DJ Spends 10k on Billboard Outside of Lost Lands to Promote Album

Dubstep producer WHALES spent 10k on a billboard outside of Lost Lands to promote his new album, ‘Two Worlds Apart.’

Ahead of Lost Lands on September 22-24, Whales decided to get creative. Pulling out all the stops to promote his new album ‘Two Worlds Apart,’ the Los Angeles-based producer revealed that he spent 10k on a billboard located outside of the festival for all attendees to see.

Not only does Whales deserve props for his strategic genius, but also for his blatant acknowledgment regarding the cost of this unusual tactic. The producer posted a photo of the billboard just days before the festival and it reads, “Stream my new album, ‘Two Worlds Apart’ so I can afford this expensive billboard.” 

Following the post, Whales added a series of comments. He clarified his financial situation and showed gratitude for being in the position to play at Lost Lands and afford such an extensive PR move. He wrote, “[…] I used to go to sleep and dream about playing shows here and to be able to do that and have so many amazing supporters.. I’m so excited for Lost Lands Sunday.”

Whales also commented, “And I DID spend the whole year working on that album so you should seriously stream it. I promise you won’t be disappointed. I don’t have rich parents or anyone financing any of that. All promo, merch, art, it’s all me. So your support means a lot.”

Although some will knock Whales for spending too much, there is something to be said about the incredible audience this billboard is reaching. In 2022, Lost Lands attracted over 40,000 attendees and is known as the mecca of bass music in the US. This year, the massive lineup includes everyone from Liquid Stranger, Ganja White Night, Jansten, and Subtronics, to Black Tiger Sex Machine, Flux Pavilion, Dombresky, Ivy Lab, and Netsky. 

Known for being a headbanger heaven, Excision’s Lost Lands has grown to be one of the largest bass-heavy festivals. Therefore, Whales, who produces hardcore yet melodic dubstep, was smart to seize the opportunity to promote his music to a crowd of fellow enthusiasts. Now the question is, will the promo pay off?

Find a Whales show near you here.

Listen to Whales new album ‘Two Worlds Apart’ below.

Alli Hinchliffe

As a music journalist of 5 years, I’m often found on the dancefloor or writing to express myself. I love learning about the world through exploring new perspectives, traveling, and indulging in art forms that connect people. Born and raised as a beach bum in Tampa, FL, I now live in New York City. From FKJ, Mall Grab, Michael Bibi, and Alix Perez to Amy Winehouse, Louis Armstrong, Lana Del Rey, and Mac Miller, using music to set the mood is one of my simplest pleasures.

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