Troye Sivan is a South African-born Australian musician, actor and Youtuber with over 7 Million subscribers. Troye has been collaborating with MIK for a number of years, his music video clip for Youth (directed by MIK’s Adam Callen) winning an ARIA award for best video in 2015. As Troye prepared to launch his second studio album Bloom in 2018, he enlisted MIK to develop a suite of album artwork that would position him as a serious singer songwriter.
How do we creatively convey Troye’s maturation as an artist in Bloom? And in a volatile global streaming market, how do we ensure this artwork remains cohesive and relevant across multiple single releases?
MIK worked closely with Troye to develop artwork that reflected the maturity of Troye’s new sound, making this the central ethos of all materials. The photography was undertaken by well-respected French fashion photographer and fashion designer, Hedi Slimane.
We created a cohesive campaign that leveraged and linked all album collateral, from the limited edition vinyl to accompanying booklet, with his website, merchandise, digital advertising and social media assets.