The independent Hamburg record label TAU specializes in electronic music, but the founders Adana Twins are not only interested in musical quality. A series was launched under the name Spektrum, which presents releases in ever new forms. Volume 3 has now been released with a magazine designed by Lukas Haider.
It all started with super high-quality vinyl packaging, old-school cassettes and palo santo wooden sticks; TAU's latest compilation now comes in a double pack with a magazine. "This time we came up with the idea of creating a separate magazine for the release," says designer Lukas Haider, "an extended booklet, if you will. Each artist was presented in a different way to match the mood or story of the respective song."
Packing additional information about the artists and their music into a magazine in a completely analog way is unusual enough, but of course it's no ordinary magazine either. "The cover is printed on a special holographic paper that shows a wonderful spectrum of colors," explains Lukas Haider. The shimmering and constantly changing surface thus refers to the broad spectrum of the 16 tracks on the compilation. In addition, the magazine is not just an accessory, but in a figurative sense the actual data carrier, as each issue contains a personal download code with which the music can be downloaded via the store.
The magazine was advertised in advance with a digital 3D teaser in collaboration with Computer Vincent. This was followed by another teaser on the release day, which all artists naturally shared, and after receiving the ordered magazine, the holofoil was also very happily shared by numerous users," says Lukas Haider, describing the cross-media marketing concept.
The Spektrum series shows how well creative people from different industries can complement each other and how exciting it is when musical and design expertise meet.
You can find out more about the Spektrum series here and other editorial projects here.
