Harry Styles’ Fan Engagement & Marketing Strategy for His Third Album – Originally Discovered by Fans

words by Macie

Well, the news is out – Harry Styles is releasing his third studio album called Harry’s House on May 20th, 2022. However, his fans anticipated the album announcement a couple weeks before it was officially confirmed.

This all started when Harry was spotted on a major street in London on February 12th while filming for an upcoming music video. How do we know he was filming for a music video? He was laying on a giant bed being dragged by a truck while surrounded by a camera crew and other people on the bed playing instruments.

Next, there were cryptic ads that people were finding in newspapers around the world with what looks like an upside down vase with flowers with the phrase “You Are Home,” underneath it, and in even smaller text under that was a website – youarehome.co. This website only led to a picture of a door and nothing else which was very peculiar.

The website is really where the fans get involved. Remember, at this point, this website has not been confirmed to have anything to do with Harry or any upcoming music. Then, there were Instagram, Twitter, and TikTok accounts that popped up – all under the same username @youarehome. On March 22nd, all of these social media accounts are verified and this sends fans into panic all across Twitter, Instagram, and TikTok.

March 22nd, 2022 was a monumental day because not only did all of the You Are Home social media accounts get verified, but Harry Styles himself followed the Instagram and Twitter accounts. This was the first indirect confirmation that all of this had something to do with Harry.

Going back to a few days to March 19th, the door on youarehome.co opened! When going to the website and clicking on the door, it opened and revealed a picture of a book cover. This continues to present day, and fans expect it to continue until Thursday, March 31st, 2022. The press release for Harry’s House stated that there will be thirteen songs on this album. March 19th to March 31st is thirteen days with thirteen different door openings. Fans are speculating that this will lead to the first single + music video release on Friday, April 1st, 2022.

Everyday at 12:00pm EST the picture behind the door changes. On Wednesday, March 23rd, 2022, at 12:00pm EST the door opened and it revealed a picture of Harry!

This changed everything.

At the same time, Harry and his entire team announce his third studio album Harry’s House. Harry Lambert (Harry Styles’ stylist) and Molly Hawkins (Harry Styles’ Creative Director) both posted the album artwork on Instagram while crediting the people involved in creating the artwork. Then, we see Harry himself and HSHQ (Harry Styles Headquarters) announce it on all social media platforms, as well as his music label, Columbia Records.

Since the album announcement, fans have been theorizing that this album will be about how the COVID-19 pandemic turned Harry’s life upside down (hence the album cover where he’s standing in a room full of furniture on the ceiling) and how he spent most, if not all, of his time indoors. Harry’s website has since been updated with the new album font and logo as well.