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To build anticipation, Skrillex used Laylo to collect email sign-ups through his website and social channels with a simple message: If you like my music, leave me your email and I’ll send you some things - Sonny Moore.
RSVP’d fans got early access to new sounds, including exclusive snippets leading up to the full album drop.
Skrillex kicked off his return to the spotlight at a set at Ultra Music Festival—his first in in 10 years— but fans had no idea what was about to follow.
Just days later, he emailed his list a Dropbox link to 34 brand-new tracks. Fans who signed up through Laylo got it before it hit Spotify, Apple Music, or anywhere else.
A lucky few were also invited to an intimate listening party in Miami the night of the release.
The album began trending across social media platforms, landed press in Pitchfork & Hypebeast, crashed Dropbox(?), and earned praise from fans and other artists.
25% of fans who RSVPed were new to his list, giving Skrillex a direct line to tens of thousands of newly engaged listeners as he prepares to go independent.
By dropping direct-to-fan with Laylo, Skrillex released his album on his terms, put his fans first, and captured valuable data right before his next big move as Sonny Moore.
The surprise release landed PR in Pitchform, Hypebeast
25% of fans who RSVPed were new to Skrillex's list
Momentum fueled 6X venue capacity for his Red Rocks drop
