After years of social media pleas from fans around the globe, the hit TBS show is releasing its first-ever album, American Dad! Greatest Hits from Hollywood Records. With the help of creative agency GLOW, the new album hopes
to help drive engagement and excitement just in time for the new season premiere.
The show has a long-running history of amazing musical numbers, which has prompted years of fan requests for streamable versions of the characters’ greatest hits. Ranging from an R&B-inspired track from fan-favorite character, Steven Anita “Steve” Smith, to showtunes, hip hop, and more, fans will now be able to stream their favorite original songs on Spotify, Apple Music, and YouTube.
GLOW kicked off the campaign by teasing the album on American Dad!’s official Instagram and has kept the hype train going by creating custom asset art per song and dropping music videos of the songs in the show to eventize and take over the IG feed. As an agency that specializes in fan culture, the focus was to identify the fan base desperate for this album of original songs and worked with Warner Bros. Discovery to help drive engagement and excitement around the series just in time for the new season premiere.
“American Dad! has a cult-like following, and rivals the passion of fandoms of some of the biggest pop artists in the world, so we really wanted to celebrate that special culture,” said Sean Lynam, Strategy Director at GLOW. “There’s a unique art and science to building hype around an album drop, and it was fun to apply some of those moves to such a unique project. The response has already been amazing, and we can’t wait to see how fans engage with the full album now that it’s out in the world.”
The campaign is a nod to the culture of artists who go the extra mile when dropping an album – many of which now release custom art, song art, videos, and content specific to the album … all leading up to the full release. Fans who go the extra mile and post custom content on Reels or TikTok (such as a lip sync or cover) and tag or DM American Dad!’s official Instagram and TikTok might be in store for special surprises.
