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FEATURE

How Royel Otis Garnered Worldwide Attention with “PRATTS AND PAIN”

It’s been an exciting start to the year for Sydney duo Royel Otis.

The pair released their debut album “PRATTS AND PAIN” in February, and this is how they caught our attention during the release rollout:

Building The Hype

Back in October, Royel Otis released their single “Fried Rice”. The release was paired with the announcement that their debut album would be released in February, and it received a triple j first play ahead of its release.

The announcement marked the beginning of four months of promotion, performances and media appearances in the lead up to the “”PRATTS AND PAIN” release.

To incentivise album pre-orders, the pair offered fans the opportunity to win a one-of-a-kind Royel Otis jacket, a limited edition skateboard, or a test pressing of “PRATTS AND PAIN”.

Live Performance Videos

Royel Otis have harnessed the power of live performance videos throughout the rollout of “PRATTS AND PAIN”.

One of the campaign’s biggest moments came when they took part in triple j’s Like A Version, performing Sophie Ellis Baxter’s “Murder On The Dancefloor”.

It was a strong song choice, given the original track had gone viral following its inclusion in a rather cheeky scene in “Saltburn”, which was released two months prior.

As their performance went viral, the cover reached audiences worldwide via social media, which led to fans demanding that the cover was officially released. As per all Live A Version performances, it’s now available on DSPs. On YouTube, the performance has 3.7 million+ views.

In addition to Like A Version, Royel Otis have also filmed live performances for platforms like The Rock Revival and Alt Nation, and they’ve shared a number of videos filmed at London’s Pratts & Payne studio on their own YouTube account.

altnation

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More Engaging Content

Their engaging videos didn’t stop with their live performances. The band have shared plenty of content to their socials over the past few months. Some of our favorites include a compilation of their fans being interviewed at their show, a video of the band watching back their performance at triple j and BTS from their music video shoot.

royelotis

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The Takeaway

During their album release campaign, Royel Otis found a fantastic balance between connecting their already engaged fans, and connecting with new ones. Their performances, content and prize offerings have allowed worldwide fans to experience meaningful connections with the band. We’ll be keeping a close eye on them to see what the rest of the year holds.

^{Written by Olivia Gliku}