With his first album in five years, Justin Timberlake wanted to share Man of the Woods with his most passionate fans, but also considering the stylistic and artistic shift, he needed the idyllic environment for absorbing his new sound.
Which is where we came in. Partnered with AMEX, we created a series of listening sessions unlike any other. This is not hyperbole. Inspired by nature and the outdoors, we turned indoor venues into immersive forest landscapes so fans heard Man of the Woods in an environment that brought them outdoors even though they were indoors.
The three events in total culminated in 2.5 billion impressions
The first two listening sessions happened in New York complete with an on-site vinyl pressing station, catering by Noma with a menu inspired by MOTW (featuring insects) and, of course, trees everywhere.
Timberlake's "Filthy" single pressed on site with vinyl made to replicate tree rings.
Jess liked it.
Noma's menu inspired by Man of the Woods
Party environment (1)
Party environment (2)
Party environment (3)
The third and final listening party happened in Minneapolis at Paisley Park. Yes, that's right. Prince's house.
Paisley Park party environment
Onsite custom Man of the Woods T-shirt silk screening station. Which Justin was so personally impressed with, he wore one after his Super Bowl appearance on Jimmy Fallon.
A freshly made shirt.
JT and his back-up dancers wearing merch from our Listening Session party on live television.
A custom forest-inspired scent station so fans could take home their very own personal outdoorsy scent which, like our parties, would make the indoors feel more like the outdoors.
For additional scale and to give fans access to the album before its release, we streamed out the album release event inter-spliced with exclusive Ryan McGinley footage via American Express channels and Justin’s social networks, as well.