Spiral was rolled out over the course of a year, following a carefully crafted waterfall strategy with four singles leading into the full album release. Each drop was visually tied together through a consistent cover art style by the same artist, building a sense of continuity and anticipation for what was to come.

 

An extensive social media campaign played a central role in the rollout, shaping the narrative and deepening audience engagement throughout the year — marking a moment in time before Kélanie stepped away from social platforms.

 

The project extended beyond music into a tactile, immersive experience, with curated merchandise and objects sent to listeners and industry, including t-shirts, hats, postcards, monoculars, and even a custom tea blend designed to accompany the album.

 

In partnership with Varias Fita, a limited run of exclusive cassette tapes was also produced, reinforcing the project’s collectible and analog sensibility.

 

To mark the release, Kélanie hosted an intimate listening party, taking over a coffee shop in Rio de Janeiro (Tabi Koffi) with a custom menu and a full playback session of the record, bringing Spiral into a physical space and shared moment.