How Coldplay use Inside Out dynamics to hit all the right notes

I don’t tend to go to Coldplay’s website often (ok, I'm not actually sure if I’ve ever been there before). But it’s a treasure trove - and not just for fans.

The band and their website are a superb case study in why Inside Out dynamics matter, and how they can show up in all kinds of areas.

Here are two noteworthy things they’ve created:

Sustainability Report

The band are known for their positive action around sustainability. They've now shared an in-depth sustainability report on their enormous 'Music of the Spheres' world tour.

It’s very thorough - covering everything from freight to food to fan travel - yet is also simple and easy to engage with.

The report is packed with reference points and benchmarks that are useful for fans, industry, and sustainability professionals alike.

Simple but not easy. Not easy, but incredibly valauble.

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Timeline

Second, they’ve pulled together a ton of material from their archives into an explorable timeline. It's a living artefact, regularly updated by the band, and their fans.

There’s the flyer for their first ever gig at a pub in London; photos of the day they signed their first record deal; all the way through to fan-generated material from stadium shows.

All of it’s categorized by the type of media, ‘chapter’ of their career, and geo-tags. You can get lost in there for hours.

Although these initiatives are very different they share a few common traits, including:

• Building awareness
• Giving good ideas the chance to spread into unexpected places
• Bringing fans and stakeholders further inside the band's world.

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Ok, so...?

But here’s the thing: why do so few brands - and bands - think like Coldplay and bring the Inside Out? (Coldplay are most definitely a brand as well as a band, btw).

There's huge opportunity here. But nowhere near enough are taking these steps.

Is it fear?
Legacy ways of working?
Too much hassle?

More brands should show up withA Head Full of Dreams. It's good for business, and good for the world.