When I gave this masterclass at BIMM Berlin I had full house! As a result I was asked to give this class again at the Hamburg chapter. I spoke about how you can design objects – which are not CDs or vinyl – that can embody the spirit and key narratives of a release. If you do this right, the media impact and viral effect can easily surpass that of a music video (at a fraction of the cost). Product design is also a way to celebrate a release which, in its standardised digital presentation, comes off as plain generic.

The Shout Out Louds campaign featuring a kit to create a playable record made of ice is a good example of this approach: