Music Ally Focus Genius steals: this month's best new music marketing campaigns with Marlen Hüllbrock – including Lily Allen's b*tt plug USB, Sleep Token's colouring book, The Kinks' tea, and lots more...
Dec 11, 2025
Marlen Hüllbrock, Music Ally's marketing expert, dives into innovative music marketing campaigns. She hilariously discusses Lily Allen's cheeky butt-plug USB, highlighting its clever storytelling. Marlen also covers Fred again..’s premium USB necklace and Sailor’s billboard trucks that create shareable moments. Other topics include intriguing tactics like Tomora’s cryptic reveal and The Kinks’ branded teas that connect music with everyday life. Plus, Marlen shares fun merch ideas, like Sleep Token's coloring book and more.
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Provocative Physical Merch Drives PR
- Marlen describes Lily Allen releasing a butt-plug USB containing her new album that matches the album artwork.
- The product tied directly to the album's themes and was available at her release party, creating strong PR and brand fit.
Music As Fashionable Collectible
- Marlen recounts Fred again.. releasing a premium USB necklace tied to his album 'USB' that keeps evolving with new tracks.
- The product matched the album concept and offered a fashionable, collectible way to own the music.
Use Physical Merch To Boost Sales And Identity
- Use physical formats (USBs, cassettes) as stylish merch to sell music and create chart-eligible sales.
- Physical items satisfy nostalgia, offer fan identity signals, and can be produced cheaply at scale.