Connecting…
Easy Does It Records · Campaign Hub · Confidential

Brother Bird The Lodge in Miller County

it's a really good place to be!

Album: September 25, 2025 555-THE-LODGE ✦ 5 Singles · May → September

Campaign Overview

The Big Picture

Album Release
September 25
2025 · Streaming + Vinyl LP
Singles
5 Releases
May → September
Album Announce
June 10
With "Pariah" + Pre-Order
Andy Hull Tour
Supporting
Brother Bird Opening
Vinyl Pre-Order
June 10
Incl. "Spectacle" ft. Andy Hull
Album Art Deadline
May 13
4 Weeks Before "Pariah"

The Lodge in Miller County is Brother Bird's full-length album, rolling out across five singles from May through September 2025. The campaign opens with "Chameleon" timed to Andy Hull Tour momentum, then launches into the full album cycle with "Pariah" and the vinyl pre-order on June 10. Each single is supported by video content and ad creative, building to the full album drop on September 25.

Overall Campaign Progress

Loading…

"This being human is a guest house. Every morning a new arrival.
Welcome and entertain them all…"

— Rumi · as seen at The Lodge

Master Schedule

Key Dates

DateEventAssets Due ByNotes
May 6, 2025"Chameleon" — One-Off SingleAssets In Hand ✓No album announce. Point all promo to Andy Hull Tour.
May 13, 2025⚑ Album Art DeadlineDue: May 13Must be finalized 4 weeks before "Pariah" / album announce.
May 13, 2025⚑ All "Pariah" Assets DueDue: May 134-week minimum prior to 6/10 single + album announce.
June 10, 2025"Pariah" — Single 1 + Album AnnounceAssets Due: May 13Album announces. Vinyl pre-order goes live. "Spectacle" (ft. Andy Hull) as instant download with purchase.
June 17, 2025⚑ "Dirt" Assets DueDue: June 174 weeks prior to 7/15 release.
July 15, 2025"Dirt" — Single 2Assets Due: June 17BTS / visualizer video content.
July 22, 2025⚑ "Landlord" Assets DueDue: July 224 weeks prior to 8/19 release.
August 19, 2025"Landlord" — Single 3Assets Due: July 22BTS / visualizer video content.
August 19, 2025⚑ "Pessimist" Assets DueDue: Aug 194 weeks prior to 9/16 release. Song title tentative.
September 16, 2025"Pessimist" — Single 4 TentativeAssets Due: Aug 19Song title subject to change. BTS / visualizer content.
August 27, 2025⚑ Album Campaign Assets DueDue: Aug 274 weeks prior to 9/25 album drop. All album promo creative.
September 25, 2025The Lodge in Miller County — Full Album Album DayAssets Due: Aug 27Streaming everywhere + Vinyl LP available. Full Lodge visual campaign.

Deliverables Timeline

Singles & Album Rollout

Click any release to expand · Check off deliverables as completed · Changes sync in real time

May 6, 2025
"Chameleon" One-Off Single
No Album Announce · Points to Andy Hull Tour
Assets In Hand ✓
▼

Deliverables

  • Music Video uploaded & liveyoutube.com →
  • Ad Creative — all formats deliveredDropbox Folder →
  • Ads live and running
  • Single live on all DSPs

Campaign Direction

  • All promo points to Andy Hull Tour — no album mentions
  • Tour ticket link active in all promo
  • Social posts scheduled & published
June 10, 2025
"Pariah" Single 1
Album Announce · Vinyl Pre-Order Goes Live
⚑ All Assets Due: May 13, 2025
▼

Assets to Deliver by May 13

  • Album Cover — final, approved
  • Big Budget Music Video — final cut delivered
  • Ad Creative — "Pariah" Single
  • Ad Creative — Album Announce
  • Ad Creative — Vinyl Pre-Order
  • Pre-order page live + "Spectacle" download wired

Day-of Checklist (June 10)

  • Single live on all DSPs
  • Music video published & live
  • Vinyl pre-order page live
  • Album announced across all channels
  • Ads running — single + pre-order
  • Social posts live
July 15, 2025
"Dirt" Single 2
Mid-Campaign Single
⚑ Assets Due: June 17, 2025
▼

Assets to Deliver by June 17

  • BTS & / or Visualizer Video — delivered
  • Ad Creative — "Dirt" Single
  • Social Assets — static + video

Day-of Checklist (July 15)

  • Single live on all DSPs
  • Video / visualizer published
  • Ads running — single + pre-order reminder
  • Social posts live
August 19, 2025
"Landlord" Single 3
Late Summer Single
⚑ Assets Due: July 22, 2025
▼

Assets to Deliver by July 22

  • BTS & / or Visualizer Video — delivered
  • Ad Creative — "Landlord" Single
  • Social Assets

Day-of Checklist (Aug 19)

  • Single live on all DSPs
  • Video / visualizer published
  • Ads running
  • Social posts live
September 16, 2025
"Pessimist" Single 4 Tentative
Final Single Before Album Drop
⚑ Assets Due: August 19, 2025
▼

