The Tangerine Connection
Singer-songwriter Lucid Fall recently shared an insightful behind-the-scenes story about the popular event known as ‘Tangerine Home Shopping.’ This unique initiative, which has become a cultural phenomenon, was part of the promotion for his 7th regular album. During an interview at the Antenna headquarters in Gangnam-gu, Seoul, to celebrate the release of his 11th regular albumElsewhere, Lucid Fall discussed his tangerine farm on Jeju Island.
He mentioned that he often packs tangerines with his friends from Jeju while playing labor songs. When asked about this year’s tangerine farming, he admitted, “I poured my soul and body into the album work, so after May, I was really neglectful of the farm.” He then apologized to the tangerine trees, saying, “I’m sorry for the trees that endured well.”
Lucid Fall’s association with tangerines is so strong that it is the first related search term when his name is mentioned. The ‘Tangerine Home Shopping’ event, launched to celebrate the release of his 7th regular album, remains a groundbreaking marketing example even after a decade. At the time, Lucid Fall sold 1,000 limited edition packages containing the 7th regular album CD, a picture bookBlue Lotushe wrote himself, and 1 kilogram of Jeju-grown tangerines. The packages sold out within 9 minutes, receiving tremendous love.
A Unique Marketing Strategy
When asked if he expected the event to be talked about even after 10 years, Lucid Fall said, “I never thought of that.” He added, “Not many people probably watched the home shopping broadcast directly,” explaining, “It was aired at 2 a.m.”
Some might think he intentionally aired it at 2 a.m., but Lucid Fall said, “It was because we couldn’t get a better time slot.” He continued, “I heard that home shopping channels strictly determine broadcast times based on sales. We contacted all home shopping channels, but as the saying goes, we were rejected everywhere. Then, one channel accepted us, perhaps because there were people there who appreciated our subtle approach, but even then, the higher-ups opposed it, so we barely secured the 2 a.m. slot.”
Despite the late hour, the home shopping broadcast not only sold out but also became a hot topic across online communities. Lucid Fall shared, “It was an idea suggested by Yoo Hee-yeol, saying, ‘Let’s do something weird together.’ I heard that the person in charge got promoted because it became an issue.” However, he firmly stated, “I have no plans to do home shopping again,” adding, “I can’t stay up until 2 a.m. anymore.”
The New Album:Elsewhere
Meanwhile, Lucid Fall’s 11th regular albumElsewherewill be released on various music sites at 6 p.m. today. This regular album, released after 3 years, was entirely handled by Lucid Fall, who wrote all the lyrics and compositions, as well as arranging, mixing, and vinyl mastering.
This album tells the story of deep shadows and the dazzling sunlight that overcomes that darkness. As you follow the tracks where different landscapes and dramatic emotions intersect, much like the moments of light and shadow present everywhere in life, it culminates in a message of encouragement for those who, even in despair, hold onto hope, unite, and reach “Elsewhere” from the present.