Tom Odell

Mini CDs
Album Launch

Tom Odell wanted to offer fans something genuinely special - a physical format that felt meaningful and delivered exclusive content unavailable anywhere else, while introducing his music to a new generation of listeners online.

Delivery

Tom Odell partnered with Serenade on a Smart Mini CD format, a beautifully crafted collectible that unlocked two exclusive bonus tracks for fans. The product resonated deeply with his audience, quickly becoming a fan favourite. One of the two exclusive bonus tracks gained significant organic traction on TikTok, going viral and generating widespread attention beyond his existing fanbase. Demand for the Smart Mini CD far exceeded expectations, with the product selling out completely - a testament to the power of pairing exclusive content with a distinctive physical format.

Results

Sold out
Viral TikTok bonus track

Frequently Asked QuestionsFAQs

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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.