Art gallery Bonniers Konsthalls “More than sound” focused on sound art. To co-inside with the exhibition, music producer Hans Berg created a soundtrack that contained samples from the art pieces in the show. We used this to send an invitation. A selected audience received an email that contained only a Spotify-link; when you clicked it you were directed to a newly released album. While played consecutively the 18 tracks formed Hans Bergs soundtrack, offering a preview of the exhibition. Also, the tracks were entitled in order to create a personal invitation directly in the album-view. The music was the message.

Hans Bergs soundtrack was a musical preview of the exhibition 'More than sound'. We used it to send a personal invitation. A selected audience received an email that contained only a Spotify-link. When you clicked you were directed to a newly released album. While played consecutively the 18 tracks formed Hans Bergs soundtrack. Also; the tracks were entitled in order to create a personal message. The first track was entitled 'Hi', the second was named after the recipients name, and went on to create a coherent message in the actual album view. As you listened to the album you got a sneak preview of the exhibition and all the information you needed to attend the VIP opening. Every recipient got her own personalized album release and the albums were available for a campaign-period.

The personalized album releases became a hit. 55 % of the recipients RSVP'd to the invitation and the opening became the best attended in the gallery's history, as well as the most talked about. The albums generated buzz and got people to listen to the message of the campaign; that our new exhibition is about contemporary sound art. As the invitations were widely noticed in the cultural media sphere; the personal touch of the albums helped underline our overall brand promise - that Bonniers Konsthall is not for all. You had to be in the track-list to be on the guest list.