H.LLS × 10K Projects: A named, consented audience in 50 countries, built from zero.

No faces, no member names: an identity carried by a colour and a set of objects. The audience was growing and unreachable. Streaming decided who heard the music, social decided who saw the posts, and the nearest thing to an owned list was a group chat. Anonymity ruled out the personality led playbook, and made objects the most honest expression of the brand.

• The objects

  Member cards, resin street tags, garment tags sewn into performance masks, bandanas carrying lyrics, Mini CDs and custom packaging. Each taps to a specific destination with a specific job.

• The Portal

  One owned page replacing the link in bio, the pre save and the ticket page: release hub, tour dates, a member area and a vault of unreleased material.

• The programme

  Seven releases rolled out through the Portal, three listening events and a European tour, each one adding to the same record.

• The record

  Consent at the point of claim, signed off before launch. One dashboard for audience, source, geography, release performance and how often each fan showed up.

We assumed digital would do the volume and physical the texture. Half right. Physical taps were a small share of the audience, but the fans who showed up most sat almost entirely in that group. Fewer people, better people. An object someone carried through a show predicted commitment in a way no click did.

137 fans signed up in 11 days, from 650 units across five formats. 67% opted into marketing, on a rollout with no fan education. Around 35% returned unprompted: 504 of 1,446 sessions. One release measured end to end: 66% video completion, and 450 on page actions against 95 streaming click throughs.

The trial became a twelve month partnership covering software, quarterly hardware and campaigns, and 10K Projects sent their next artist.