Mac DeMarco — Salad Days 10 Year Anniversary Campaign

The 10-year anniversary of Salad Days marked a milestone for both Mac DeMarco and Captured Tracks. Although Mac is no longer on the label, the album remains a defining release for CT and a generational classic for fans. For the reissue, I developed a full social campaign centered on nostalgia and storytelling: bringing new life to a record that “sells itself” while still delivering massive engagement and follower growth.

I created a multi-part social rollout that blended street interviews, nostalgia-driven and funny video concepts, influencer marketing, and unique behind-the-scenes stories from the reissue liner notes. Each piece was designed to tap directly into the culture surrounding Salad Days: warmth, relatability, and a sense of communal memory.

My goal was to build a campaign that matched the album’s impact: playful, heartfelt, slightly chaotic, and rooted in the DIY charm Mac is known for.

MAC DEMARCO’S RIDER

REFLECTING ON 10 YEARS

STREET INTERVIEWS

UNBOXING VIDEO

INFLUENCER CAMPAIGN

Working with no paid media and no influencer budget, I coordinated vinyl gifting with 15 creators who regularly champion CT releases. Their posts amplified the Salad Days anniversary across TikTok and IG, with one video hitting 800k+ views.

RESULT

The campaign generated exceptional organic momentum, adding 30k+ followers to the label’s Instagram, driving weeks of sustained engagement, and helping the holographic anniversary pressing sell out within its first week.

Mac DeMarco — Another One 10 Year Anniversary Content

To mark the 10th anniversary of Mac DeMarco’s album Another One, I created social content that leaned into the album’s history and the actual house where it was made. Released in 2015, Another One is closely tied to the Far Rockaway beach house where Mac DeMarco wrote and recorded the album. At the end of the record, he famously gives out the home’s actual address and invites listeners to “stop by for a cup of coffee,” which quickly became part of the album’s mythology: fans really did go.

For the 10-year anniversary, I created social content that revisited this history and reconnected the album to the physical place where it was made, asking locals if they think it should be a national landmark, and recreating the photo famously used on the album cover.

THE STORY OF “ANOTHER ONE”

MAC DEMARCO’S HOUSE: A NATIONAL LANDMARK

REVISITING THE ALBUM ARTWORK

RESULT

Even with a small production window, the Another One 10 year anniversary content drove high engagement, resonated deeply with longtime fans, added momentum to the anniversary celebration, and gained the label Instagram another 15k followers. The mix of on-location footage, storytelling, and visual nostalgia gave fans a fresh perspective and a nostalgia hit on a beloved Mac DeMarco album.