LUMI's logo designed by Studio Keeward
This CAMPAIGN in Numbers:
Strategy Overview:
— ABOUT THE BAND
LUMI are a two-piece electro-rock duo who became trailblazers of the Lebanese music scene. After their debut in 2006, they signed with EMI and in the process cemented their body of songs as the anthem of Lebanon's underground.
— CHALLENGE
After an extended hiatus, the duo came to me with newly recorded demos. Electro-pop became krautrock, with new progressive tracks characterized by heavy electro beats, art-rock riffs, and airy vocals. The challenge was to produce the right narrative content that would reflect this new mature direction while striking gold again.
LUMI is Mayaline Hage & Marc Codsi
— SOLUTION
As part of the Keeward Music Residency program, I accompanied the duo on every phase of the album production. From finalizing the demos to the album’s mastering at Thee Mighty Hotel2tango, I had unlimited access which helped me better grasp this new cosmos. I worked closely with the band, and the Keeward design studio to create the new branding and select an album title: The Night Was a Liar. Both these elements centered around an "unending quest for Light" and ultimately gave way to everything that followed.
I took advantage of the video shoot of the album's lead single My Love, to also produce the album and single covers. This merging of tasks, helped me create a coherent story throughout every piece of content. Single number two, Talk to You adapted the same visual aesthetic and took things even further with a deconstructed visual approach.
Other strategic elements that I helped produce included an updated EPK, a fresh website which I equipped with strategic content and the overarching social media strategy. As a result, the band signed with press agent Boogie Drugstore which helped them garner international press and score an album release at renowned Paris venue, La Boule Noire.
Music Videos:
Two official singles were released off The Night Was a Liar, My Love and Talk to You. I paired both tracks with a music video bound by a uniting narrative arch and an accompanying official audio stream. Early on, we released an extended demo version of Talk to You to mark the band's return to music and create some local buzz. We adapted that video when the mastered version of the track came out as an official single.
Electronic Press Kit:
As a way to introduce the band to critical international players, I worked on a packed EPK that highlighted their past exploits and exciting new direction. You can check out the full EPK here.
Remixes and Collaborations:
Introducing LUMI to a younger generation of clubgoers can help extend the new album's lifespan. I worked with the band on collaborating with happening DJs that remixed a number of their tracks. A full-blown remixes album is currently in the works.
