Danish rapper L.O.C. has created a little bit of history. Not only did his album storm into the Danish chart at #1, he also had his highest ever first week album sales. This feat is even more impressive when you consider his album was self-released through his own label, SGMD. It is a truly independent success story.
His real name, Liam O’Connor, gives away a few clues about his identity. As son of an Irish father and Danish mother, he’s become a superstar in his country while rapping in his native tongue.
As an established artist in Denmark, he fully understands the importance of engaging with his audience and getting his fans active. His last album, Prestige, Paranoia, Persona Vol. 1, released earlier this year, was given away for free during the first month of release.
While we often complain about how hard it can be to sell music in today’s climate, L.O.C. and his team chose to approach the Danish Red Cross and offered them all of the proceeds from his new album’s first month sales. Impressively, more than 10,000 copies of Prestige, Paranoia, Persona Vol. 2 were sold in the first week, generating around over 480,000 Danish Kroner ($85,000) in much needed money for the charity.
L.O.C. and his team really focused on having an experience or a product available for everybody. You can stream the album, you can buy it digitally, or if you are a super fan, you are able to buy several different limited edition CD bundles including an official Danish L.O.C./Red Cross coin! This release strategy has worked extremely well and we applaud L.O.C. and his team, as this is not only building awareness around the Red Cross activity in a very entertaining way, it’s also generating important revenues for the charity.
Catch L.O.C. on the road as he tours his native land… If you should find yourself in Denmark this autumn, check out the dates here!
We can’t wait to see what L.O.C.’s next move is!