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.

A total of seven media features were secured across leading Dutch music and culture outlets such as 3VOOR12, FHM and JFK, alongside the full rollout of creator, artist and event content across social platforms. The campaign has generated almost 500,000 views and the EP Can't Wait was streamed and downloaded more than 65,000 times.

Listen to the music here.