National media coverage should be the least anyone expects from a well-planned campaign, and Yucatan, a critically-acclaimed Welsh-speaking band wanted that level of attention for their second album release. They had been away for five years and the world moves on really quickly. They needed a big idea.
Standard music PR offers out ‘exclusive’ streams of tracks to websites, but boring old, standard PR wouldn’t get Yucatan mainstream music news. How about streaming the entire album exclusively at the summit of Mount Snowdon, 3500 feet above sea level? It would be part launch event, part immersive, digital, site-specific listening experience and had the essential formula for capturing the target media’s imagination. It took two days of testing and installation, but for seven days prior to the album’s official release, the only place in the world you could hear it was at the top of Wales and England’s highest peak, via any Wi-Fi enabled device. Yucatan got four solid mentions on peak time BBC Radio 6 Music, including two lengthy interview features.
And the album title? Uwch Gopa’r Mynydd, roughly translated as ‘At The Mountain Summit’. Of course.
Listen to Yucatan on BBC Radio 6 Music below:
