How Carina Round Turned a 20-Year-Old Record Into a Sellout Direct-to-Fan Campaign
When most artists mark album anniversaries, fans get throwback posts and maybe a reissue. Carina Round took "The Disconnection" turning 20 and made it count - creating a direct-to-fan campaign that drove real revenue and got fans excited. Instead of just dropping content on YouTube, she turned her milestone into a moment that mattered.
THE CAMPAIGN
Round built the campaign around a full-album performance film she'd captured last year. She transformed what could have been just another streaming premiere into an exclusive fan experience on her Shopify store using Single.
Through carinaround.com, fans could access:
- Pay-per-view concert film access
- Virtual streaming passes
- Limited edition posters (with surprise gifts)
- Exclusive vinyl variants
THE RESULTS
The numbers tell the story:
- Posters? Sold out completely
- Comments? Absolutely on fire
- Campaign? Had to extend due to demand
- Team's official word? "Raging success"
This wasn't just social media hype - fans actually showed up with their wallets open. The combination of exclusive content, real scarcity, and direct sales through her own store turned fan excitement into actual revenue.
Having the platform to release the concert film of The Disconnection 20 years later and being able to connect with fans has been an incredibly moving experience, not to mention how empowering it is for an artist to be so in control of the whole endeavor. It feels like honoring a version of myself that was so vital, raw, and full of hope, yet also being able to find new life and depth in my own words and songs—bringing that moment back to life and sharing it with others now adds a whole new layer of meaning to the music. - Carina Round
