Work / Rolling Stones – Goats Head Soup

Rolling Stones – Goats Head Soup Cover
The Brief

The Rolling Stones’ classic 1973 album Goats Head Soup was reissued by Universal Music in multi-format and deluxe editions in September 2020. Alongside the records’ original track list, the deluxe editions also featured previously unreleased studio and live material. Making fans aware that this wasn’t just a standard reissue, while introducing new, younger audiences to the classic record were key requirements. This would be achieved by driving excitement around the previously unheard tracks and cleverly positioning the archive and brand-new assets available.

What We Did

On the back of the acclaimed “Living In A Ghost Town” single and the band’s universally-admired lockdown performance of “You Can’t Always Get What You Want” in Global Citizen’s special One World: Together at Home earlier in the year, LD built on this excitement through targeted teases that something was “brewing”.

By focusing the Goats Head Soup campaign launch on the unreleased track Scarlet (feat. Jimmy Page), LD created a universal buzz around the upcoming track and album release within a wide range of print and online media, ensuring an extensive audience and broad demographic was reached. This was supported by carefully selected and impactful cover interviews, driving anticipation for the record throughout the campaign.

While exclusively placed archive imagery showcased the history and cultural significance of the record across music publications, engaging the band’s core audience, LD complemented this by bringing the narrative into the here and now, using the official video release for Scarlet, filmed with Paul Mescal during lockdown, to create a powerful media moment across all ages.

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