建立宇宙：睡眠代幣如何悄悄地將匿名變成營銷機器

在過去的十年中，英國金屬樂隊睡眠代幣一直在悄悄地建立自己的宇宙：匿名，面具和斗篷

British metal band Sleep Token has been slowly, patiently, teasingly building its own universe for what feels like an eternity. Anonymity, masks and cloaks, band members identified only by Roman numerals, a dearth of interviews or explanations of any kind — it’s all part of the mystique that has drawn in fans just as much as the music itself; the group’s followers comb through Easter eggs and hunt down clues — in website source code, for instance, or by linking QR codes scattered around Los Angeles, or through the lunar eclipse live stream from Griffith Observatory — looking for hints at what is to come, and what the band might do next.

英國金屬樂隊睡眠代幣一直緩慢，耐心，嘲笑地建立自己的宇宙，因為它感覺像永恆。匿名，面具和披風，樂隊成員僅由羅馬數字識別，缺乏訪談或任何形式的解釋 - 這都是神秘的一部分，與音樂本身一樣吸引了粉絲。該小組的追隨者通過復活節彩蛋和追捕線索（例如，在網站源代碼中，或通過鏈接散佈在洛杉磯周圍的QR碼）或通過Griffith天文台的Lunar Eclipse Live Stream鏈接的QR碼來尋找提示，以查找即將發生的事情以及樂隊接下來會做什麼。

Lately, that has ratcheted up, as the group signed to RCA and began releasing singles on a major label for the first time ahead of their upcoming album, Even In Arcadia, set for a May 9 release. It started with a detailed campaign ahead of the release of the single “Emergence,” which began with the group’s first-ever TikTok video, led to a website where fans were instructed to choose between two coats of arms, involved multiple Instagram accounts and messages released in Morse code and a numerical cipher that spelled out the name of the single — and even that is an oversimplification of the campaign. But the scavenger hunt that ensued, of course, was only part of the story of the song’s success: it became the band’s first-ever Hot 100 entry, and is now spending its third straight week at No. 1 on Hot Hard Rock Songs.

最近，隨著小組簽約RCA並開始在即將發行的專輯中首次發行單曲，即使在Arcadia將於5月9日發行。它始於單一“出現”之前的詳細廣告系列，該活動始於該小組的第一個Tiktok視頻，導致網站指示粉絲在其中選擇兩層武器之間，涉及多個Instagram帳戶和在Morse代碼中發布的多個Instagram帳戶和消息，並在數字密碼中發布了一個數字密碼，這些密碼拼寫出了單個名稱 - 甚至是該廣告系列的過度塗鴉。但是，隨之而來的尋寶遊戲當然只是這首歌成功故事的一部分：它成為了樂隊有史以來第一個熱門100的作品，現在連續第三週在Hot Hard Rock Songs上排名第一。

British metal band Sleep Token has been slowly, patiently, teasingly building its own universe for what feels like an eternity. Anonymity, masks and cloaks, band members identified only by Roman numerals, a dearth of interviews or explanations of any kind — it’s all part of the mystique that has drawn in fans just as much as the music itself; the group’s followers comb through Easter eggs and hunt down clues — in website source code, for instance, or by linking QR codes scattered around Los Angeles, or through the lunar eclipse live stream from Griffith Observatory — looking for hints at what is to come, and what the band might do next.

英國金屬樂隊睡眠代幣一直緩慢，耐心，嘲笑地建立自己的宇宙，因為它感覺像永恆。匿名，面具和披風，樂隊成員僅由羅馬數字識別，缺乏訪談或任何形式的解釋 - 這都是神秘的一部分，與音樂本身一樣吸引了粉絲。該小組的追隨者通過復活節彩蛋和追捕線索（例如，在網站源代碼中，或通過鏈接散佈在洛杉磯周圍的QR碼）或通過Griffith天文台的Lunar Eclipse Live Stream鏈接的QR碼來尋找提示，以查找即將發生的事情以及樂隊接下來會做什麼。

Lately, that has ratcheted up, as the group signed to RCA and began releasing singles on a major label for the first time ahead of their upcoming album, Even In Arcadia, set for a May 9 release. It started with a detailed campaign ahead of the release of the single “Emergence,” which began with the group’s first-ever TikTok video, led to a website where fans were instructed to choose between two coats of arms, involved multiple Instagram accounts and messages released in Morse code and a numerical cipher that spelled out the name of the single — and even that is an oversimplification of the campaign. But the scavenger hunt that ensued, of course, was only part of the story of the song’s success: it became the band’s first-ever Hot 100 entry, and is now spending its third straight week at No. 1 on Hot Hard Rock Songs.

