The Movement and Rootfire Unveil GOLDEN Album Artwork via Fan-Driven Campaign
Alternative-reggae band The Movement, in conjunction with Rootfire, reveals the artwork for their sixth studio album, GOLDEN, after an innovative, fan-driven campaign that leverages their devoted social media audience.
Rootfire, a community-focused brand promoting the progressive reggae, dub and roots scene, will release GOLDEN on April 8 through their new Rootfire Cooperative, a not-for-profit record label which provides resources to artists for production, marketing, and manufacturing of recorded music through interest free micro loans.
Joshua Swain (Vocals, Guitar), Jason "Smiles" Schmidt (Bass) and Gary Jackson (Drums) were itching to experiment with getting their fans involved earlier in the album release process, and to give them a distinctive keepsake of the album, beyond traditional band merchandise or a CD.
The band's manager, Reid Foster of Ineffable Music Group adds, "In a time when CDs collect dust on shelves, The Movement wanted to give fans something special... something they can hold onto and keep as a souvenir of sorts."
Two huge posters of the finished album artwork were printed and cut by hand into 1,780 2x2" squares and then individually numbered 1 through 890. The pieces were then distributed to fans across the U.S. who signed up to receive an elusive "free sticker" on the band's website. Participants were directed to share a picture of their piece of the artwork on social media using the hashtag #GOLDENMvmt and mentioning @TheMovementVibe.
A video revealing the full artwork just debuted today, February 9, on the band's website at themovementvibe.com.
This direct to fan approach is a natural extension of the band's grassroots ethos. The Movement, alongside other reggae bands in the U.S. scene, have procured loyal fan bases through independent album releases, prolific touring, and an active, engaging social media presence. "We want the fans to listen to this record feeling connected, knowing that they are just as much a part of the music as we are," says Swain.
The album art displays the golden spirals, etched over a vertical view of an ocean horizon. The spirals are a visual interpretation of the golden ratio, whose proportions are found in nature and works of art. Swain explains that "the lines come together, forming a 'golden heart.' Having a pure heart and good intentions are the key to finding your place in the largeness." He expands, "in the artwork, the world is tilted on its side, telling the viewer to try and see things from a new perspective."
The Movement will tour behind the new release this spring and summer, with festival appearances at California Roots: The Carolina Sessions, Reggae on the Block, and Levitate Music Festival.
March 19 @ St. Pat's in Five Points - Columbia, SC
March 23 @ Jack Rabbits - Jacksonville, FL
March 24 @ Propaganda - Lake Worth, FL
March 25 @ Jannus Live - St. Petersburg, FL
March 26 @ Hooked On Music Festival - Fort Pierce, FL
April 9 @ California Roots: The Carolina Sessions - Myrtle Beach, SC
May 7 @ Reggae On The Block - Orlando, FL
July 9 @ Levitate Music Festival - Marshfield, MA
For more information, visit www.themovementvibe.com/tour.
GOLDEN Track Listing:
2. Dancehall (feat. Mr. Williamz)
3. GOLDEN (feat. Elliot Martin)
4. Fair Warning
7. On Top (feat. Leilani Wolfgramm)
8. Through the Heart
11. Habit 2016 (feat. Collie Buddz & Bobby Hustle)
12. Wild Time