One of the most unusual cases of MIM:AGENCY is definitely the musical project “Mu2Moon”. The case is unusual, because as often as on the creation of a music product is initially worked on by a marketing team?

The task was initially set ambitious — the team wants to be at the level of the greats — Linkin Park, Bring me the Horizon, 30 Seconds to Mars. The working conditions of the musicians allow them to work in a good recording studio and make quality material.

Mu2Moon consists of 4 members – lead singer, bass player, guitarist, drummer. Now the guys write the music together, each one puts his own part in this process, the lyrics are written by the singer (some tracks together with an American songwriter).

Moonrock

The first step in advancing the style of music is the skeleton around which we build muscle. The band members did not limit themselves in a certain style, their music contains elements of rock, drum’n’bass, electronic melody and many elements from other styles. That’s why they decided to call this mix of genres and styles moon rock, referring to the moon.

The message is: “The moon knows no boundaries and neither does our music”. It’s a good information occasion, because everybody is now curious what this new style is, how it differs from classic rock.

According to their tone of voice they decided not to invent anything and to promote the most natural images of the band members. They are organic and interesting in themselves, there, as in any team, there are both open and cheerful guys and more modest participants.

Brandbook

The logo is rooted in space and symbolises constant movement, eclipses and dawns. The triangle is the strongest geometric figure and symbolises resilience under external pressures and circumstances. After all, our heroes had to overcome many external and internal factors to bravely create their music.

A brandbook was made. The colours were decided quite quickly, taking the “lunar shades” of day and night as a basis. As the blue of the sky wanes, after the sun sets, it becomes more and more yellow and at some point pure yellow and then, at the end of twilight, yellow-white again.

On very clear winter nights, when the full Moon is high up, its colour appears whiter, but near the horizon it becomes as orange and red as the setting Sun.

The naturally developed visuals have formed the basis for the design of all the venues where the band plans to present themselves – social media, streaming audio services, website …

Imagebook

When we had decided on the visual part of the brandbook design, we started to look at the appearance of the artists themselves. It’s about clothing style, concert bows and merch design. It’s not an easy task, because everyone’s completely different — style, age, build. Representatives of different generations had to look organically together.

To solve this visual problem, an image-maker was invited, who brought together 4 unique personalities and made them a single logical and beautiful organism. What came out of it, you can see on the band’s website, in their social networks and, of course, at live concerts.

Ukrainian Linkin Park

We’ve sorted out the visuals, let’s move on. When the first tracks of the band were sent to European editors, many noted that Mu2Moon’s music reminds of the legendary Linkin Park.

For marketers this is just a gift, because, you must agree, the comparison is not embarrassing at all. In addition, the lead singer of the band Slava, in 2021 recorded a track together with Mike Shinoda himself (the lead singer of Linkin Park!).

It was decided to develop this information occasion to reach the audience of a famous musical group and to create in the mind of an ordinary listener a simple and understandable “anchor” — Ukrainian Linkin Park.

In general, it is quite difficult to break into the information field of Ukrainian show business. You have to literally gnaw away at the media’s attention, look for contacts who are “close” to the editors and can show them the information they need.

As a result for a year of work with the group the following results are fixed:

  • Release of 3 separate tracks + release of a full album
  • The band was nominated for the Ukrainian music award Muzvar Awards: New Wave.
  • Top Ukrainian newcomers on Spotify 2021th
  • 5 radio and TV airplay
  • Named by the press as Ukrainian Linkin Park (!)
  • Concerts in Odessa, Yuzhny, Belgorod-Dnestrovsky

We have ambitious goals to become a world-class artist. In terms of time perspective we plan to spend 5 years on it, how long is that? Not really, it’s all about teamwork and then. It won’t be too hard to go to the moon.