最近，隨著小組簽約RCA並開始在即將發行的專輯中首次發行單曲，即使在Arcadia將於5月9日發行。它始於單一“出現”之前的詳細廣告系列，該活動始於該小組的第一個Tiktok視頻，導致網站指示粉絲在其中選擇兩層武器之間，涉及多個Instagram帳戶和在Morse代碼中發布的多個Instagram帳戶和消息，並在數字密碼中發布了一個數字密碼，這些密碼拼寫出了單個名稱 - 甚至是該廣告系列的過度塗鴉。但是，隨之而來的尋寶遊戲當然只是這首歌成功故事的一部分：它成為了樂隊有史以來第一個熱門100的作品，現在連續第三週在Hot Hard Rock Songs上排名第一。

Building on that was the release of the followup single, “Caramel,” teased in part by WRAL Raleigh, North Carolina weatherman Chris Michaels during a news broadcast, which also helped introduce the band’s next step, which is forthcoming — with “Caramel” jumping out to an even bigger streaming debut so far than “Emergence” had. “It’s truly a marketer’s dream project,” RCA Records’ vp of marketing Aaron Stern says — and the creativity and success so far helps earn Stern the title of Billboard’s Executive of the Week.

以此為基礎，是在新聞廣播中發行的後續單曲“ Caramel”，部分由北卡羅來納州風雨的克里斯·邁克爾斯（Chris Michails）嘲笑，這也有助於引入樂隊的下一步，這是即將出現的，“焦糖”（Caramel）跳到了到目前為止的“遠遠超過了“出現”的播放式播放案）。 RCA Records的營銷副總裁Aaron Stern說：“這確實是一個營銷商的夢想項目。

Here, Stern helps break down some of the work that went into the campaign, and what’s to come for Sleep Token. “The future is about building community,” Stern says. “If there’s anything to take away from this campaign and what this band has created it’s how you build that sense of fellowship and that’s what I’ll take with me as a focus going forward with all of my projects.”

在這裡，斯特恩（Stern）有助於分解競選活動中的一些工作，以及為睡眠代幣所帶來的工作。 “未來是建立社區，”斯特恩說。 “如果有什麼可以擺脫這項運動的東西，並且該樂隊創造了什麼，那就是您建立這種團契感的方式，這就是我對所有項目的重點關注的重點。”

This week, Sleep Token’s “Emergence” spent its third week at No. 1 on Hot Hard Rock Songs, and a few weeks ago became the band’s first-ever single to appear on the Hot 100, when it debuted at No. 57. What key decision did you make to help make that happen?

本週，Sleep Token的“出現”在Hot Hard Rock歌曲上排名第一的第三週，幾週前成為樂隊在Hot 100上出現的首個單曲，當時它在第57號首次亮相時。您為幫助實現這一目標做出了什麼關鍵決定？

Before we could approach the rollout plans for Even In Arcadia, it was critical for me that everyone who would be tied to the project deeply understood and respected the profound and expansive world the band created to surround its artistry long before this record. Sleep Token set a best-in-class standard for how an artist can cultivate an audience of fans that sincerely immerse themselves in the music and surrounding visual identity. My role was to take the entirely new creative vision the artist had for this album and help bring

在我們無法在阿卡迪亞（Arcadia）處理推出計劃之前，對我來說至關重要的是，每個人都會與該項目聯繫在一起的每個人都深入理解並尊重樂隊在這張唱片之前很久以來創造的深刻而廣闊的世界。睡眠代幣為藝術家如何培養眾多粉絲的觀眾為自己沉浸在音樂和周圍的視覺認同中的粉絲設定了一流的標準。我的角色是採用藝術家為這張專輯擁有的全新創意願景，並幫助您帶來