, Boy Genius, and TORRES albums as a great upsell, especially for fans discovering these artists through the collaboration.
The 1975
Much to the delight of The 1975 fans Dirty Hit put on sale a live recording of The 1975’s hometown ‘Still … At Their Very Best’ performance from Manchester, recorded on 17th February 2024 pressed on limited edition triple clear vinyl.
Mark Pritchard & Thom Yorke
Fabled English record producer Mark Pritchard & luminary songwriter Thom Yorke announced ‘Tall Tales’, a debut collaborative album a decade in the making.
Landscapes of synth-pop, prog, dub, 70s synth, Joe Meek, Ivor Cutler, Library, kraut and classic Warp™️ – ‘Tall Tales’ sounds like both musicians meeting in the Hinterland.
Mark Pritchard’s D2C store is offering first edition vinyl and CD formats in a debossed cover with tipped in central image, including a 36 page suspended booklet.
As well as standard formats and 24bit HQ WAV’s, ‘Tall Tales’ octopus logo sweatshirts and alternative t-shirt designs accompany the album and are offered bundled with a music format of choice.
Car Seat Headrest
We also saw the launch of the first studio album from Car Seat Headrest in five years, ‘The Scholars’.
A special edition vinyl is pressed on 2 limited edition coloured vinyl discs. Including a 28-page booklet with illustrations and lyrics - plus a bonus CD featuring 19 unheard demos, jams and outtakes. Each copy is numbered with stamped gold foil.
T-shirt designs were also bundled with the alternative deluxe edition vinyl
Jamie Duffy
March saw another artist using Serenade’s smart format as part of their D2C campaign, this time with an interesting live angle.
As part of Jamie Duffy’s debut album pre-order campaign he is selling a special edition postcard containing digital download and access to exclusive content.
This was made possible via Serenade’s NFC technology. Fans can tap the postcard with a mobile device to claim a pre-order digital copy of the debut album released later this year and enjoy bonus content including behind the scenes footage.
The acclaimed composer even sold D2C bundles during his concert at The National Concert Hall in Dublin via QR codes, allowing fans to take the smart postcard home immediately, but receive their vinyl and CD formats delivered to their door on the release date of the album in October.
An innovative way to combine D2C chart eligible sales at an artists live merch stand during performances - Which gives fans access to digital content during the pre-order period ahead of a release date helping to build excitement around the campaign.
Jenny Hval
4AD announced a new album from Norwegian musician, artist and novelist Jenny Hval.
‘Iris Silver Mist’ named after a fragrance made by Maurice Roucel is available on limited northern pearl light LP including a flexi disc and digital FLAC files.
Standard black vinyl and CD formats are also on offer from the official artist store.
