To deepen Monkey Shoulder's connection with electronic music culture, we developed Monkey Shoulder Records: the brand's own music label.

Together with Amsterdam duo Dam Swindle, we released the EP Can't Wait. The original track was inspired by the Old Fashioned, coincidentally the duo's favourite cocktail and a long-standing fixture on their rider. From that creative starting point, three additional artists from different corners of the music scene were invited to reinterpret the track in their own style. The result was a four-track EP featuring remixes by S!RENE, BELLA and Tommy Chikara, each bringing their own musical identity to the project.

We developed the campaign from strategy through execution. This included the creative concept, artist partnerships, project management, campaign coordination, music release strategy, PR, creator content and the launch event celebrating the EP release.

The campaign is currently live and results are still coming in. Six of the seven secured media features have already been published, with coverage including leading Dutch music and culture outlets. Creator content is now rolling out across social platforms, with organic reach and engagement continuing to grow as the campaign unfolds.

Listen to the music here.