The
Almost
Basic
Company
Sol and The Tribu

Creating a futuristic story of superheroes for an Album Release

Client
Sol and The Tribu.



Services
Creative Direction
Art Direction
Album Concept Design
Marketing Strategy
Marketing Assets
Collateral Design
What happened?

The newly formed band not only gained recognition and a consistent online presence but soon after the release were overbooked for live performances.

Results in numbers

Youtube Views

11k+

Band Income

3x

Plays On Spotify

15.7k

Band Bookings

4x

Attendees to launch event

250+

1.0 Discovery Phase

the goodyear agency the almost basic company strategy meeting

“Releasing the album was a defining moment for us not only because people would hear our music for the first time, but I believe it solidified who we are as a band.”

sol ruiz

LEAD SINGER / Sol and The Tribu

Defining the narrative

As we dug deeper into developing their brand, we understood how they were struggling to achieve differentiation and that their musical style was something completely new, they wanted to physically embody this new genre.They combined traditional Caribbean music with modern technology and described themselves as “musical time travelers” resurfacing their Cuban heritage and reinventing it.

2.0 Implementation Phase

Developing the story

With insights from our discovery sessions, we collaboratively developed a full fictional backstory that matched their music. This would establish a baseline for narrative style and communications.

The tone and messaging strategy were implemented throughout the whole album and marketing efforts, this was a really strong part of the success of this campaign since “Spanglish” created a connection with the Miami public by being relatable to their listeners.

This approach created a strong differentiation factor not only from their previous band but from up and coming bands within their category.

goodyear agency sol and the tribu story board
goodyear agency sol and the tribu album cover

Generating the strategy

The development of the story defined a road map for the marketing effort. Each character completed a different chapter of the bigger story allowing us to engage with the audience and progressively gain awareness.

They were each presented through Instagram Stories, with a call to action to “see more” of the complete story on their website.

This was translated into the album’s songs, creating a larger narrative and structure for the composition of the album as a whole.

goodyear agency sol and the tribu instagram feedthe goodyear agency instagram storythe goodyear agency sol and the tribu instagram story
the goodyear agency sol and the tribu instagram storythe goodyear agency sol and the tribu instagram story

3.0 Validation Phase

Joining Forces:
Album Release Party

For the release of the album, a live concert was announced through different outlets. The new album would be performed and “Miami 3050” would be officially launched and available online.

We developed all the collaterals for the party to take place and be on brand.

This was not only a formality but an important PR opportunity for the musical project to gain ignition.

the goodyear agency sol and the tribu deliverables

More than 250 people attended the live event, including music producers, booking agents, and fellow musicians that were formally introduced to the musical concept, opening the door for inquiries and future bookings.

the goodyear agency sol and the tribu album release partythe goodyear agency sol and the tribu album release partythe goodyear agency sol and the tribu album release partythe goodyear agency sol and the tribu album release party

After the Release Party, the album could be streamed through different digital platforms. All the collaterals were created for this as well, maintaining the brand colors, aesthetic, and story.

Listen to the full album

the goodyear agency sol and the tribu album release party

"Within months we were overbooked and have been playing at important venues in Miami ever since"

Sol Ruiz

LEAD SINGER
Sol And The Tribu

Are you ready to take the big leap?

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