Diabolical

Oscar Powell album release

Last year, we teamed up with XL Records and Powell to turn Steve Albini’s rant about dance music into a huge bespoke billboard. This time Powell has purposely stripped things back for his latest billboard campaign, which only features his email address – powell@xlrecordings.com. The idea being that interested people on the street (who make the link between his name and the record label) would contact him if they wanted to find out more. Powell received more than 600 different emails, including one with a fan who found out about electronic producer’s debut album before the music press. Pitchfork were tipped off by the fan before the news broke out into the mainstream.