As a model, Pokémon is aware of learn how to make a splash. Ever since Pokémon launched with the model’s first video video games in 1996, generations of followers have traded playing cards, made the video video games bestsellers and devoured its TV exhibits. However because the model’s milestone twenty fifth anniversary approached in 2021, Pokémon executives knew they wanted to one-up even themselves.
The model’s twenty fifth anniversary objectives had been trifold: introduce Pokémon as a cultural drive to potential new followers, re-engage present followers around the globe and introduce the most recent evolutions of the franchise and its experiences in a enjoyable, inviting manner.
“The product facet introduces new and thrilling video video games to maintain the enfranchised fandom excited,” stated Daniel Benkwitt, Pokémon’s director of communications. “And the Pokémon worldwide staff had developed a extremely nice program of merchandise for that yr. Our job was to deliver these to life.”
On the similar time, Common Music Group had been constructing out a digital community that may permit far-flung followers the prospect to attend the identical digital live shows, pop-up outlets and different specialty activations, all from their very own corners of the globe. Sensing a mutually helpful partnership that would play up the most effective of each manufacturers, Pokémon and UMG for Manufacturers teamed as much as break new floor, in collaboration with MediaCom Inventive Methods.
Reaching new followers by established mediums
“Along with our nice company companions, we got here to the Pokémon staff with an concept to create a full Pokémon-inspired album from a wide range of our frontline artists, each within the U.S. and internationally,” stated Bridget Ferris, VP at UMG for Manufacturers. “We knew we had artists who had an genuine connection to Pokémon, may write songs impressed by its wealthy world and will hit on loads of the themes that Pokémon shares and champions—issues like discovery, exploration and teamwork.”
Common Music Group made some extent to rally its worldwide artists from throughout its vary of labels for the venture and incorporate model touchpoints that longtime followers would respect, corresponding to releasing Pink and Blue prolonged play data, mirroring Pokémon’s lengthy historical past of twin online game title releases, starting with the primary Pokémon Pink and Blue video games. The end result was “Pokémon 25: The Album,” a 14-track idea album launched by Capitol that featured songs in English, Spanish, French and Japanese. The songs had been dropped in a waterfall launch technique, the place a string of singles is issued, each constructing upon an EP or album as they’re launched.
The primary single was an anthemic quantity by pop famous person Katy Perry about believing in your self and following your desires. Known as “Electrical,” it was impressed by the electrical energy of Perry’s music video costar and sport species character Pikachu.