The album has a unique blend of electronic and ambient music inspired by the art of project management and the process of creating efficient workflows. It features 21 original songs and is considered the first full studio album from a tech company.
"In today's flexible work environments, many people put their headphones on and turn on music to help them focus and complete their tasks more efficiently," Melissa Rosenthal, Chief Creative Officer at ClickUp, explained in an exclusive interview with Spotlight.
"Our company is all about boosting productivity and saving people time, so we decided to lean into this and release an original album," she added.
Work Flows was released during ClickUp’s LevelUp Conference in February 2023. Chris Cunningham, Head of Influencer Marketing at ClickUp, revealed that the album had almost half a million streams in its first week.
According to Cunningham, this is not the first time the tech company has invested in creating original music. Last year, ClickUp released a music video about being more productive in collaboration with beloved rapper GaTa, from the hit show Dave and ClickUp employee Kenneth Harkness (K.J.).
Fans of ClickUp have expressed their excitement about the album launch and have taken to social media to commend the company for its innovative marketing tactics.
Melissa Rosenthal believes the launch of the Work Flows album is an example that marketing doesn't have to be boring. "We're constantly pushing the boundary on how creative and out-of-the-box we can get with our marketing tactics," the creative chief added.
"Our in-house creative team of more than twenty people is constantly taking risks and experimenting with new channels to create memorable experiences for our customers and help them connect with our brand and, ultimately, our product."