What Was That?: The Rebirth of Guerrilla Marketing in the Arts

Something is dancing on the horizon. I feel it in my bones. It’s almost time for Lorde Summer.

If you’re a frequent reader of the blog, you’ll know that we love a branded summer. Barbie summer, Rat Girl summer, Brat summer, marketers just can’t resist a good brand. And the internet has started to rumble with hints of a new summer on its way: but is it Lorde Summer....or dare I say it, Guerilla Marketing Summer?

With new music comes a new marketing strategy, and there’s a trend amongst artists emerging; bypassing the traditional mainstream marketing routes and instead going directly to the consumer. Lorde became the latest artist to utilise guerilla marketing stunts to tease her new work, effectively creating a huge buzz among her existing fanbase. The suitably titled ‘What Was That’ made its first entry into the world last Tuesday, when the artist took to Instagram and posted a story of Washington Square Park, labelled ‘7pm’. A crowd gathered. The park police attempted to disband them. Many stayed. The sun set. 7pm came and went. And then: she rose again.

Last week, Bethesda Gaming Studio shadow-dropped Elder Scrolls IV: Oblivion to a forum of gathered fans. Earlier this month, Bon Iver’s new album fABLE sABLE played on a loop in various worldwide locations to create a collective listening experience, called fABLE sPACES. In January, Timothee Chamalet haunted our streets by popping up at events on a rental bike to promote the Bob Dylan biopic A Complete Unknown, and who could forget Charli XCX’s collaboration with influencer Kelley Heyer, whose ‘Apple Dance’ went viral on the release of Brat. Guerilla stunts are in vogue.

You don’t have to look far to find evidence that consumers are hungry for unique, surprising, intimate and exclusive marketing stunts. We’re barely five years out from the beginning of the very first lockdown when such events were inconceivable and distance became necessary for survival. Half a decade on, not only are we still craving the connection we lost but we also have fewer and fewer chances to find it. With the recent rise of streaming services, ‘appointment television’ - shows scheduled to encourage viewers to tune in at the live broadcast time - has lost its touch. Bar sporting events and election results, how often do crowds gather to experience something new and unknown?

Equally, with terms such as ‘industry plant’ and ‘nepobaby’ on the rise there’s suspicion with every new overnight success and viral star. Team this with the fact that 84% of songs that entered the Billboard Global 200 in 2024 went viral on TikTok before entering the charts, it’s clear to see the push and pull between manufactured, algorithm-led experiences and an audience desire for directness, closeness, and autonomy in how we experience art.

What does it mean for marketers? It’s a further indication to meet audiences where they are. Lorde gathered a crowd in New York within minutes of posting, whilst Bethesda opted for a digital forum to release a digital product. Not to get too Marketing 101 about it, but understanding audience behaviour is vital to creating authentic-feeling, exciting experiences by disrupting the status quo. It’s also an opportunity for creativity and fun.

So as we head into the new season and everything that comes with it, expect the unexpected in arts marketing. It may be the most iconic summer yet.

Excited for the summer to come or keen to share your thoughts on Lorde's new music? Get in touch and let us know how the year is going for you or if you have any exciting things coming up!

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