Crafting a Deluxe Experience: Lessons from SZA’s ‘Lana: SOS Deluxe’ for Content Marketers
Image: Cassidy Meyers.
When SZA released Lana: SOS Deluxe in December 2024, it wasn’t just another album drop—it was a masterclass in content strategy. Featuring 15 new tracks, an unforgettable music video starring Ben Stiller, and the seamless expansion of a project fans were already obsessed with, SZA revitalized her original SOS album and turned it into a fresh experience for fans.
For content marketers, Lana offers invaluable lessons on expanding content reach, building anticipation, and using creative marketing ideas to engage audiences. Let’s break down the strategies SZA employed and how you can apply them to your own digital marketing campaigns in 2024 and beyond.
1. Expand Strategically: Make Your Hits Last
What SZA Did:
Adding 15 new tracks to SOS didn’t just extend the album’s relevance—it turned it into a brand-new experience. SZA proved that revisiting and expanding existing content can re-engage audiences and drive new conversations.
What You Can Do:
Think of your evergreen content as the foundation for future growth. By updating and expanding high-performing pieces, you can sustain interest and maintain relevance.
Refresh older blog posts with updated insights or trends.
Launch “deluxe” versions of eBooks, including new chapters or case studies.
Turn successful webinars into multi-part series.
Pro Tip: Expansion works best when it feels intentional, not forced. Ask yourself: What new value can I add to this piece of content?
2. Collaborate Unexpectedly: Broaden Your Reach
What SZA Did:
The “Drive” music video featuring Ben Stiller caught fans off guard—in the best way. By aligning the release of Lana with the buzz surrounding Severance Season Two, SZA tapped into an existing, highly engaged fanbase. This cross-promotion allowed her to position herself and her album within a cultural moment that already had significant anticipation and conversation, making her rollout feel organic and relevant.
What You Can Do:
Collaborating with personalities outside your industry can expand your audience and create engagement.
Partner with influencers from different niches.
Feature guest writers or speakers who bring fresh perspectives.
Highlight collaborations that align authentically with your brand’s values.
Pro Tip: Authenticity is key. Your audience will see right through collaborations that feel transactional instead of intentional.
3. Build Anticipation: Tease the Big Drop
What SZA Did:
SZA teased Lana: SOS Deluxe for months, sharing snippets and updates to keep fans excited. By the time the album dropped, anticipation was sky-high. As a part of her strategic album rollout, SZA made an appearance on Hot Ones, a YouTube talk show hosted by Sean Evans that includes him asking his celebrity guests questions while they attempt to complete rounds of chicken wings coated in spicy hot sauce. SZA took this time to talk about Lana while wearing a bug mask similar to the one you see on the album cover.
What You Can Do:
Generate excitement for your content releases through strategic teasers.
Use social media stories or reels to drop hints.
Share “behind-the-scenes” glimpses of your creative process.
Identify strategic partnerships with media outlets and relevant brands that align with your brand’s values.
Pro Tip: Meet your community where they’re at. Whether it’s YouTube Shorts, Instagram Stories/Reels, or TikTok. Create interactive content that will encourage your audience to engage and share in the anticipation you’re putting out.
4. Tell Stories Visually: Elevate Your Impact
What SZA Did:
The “Drive” music video paired stunning visuals with an emotional narrative, amplifying the song's impact. SZA reminded us that storytelling isn’t just heard—it’s seen.
What You Can Do:
Incorporate visual storytelling into your marketing campaigns.
Share real stories from satisfied customers highlighting how your product or service positively impacted their lives.
Use video content to highlight your brand’s mission or journey.
Maximize user-generated content. Create a content strategy that organically encourages customers to share their stories and pictures related to your brand.
Pro Tip: Brand loyalty is KING. Building emotional connections through storytelling can lead to stronger customer loyalty.
5. Time It Right: Align with Audience Energy
What SZA Did:
She released a countdown post, with the caption “Clock starts now . Happy anniversary 🪲”, on the second anniversary of her iconic album, SOS, featuring a captivating snippet from Lana, ‘Kitchen’. Dropping Lana during the holiday season and right around the album’s anniversary proved to be an astute move. With fans in a relaxed and music-streaming mood, craving fresh content, the timing was impeccable to maximize her reach.
What You Can Do:
Plan content releases to align with key moments for your audience.
Launch campaigns at the start of a new quarter or year.
Tie your content to relevant cultural or seasonal events.
Use analytics to determine when your audience is most active online.
Pro Tip: Use analytics tools to track when your audience engages most with your content. Let data guide your timing decisions.
Final Thoughts: Be the Deluxe Edition
SZA’s Lana: SOS Deluxe was a reimagination. By strategically expanding her content, collaborating in unexpected ways, and mastering the art of anticipation, SZA created an experience that resonated deeply with fans.
Content marketers can learn from these lessons. Whether you’re refreshing old work, launching new campaigns, or engaging through visuals, remember: success lies in delivering fresh, authentic, and impactful value.
What’s your next deluxe move?
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