Machine Gun Kelly — Mainstream Sellout
Album Launch Event — 2022

Spotify presented a live, Machine Gun Kelly secret show and fan engagement experience to celebrate the release of his album, "Mainstream Sellout". Machine Gun Kelly exudes this emo-punk energy of someone who is not afraid to break the rules and color outside the lines. Built from this rebellious punk spirit, we created a secret gig to immerse fans in. 

For one night only, those who were in on the secret, “broke into” a location, sneaking into a concert they will never forget. Fans got to let off steam and find freedom in giving the system the finger with their favorite artist. Rounding out the night were several activations to gamify the experience including an all-chrome security camera video booth.

As a nod to Mainstream Sellout's new album cover, fans are given the chance to blow off some steam and create a custom art piece in the process.

With the option of hot pink painters jumpsuits, fans stepped inside a fully enclosed fabricated build with a blowup of the albujm cover. Once inside, guests were able to dip tomatoes in pink paint to throw at our sellout. Throughout the night, a bespoke piece of art came to life.

In partnership with Machine Gun Kelly’s nail polish brand UN/DN LAQR, we set up manicure stations where nail artists painted on fans’ middle fingers with MGK-inspired designs. Fans chose from one of four LAQR colors displayed on a floral graphic printed wall and then between four grungy icons to be painted on their middle fingers.

Keeping the punk scene alive, fans will be able to DIY their own merch and share their experience on TikTok. As part of the wreck-your-own-merch station, we included base designs for tees, caps, posters, and more. Fans were able to personalize with on-site screen printing, fabric pens, safety pins, and custom patches.

AGENCY

Spotify

ROLE

Creative Direction

CREATIVE & PRODUCTION

Dominique Wynne
Elise Harven
Sarah Waldman
Hannah Chu
Siri Yelamanchili

YEAR

2022