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Crystal Tides — Smart format
  • Serenade Smart Stickers
  • Tour Poster
  • Pre-Release Campaign
  • Download Drive

Smart format, image 1 of 2

Crystal Tides

  • Stickers
  • Album Launch

Crystal Tides were preparing for a major album release and needed a creative pre-release strategy that would build momentum, engage fans early, and generate meaningful chart impact ahead of release day.

Delivery

Crystal Tides partnered with Serenade to sell a limited smart tour poster featuring Serenade stickers, launched three months before the album's official release date. The early campaign gave fans an exclusive way to connect with the album campaign while it was still building, driving pre-orders and downloads ahead of release. The results were exceptional: the album debuted in the Top 40 of the overall charts and reached number one in the download charts. Serenade accounted for 50% of all downloads - a remarkable contribution that demonstrated the direct commercial impact of pairing smart physical products with a well-timed pre-release strategy.

Results

  • Top 40

    overall charts

  • #1

    Official Downloads Chart

  • 50%

    of all downloads

FAQs

View allContact
  • What is a Smart Format?
    Smart Formats are collectible physical items that can unlock digital, chart eligible music and content with the simple tap of a phone. These items could be a trading card, a keychain, a mini CD, or anything in between that give fans an integrated physical-digital experience.
  • Does Serenade custom design my Smart Format?
    Once an order is placed, if your Smart Format requires custom design work, the team will reach out with the corresponding templates for your design team.
  • What digital content can be included in a Smart Format?
    Smart Formats can include photos, videos, audio, and other types of files such as PDFs or ZIPs. This might be backstage images and videos, demos, voice notes, high-quality audio files, or anything in between. If you’re aiming for chart accreditation, the general rule is that any content directly related to the album being sold is permitted. For further guidance, see our article Chart Accreditation and Chart Rules.
  • What is the lead time from purchase to delivery?
    Smart Formats that require no custom design work like our stickers and clothing tags can be delivered within 1-3 days from purchase in the UK and 7-10 days ROW. Custom products have lead times varying from 3-6 weeks. Check out each Smart Format product page for specific lead times.
  • Are Smart Formats chart eligible?
    Smart Formats can count towards the OCC Chart in the United Kingdom and Ireland, Billboard in the US and Canada, GfK in Germany, Austria, Belgium and Netherlands; ARIA in Australia and New Zealand. Rules apply to each territory, see here for more information.