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Sometimes a release is bigger than a single asset. You are not just dropping an album — you are dropping the album, announcing a tour, and releasing exclusive merch all at once. That is what multi-asset campaigns are for.

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What Is a Multi-Asset Campaign?

A multi-asset campaign is a single launch that contains two or more assets. Instead of creating separate launches for your album, your tour, and your merch drop, you bundle them into one coordinated campaign. This gives you:
  • One command center for your entire release cycle
  • Cross-asset automation — a fan who presaves the album can automatically get tour date info
  • Unified fan tracking — see which fans engaged with which parts of the campaign
  • Cleaner organization — fewer launches to manage

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Recognizing a Campaign

Multi-asset launches display a Campaign badge on their launch card, so you can distinguish them from single-asset launches at a glance on the Launches page.

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The Primary Asset

Every campaign has a primary asset — the featured item displayed on the launch card. This is typically the most important piece of the release. For example:
  • An album campaign might have the album as the primary asset, with tour dates and merch as secondary
  • A tour campaign might have the headlining tour as primary, with a supporting single and VIP merch packages as secondary
The primary asset’s artwork and title appear on the launch card. You can change which asset is primary at any time by reordering.

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Creating a Multi-Asset Campaign

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During Launch Creation

  1. Create a new launch and select your first asset as usual
  2. After selecting your asset, click “Add Another Asset”
  3. Search for and select additional assets
  4. You can mix asset types — add a music release, a tour, and merch products all in the same campaign
  5. Set dates, name your launch, and create

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After Launch Creation

Already have a launch with one asset? You can upgrade it to a campaign:
  1. Open the launch detail page
  2. Click “Add Asset” in the asset panel
  3. Search for and select the additional asset
  4. The launch automatically becomes a campaign and gets the Campaign badge

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Managing Campaign Assets

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Reordering Assets

Assets appear in a specific order within your campaign. The first asset is the primary (shown on the launch card). To reorder:
  1. Open the launch detail page
  2. In the asset panel, drag and drop assets to rearrange them
  3. The first position becomes the new primary asset

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Individual Asset Tracking

Each asset within a campaign tracks its own metrics independently:
  • Fans entered — How many fans engaged with flows related to this specific asset
  • Flows completed — How many fans finished automation flows tied to this asset
  • Interactions — Click-throughs, opens, replies, and other engagement metrics
This lets you compare performance across assets. Did more fans engage with the album flows or the tour flows? The data is right there.

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Removing an Asset

To remove an asset from a campaign:
  1. Open the launch detail page
  2. In the asset panel, click the three-dot menu on the asset you want to remove
  3. Select “Remove from Campaign”
  4. Confirm the removal
Note: Removing an asset does not delete the asset itself — it just detaches it from this campaign. Any flows specifically tied to that asset’s triggers will need to be updated or removed.

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Campaign Use Cases

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The Full Album Cycle

Scenario: You are releasing a new album with a supporting tour and exclusive vinyl. Campaign structure:
  • Primary asset: The album
  • Secondary assets: 15-city tour, limited edition vinyl
Flows by stage:
  • Pre-Release: Presave email sequence (album), tour announcement SMS (tour), vinyl teaser IG DM (merch)
  • Release: “Album is live!” email (album), “Tickets on sale!” SMS (tour), “Vinyl ships today!” email (merch)
  • Post-Release: Playlist pitch email (album), pre-show texts (tour), review request (merch)

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The Coordinated Drop

Scenario: You are dropping a single alongside a limited merch collection. Campaign structure:
  • Primary asset: The single
  • Secondary asset: Merch collection (hoodie, tee, poster bundle)
Flows:
  • Fan presaves the single, which triggers an exclusive early-access link to the merch
  • Fan purchases merch, which triggers a thank-you DM with a snippet of the unreleased single
  • On release day, all fans in the campaign get a unified “everything is live” email

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The Festival Campaign

Scenario: You are playing three major festivals this summer and want to promote them together. Campaign structure:
  • Primary asset: Your headlining festival slot
  • Secondary assets: Two supporting festival appearances
Flows:
  • RSVP collection for each festival (separate flows per asset)
  • Unified “Festival season starts this weekend!” SMS blast
  • Post-show thank-you sequences per event

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Cross-Asset Automation

One of the most powerful features of campaigns is the ability to create flows that reference multiple assets. For example:
  • A condition node checks if a fan presaved the album. If yes, send tour dates. If no, send a presave reminder.
  • A fan who buys a concert ticket gets automatically enrolled in a merch discount flow.
  • A Go-to-Flow action moves fans from the album presave flow into the tour announcement flow.
This cross-pollination turns individual release moments into a cohesive fan experience.

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Tips and Best Practices

  • Start with the primary: Choose the asset that is most important to your campaign’s success as the primary
  • Do not overload: Two to four assets per campaign is the sweet spot. More than that can get confusing to manage
  • Use cross-asset flows: The real power of campaigns is connecting the dots between assets
  • Track per-asset metrics: Compare which assets drive the most engagement to inform future campaigns
  • Name campaigns clearly: “Summer 2026 — Album + Tour + Merch” tells you exactly what is inside

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What Happens Next

With your multi-asset campaign set up, each asset contributes to the overall launch progress. Learn how progress is calculated in Launch Progress & Timeline.