Krystal Klear · Project X · Marketing Deck

This deck is a marketing blueprint for Krystal Klear's new single, Project X (feat. Sofie Royer). It establishes the story, language and ideas to bring the record to fans and new audiences. A living document, it will evolve as we progress, test, and learn what is working.

03 · The Brief

Maximise The Moment

Make Project X the biggest, most fun thing Krystal Klear has ever put out, and give fans the song they will want playing all summer.

The measure of success is a clear, undeniable step-up in KK's performance as an artist. We hold it lightly, with no chart targets and no obligation to tie it to the album campaign.

Success looks like

Biggest first-week of any KK release to date
Monthly listeners pushed above the current ~115K trajectory
Real creation volume on TikTok and Reels, from a near-standing start
Ubiquity in DJ sets

04 · The Track

Don't Overthink It

Project X is an unapologetic summer banger. It is maximalist, a little absurd, and pure fun – and that is exactly the point.

Krystal Klear has spent fifteen years earning his credibility. This is the sound of him cutting loose and enjoying it.

A World Between Brat And The Best Indie Disco

Read into it as much or as little as you like. If you want the deeper version: Project X lives in the space between Charli xcx's BRAT era and the golden run of indie disco, roughly 2004–2012. DFA-flavoured, New York-coded, bombastic. A credible underground producer making a record built for maximum joy.

05 · The Hook

All Night Long

The lyric is the campaign. Simple, repetitive, infectious – like every great pop song and every great dance record. This is the filter through which we view our marketing – everything we make points back to it.

I want to dance, dance, all night long,
DJ keep playing my song,
All night long, all night long

07 · The Strategy

Hand The Fans Their Song Of The Summer

We give fans an irresistible summer anthem and make it effortless for them to make it their own – by dancing to it, filming it, requesting it, and singing the chorus back.

Lean In ✅

Fun, maximalist, confident energy
The hook, repeated everywhere
The day-to-night transition (hotel, beach, club)
Club-first credibility, letting the DJs build it
Phone-first, spontaneous, high-volume content
Handing fans the easiest ways to take part

Avoid ❌

Overthinking or over-polishing it
"KK goes pop" framing, or anything that reads as a cynical pivot
Positioning it as the album's prologue
Being too precious
Volume for the sake of volume, with no hook behind it

09 · Audience

Who This Is For

01 · The Faithful (Day Ones)

KK's Running Back, Robert Johnson and Skream crowd.

JobBring them along and let them enjoy it without guilt – a guilty pleasure at most.

ProofClub-first rollout, the co-signs.

02 · The Crossover (New)

BRAT-era pop kids, indie-sleaze revivalists, the TikTok summer-dance audience, Sofie's following.

JobGive them the easiest possible way in.

ProofThe hook, the trend, "this is your song this summer."

03 · The DJ Community

The amplification and credibility engine.

JobArm them early and fully.

ProofVersions, edits, remixes, pre-release servicing.

11 · Creative Territories

The World Of Project X

Territory 01

The Hook On Loop

The chorus as a hypnotic, repeatable motif across visualiser, cutdowns, captions and metadata.

Territory 02

Day To Night

The lyric's own arc. Beach and pool by day, club and dancefloor by night. Sun, water, sweat. Our core visual story, and the spine of the content formats.

Territory 03

Project X-tra (The Party)

The name is a gift. Chaotic summer-party energy, the house party that spills into a rave. Branded and serialised.

Visual Language

Maximalist and saturated. It borrows the boldness and energy of BRAT without emulating it or trying to extend that era, and sits it next to the grain of 2004–2012 indie disco.

12 · Content System

Repeatable Formats

Hero Formats

Lyric Visualiser & Cutdowns

The hook, looped, instantly recognisable. The asset everything else hangs off, built for the Shazam play and for socials.

"Soundtrack Your Summer"

The creator format, built as a transition video: hotel, beach, club.

Support Formats

DJ & Club Clips

The record going off in real rooms.

Carousel & Waveform Teasers

Simple, fun lyric teasers on IG.

Cadence: phone-first, high-volume, cheap. Consistency over production value.

13 · Visual Language

The Lyrics Are The Look

The lyrics are the central element of the campaign – simple, repeatable, infectious. The visuals match that philosophy: a bold, ownable language that resurfaces with consistency to breed familiarity.

01 · Format

Lyric T-shirts

Photos of fans each wearing a tee with one line of the lyric printed across the chest. Used sequentially in lyric visualisers and Instagram carousels.

02 · Format

Kinetic Typography

A playful, bold treatment of the lyrics in motion. Opportunity to adopt the pink-and-blue colour scheme, accentuated with black-and-white text.

14 · Visual Language

Lyric T-Shirts

Each fan wears a t-shirt representing a different lyric. Cycled sequentially to produce lyric-visualiser content. The people are as much the centre of the story as the lyrics.

Can be used as a full-length visualiser as well as cutdowns on socials. Each fan who agrees to be photographed can later share their photo on their own socials, creating a network effect.

Ref. Marlon Hoffstadt 'Supersonic' visualiser

15 · Visual Language

Lyric T-Shirts Content

Instagram carousel – hold the dots and slide; the carousel cycles through the t-shirts to spell out the song's lyrics.