Assets to Deliver by Aug 19

  • Song title confirmedCurrently tentative
  • BTS & / or Visualizer Video — delivered
  • Ad Creative — Single
  • Album Release Countdown Creative

Day-of Checklist (Sep 16)

  • Single live on all DSPs
  • Video / visualizer published
  • Ads running — single + album countdown
  • Social posts live
September 25, 2025
The Lodge in Miller County Full Album
Streaming Everywhere · Vinyl LP Available
⚑ Campaign Assets Due: August 27, 2025
▼

Assets to Deliver by Aug 27

  • Ad Creative — Album Release / Streaming
  • Ad Creative — Vinyl Available Now
  • Visual Content — Full Lodge Aesthetic Campaign
  • Social Assets — Album Day

Album Day Checklist (Sep 25)

  • Album live on all streaming platforms
  • Vinyl LP available / shipping
  • All album ads running
  • Lodge visual campaign in full swing
  • Social posts live — Album Day

Asset Inventory

Assets In Hand & To Create

In Hand
✓
"Chameleon" — Full Music Video
youtube.com →
✓
"Chameleon" — Digital Ad Creative
All formats
Dropbox Folder →
✓
Album Branding / Visual Identity
Matchbook / lodge brochure aesthetic — cream + navy
✓
555-THE-LODGE Marketing Concept
Toll-free number + recorded message concept confirmed
✓
Meal Ticket / Keychain — Concept & Brief
QR code → Vinyl Pre-Order · Limited edition tour merch
To Create
!
Album Cover
⚑ Priority · Due May 13
!
"Pariah" — Big Budget Music Video
⚑ Priority · Due May 13
Ad Creative — "Pariah" Single + Album Announce
Due May 13
Ad Creative — Vinyl Pre-Order / Stream
Due May 13 · Include "Spectacle" ft. Andy Hull incentive
BTS / Visualizer — "Dirt"
Due June 17
Ad Creative — "Dirt" Single
Due June 17
BTS / Visualizer — "Landlord"
Due July 22
Ad Creative — "Landlord" Single
Due July 22
BTS / Visualizer — "Pessimist"
Due August 19 · Song title tentative
Ad Creative — "Pessimist" Single
Due August 19
Album Visual Campaign — Lodge Aesthetic
Due August 27 · Full Lodge world treatment
Ad Creative — Album Release / Stream + Vinyl
Due August 27
Tour Merch — Meal Ticket or Keychain (Produced)
Physical item + QR setup · Limited edition
555-THE-LODGE — Recorded Message
Lodge-themed audio + Brother Bird CTA

Live Campaign

Andy Hull Tour

Brother Bird is opening for Andy Hull of Manchester Orchestra on tour. All dates and venue info live on the official Brother Bird site. The tour is the primary driver for "Chameleon" and seeds the album campaign before the June 10 announce.
View All Tour Dates →
🎟
Tour Merch: "Meal Ticket" / Keychain
A limited-edition physical piece sold at the merch table at every tour stop. Teases The Lodge in Miller County and includes a QR code linking to the vinyl LP pre-order. Purchase via QR = instant download of "Spectacle" (ft. Andy Hull) — turning tour merch into a full album pre-order funnel.
  • Merch item designed (meal ticket or keychain)
  • Vinyl pre-order page live and functional
  • QR code generated and linked to pre-order
  • "Spectacle" (ft. Andy Hull) instant download wired to purchase
  • Items printed / produced and in hand before first tour date
  • Merch table setup confirmed with tour production

Campaign Strategy

Marketing Concepts

01
🎟
The Meal Ticket / Keychain
Limited-edition physical merch at all Andy Hull Tour dates. Teases The Lodge in Miller County before the official album announce.
  • Limited quantity per show — creates scarcity
  • QR code → Vinyl LP Pre-Order page
  • Purchase via QR = instant "Spectacle" (ft. Andy Hull) download
  • Ties tour directly into album pre-order funnel
  • Design + QR setup needed before first tour date
02
📞
555-THE-LODGE Hotline
A toll-free number shared physically and digitally, branded around the world of The Lodge in Miller County.
  • Callers hear a recorded message from inside the Lodge world
  • Message includes a Brother Bird CTA (pre-order, tour, etc.)
  • Number printed on physical merch + posted digitally
  • Creates mystique and world-building before album reveal
  • Message can update as campaign evolves
03
🎬
"Pariah" Music Video
The centerpiece visual of the album campaign. Big-budget treatment releasing alongside the album announce on June 10.
  • Completed and delivered by May 13
  • First major visual statement for the album world
  • Should fully establish the Lodge visual identity
  • Anchor for all album announce press + promo
04
🏨
The Lodge Visual World
Lean into the mid-century motel / lodge aesthetic across all album visuals — cream, navy, retro signage, matchbook print style.
  • Brochure / matchbook aesthetic already established
  • 555-THE-LODGE ties the world across all channels
  • "a really good place to be!" as campaign tagline
  • Consistent visual language: singles through album day
  • Physical + digital reinforce the same world
Brother Bird · The Lodge in Miller County · Easy Does It Records · Campaign Hub
Confidential — Internal Use Only
0