EL DORADO

MusicDigital Marketing
Written By Touré Shiver

EL DORADO: THE GOLDEN AGE OF 24KGOLDN

The journey of Golden Landis Von Jones, better known as 24kGoldn, to his debut album, El Dorado, began with his breakout single, "Mood," featuring Iann Dior. The song positioned Goldn as a breakout star, and El Dorado was our chance to let the world know he was more than just a number-one song. 

The anticipation for 'El Dorado' was heightened through the album's innovative marketing tactics. Goldn built the narrative around the album through multiple pieces of content, including trailers inspired by Indiana Jones and a four-part vlog series titled The Road To El Dorado. The trailers effectively built a sense of adventure around the album, aligning with its title - El Dorado, the mythical city of gold.

The four vlogs granted fans an exclusive look into Goldn's journey. Oftentimes, it's rare for an artist to peel back the layers of their process, so we used the vlogs to show the making of the album and Goldn's life behind the scenes.

To drive home the element of adventure, Goldn launched an 8-bit video game reminiscent of Super Mario, intertwining the worlds of music and gaming. Additionally, we launched a partnership with ScavengAR, offering fans an interactive AR El Dorado-themed album experience. This experience invited fans to search for the "El Dorado" coin pieces to access exclusive content, adding an experiential layer to the rollout. 

24kGoldn's El Dorado is not just an album - it's a statement. It represents Golden as an artist who understands the power of versatility, staying true to himself, and having fun. If the album is anything to go by, 24kGoldn's adventure is just getting started.

LISTEN & DOWNLOAD ‘EL DORADO’ OUT NOW
Touré Shiver

TOURÉ SHIVER is a music executive, marketer, and creative strategist whose work spans some of the most influential names in music and entertainment.

He currently serves as Vice President of Marketing Strategy at Republic Records, following six years leading digital marketing campaigns at Columbia Records. Throughout his career, Touré has helped shape the digital footprint of some of music’s most exciting artists, including Tyler, The Creator, Central Cee, Chloe x Halle, Leon Bridges, Polo G, and Pharrell Williams. His contributions have earned recognition across the music business, including a spot on Billboard’s Hip-Hop/R&B Power Players list.

With roots in business and the arts, Touré earned a marketing degree from North Carolina A&T State University and a master’s in media management from The New School. He also studied photography in Florence, Italy. An early chapter that continues to shape his eye for detail and creative instinct. Known for blending strategy with creativity, he’s built a reputation as a thoughtful, trusted voice for artists navigating today’s ever-changing creative landscape.

http://www.tourexali.com
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