14 · Channel Approach

Channels

The Foundation

Club

CANVAS servicing to key DJs, with Declan servicing his inner circle first.

Broadcast

Radio

TBC radio servicing with CANVAS – targets to include Danny Howard, Charlie Hedges, Sarah Story, Dance Anthems, Capital Dance and Kiss Xtra.

Streaming

DSP

Waiting to confirm pre-delivery to Shazam with Cobrand so the ID lands cleanly. Consider independent streaming plugger pending budget.

The Trend Engine

Social / Creator

Celebrity seed into micro-creator volume, lyric-led.

Always On

Owned

Instagram primary, YouTube for visualiser and audio. Attempt more regular posting on TikTok.

16 · Moments

The Fun Stuff

Celebrity Seed → Micro-Creator Wave

Famous friends post with the sound for a credible kickoff. We follow fast with a ~£1k micro-creator wave so it feels like a trend that caught fire. Surgical around the chorus.

"Soundtrack Your Summer"

The creator format: adopting a familiar transition format: hotel (GRWM) → beach → club. "the assignment is clear. no notes".

Project X-tra, The Party

A small day-to-night party (pool & beach by day, rave by night) tied to summer live dates as a recurring branded series.

⚑ Flag · The Creator Approach (Diverse vs Bikini-Led)

We recommend a broader, all-genders day-to-night approach as the core. It reaches more of the actual summer audience rather than narrowing the song to one demographic; it is safer and more flexible for brand and platform; it reflects Dec's values and his stated discomfort with the "boys-club" side of the industry; and it ages better. The bikini-led angle stays available as an optional layer – it clearly would resonate to an audience on TikTok.

17 · Moments

DJ Keep Playing My Song

We seed people into the crowd at Krystal Klear shows, holding their phones up and pointed at KK as he plays. Every screen scrolls the same line – DJ KEEP PLAYING MY SONG.

It turns what is usually a meme – annoying clubbers trying to get the DJ's attention to play a song – into a playful idea. The clubber doesn't even need to be pointing it at KK; they could be dancing anywhere, arm aloft, holding their phone with the message and Project X playing as the embedded sound.

19 · Moments

Project X-tra

An umbrella brand we can throw parties under. Day parties into night parties – bikini to club, dancing all night long.

It can also become the title of a remix package later, depending on the life of the song – if we want to keep working it right through the summer.

Beach by day → Club by night → All night long

23 · Moments

Live Visuals

DJ Keep Playing My Song.

This will be venue-dependent, but where we can make use of the screens it's an opportunity to visualise the lyrics right back to the dancefloor.

20 · Content Format

Split Framing

Two images or videos, split-framed – one sitting on top of the other.

A native social template for KK's Instagram, accentuated by the colour palette for consistent branding.

The same layout is the basis for TikTok transitional content: GRWM & beach on top, club & dancefloor below. Ref →

Bikini top → Dance bottom

21 · Content Format

Content Transition

TikTok creator transition examples.

Frame 1 →
Every morning, I wake up, I put on my bikini.

Frame 2 →
I go swimming, hit the water, every morning.

Frame 3 →
But every night, I go out, I want to dance.
Every night, I go out, I go dancing.

21 · Timeline

Roadmap To July 17th

Now → mid-June

On Ramp

Club & personal DJ servicing live (CANVAS)
Pre-deliver to Shazam TBC
Lock artwork & visualiser
Build the VIP creator shortlist
More carousel & waveform teasers

13 – 27 June

Teasing

13/06 · Puglia · Slacker w/ Seth Troxler
18/06 · Off Sónar, Barcelona
27/06 · Phonox, London · B2B Gerd Janson (marquee)

Late June → early July

Announce

Open pre-saves; Sofie credited as primary
Lyric-visualiser teasers ramp
Celebrity seeds begin
02–03/07 · Hideout, Pag
04/07 · Rumore, Capri
Consider micro-creator campaign start

Release week · 17 July

Out Now

Single live; plays Amnesia (Glitterbox), Ibiza – release-day anchor
Micro-creator wave fires
DSP playlist push
Day-to-night content at peak

August Onwards

Sustain

Remixes & edits roll out
Keep the creates going; white-label 12"
31/07 · Atollo, Florence
01–02/08 · Defected, Tisno

Project X

Maximise The Moment

Don't Overthink It

A World Between Brat And The Best Indie Disco

All Night Long

Hand The Fans Their Song Of The Summer

Lean In ✅

Avoid ❌

Who This Is For

The World Of Project X

The Hook On Loop

Day To Night

Project X-tra (The Party)

Repeatable Formats

Hero Formats

Lyric Visualiser & Cutdowns

"Soundtrack Your Summer"

Support Formats

DJ & Club Clips

Carousel & Waveform Teasers

The Lyrics Are The Look

Lyric T-shirts

Kinetic Typography

Lyric T-Shirts

Lyric T-Shirts Content

Kinetic Typography Visuals

Channels

Club

Radio

DSP

Social / Creator

Owned

The Fun Stuff

Celebrity Seed → Micro-Creator Wave

"Soundtrack Your Summer"

Project X-tra, The Party

DJ Keep Playing My Song

DJ Keep Playing My Song (cont.)

Project X-tra

Live Visuals

Split Framing

Content Transition

Roadmap To July 17th

On Ramp

Teasing

Announce

Out Now

Sustain