This album spawned international tours and led Easy Star to release 2006's Radiodread and Easy Star's Lonely Hearts Dub Band in 2009. In May 2012 the label announced there would be a fourth Easy Star All-Stars tribute album, released in August. The marketing campaign was inspired.
A list of classic albums was produced, featuring a broad range of titles, from CSN&Y's 1994 album Deja Vu to Amy Winehouse's masterpiece Back To Black. The visitor was invited to vote for which album they thought would be the subject of the next project, and to share the competition on Facebook or Twitter. Three free MP3 downloads from Easy Star's back catalogue would be the reward for each of these actions. The prize for guessing correctly was an entry into a draw for the entire Easy Star Records back catalogue.
Not content with generating tension and keeping the public on the edge of their seats, not content with the constant buzz of Easy Star related tweets and posts, the label struck another blow to the face of record releasing mediocrity with an absolute standout release site, offering a free time-limited MP3 download of the title track of the Billie Jean EP, a "share-to-stream" invitation, a trailer, and some excellent pre-order offers on their CD and Vinyl formats, including a free download of the album in MP3 format on the release date and 50% off their next purchase from the web store.
So, a release campaign to inspire and a massively fun album (and at least one inevitably hilarious pop video) to come.
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