"Artists have always gone to record shops to sign albums. And there have long been one-off promo shows in shops. But the idea of the in-store performance as a key part of an album launch dates back a decade or so, partly because physical sales of music were so low that the extra sales from a handful of appearances could dramatically affect chart position for bands with a loyal fanbase."
"This campaign is not launching with touring, at least not in the old-fashioned sense. Our record label suggested we do it. We've found it's fun to try out new things, play around with setups. But I guess it's probably just to sell as many records [as possible] in the first week."
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