There ain’t no better marketing strategy in the biz right now than the elusive, mysterious and minimal approach. We’ve been seeing it everywhere, deployed by acts from Zhu to Marshmello to PREP to Alina Baraz. It comes down to controlling the amount of content you release and only releasing your very best material, inhibiting from publishing revealing imagery or aesthetic about the act and keeping communications with the public (across all touch points) brief. When done wrong, it’s tough to make a splash. When done right though, you have an adverse effect from the lack of effort and can gain some crazy attention. There is something about keeping audiences guessing that drags them in more. Let the music speak for itself!
Take this act known as Two Another as a superb example. We’ve been scouting these homies since they dropped their glorious first single “Higher” over two months ago. Other than a stale Facebook page, artwork that could have been drawn by a Kindergartener with a stencil and a generic email address… there isn’t anything on the web about them. We can’t tell if this mysteriousness is orchestrated or a result of lethargy, but it sure is working. Today Two Another gave us their newest, “Keeping Me Under” and it’s an incredible follow-up single featuring funky bass lines / guitar licks, mint vocal production and an overall aura that will give you the tingles.