Promoting the Underground: Skulls, Spaceships and Playmobil

“Look what you’ve created, all these kids are wearing your logo on your tee-shirt and they’re turning out to your party with it. [That really made me think] something is definitely happening.” 

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Last week Hospital Records released a mini documentary entitled Skulls, Spaceships and Playmobil. The doc is an account of the development of the Hospital brand and skims over a behind-the-scenes look of the planning that goes into releasing an album and planning a Hospitality event.

From a promotional stand point, this video is a brilliant use of the community building they credit their success to. The video promotes a sense of pride, loyalty and fondness not only for the music, but for the brand too. See for yourself:

The drum and bass scene has always been about the culture and community associated with the music, but there’s something different about this video. It creates an epic global atmosphere to surround DnB. It revels in the endurance of this underground music. It alludes to the fact that it’s been a long time coming, but our music is infiltrating pop culture worldwide.

I’m not here to comment on whether or not this kind of promotional tool is necessary to sell their forthcoming 15 years album (in my opinion, that album will sell itself – have you SEEN the tracklist??).  But, I did want to take the time to appreciate the success they've gained through the use of unconventional promotional methods. Hospital knows who their audience is and they’ve created an active community for them to participate in.

Interestingly, these communities have surrounded DJs or nightclubs in the past. Radio shows or drum and bass nights would (and still) attract audiences, and that DJ or those promoters would we the tribe leader of their respective communities. In Hospital’s case, we see a massive brand take that role instead.

The Hospital podcast is an example
of the label's outstanding social media
that connects their community. 

But how did they do it?  I won’t write you an essay on it (yet), but I do think the accessibility of digital technology has given even the most obscure cultures the ability to globalize.  Social media gives subcultural communities a platform where members (including the record label) can communicate and connect. I really believe that it’s this major difference that separates jungle’s fleeting popularity in the 90s from today’s growing interest in the scene. I won’t even mention that the music is only getting better and better.

Thinking on Hospital’s uphill battle for community growth, I see familiarities in what I’ve learned about brand development in my studies. It’s a textbook example of how online community building can perpetuate the success of a brand, and that’s kinda cool.