SATURN RETURN: With the release of her highly anticipated new album, “Deeper Well,” around the corner, Kacey Musgraves decided to tease some hints on online marketplace Etsy. The singer songwriter and the online platform have teamed up for an exclusive, multiphased collaboration to bring fans into the creative journey behind the album.
On Monday, the two launched a shoppable mood board called Deeper Well filled with items that reflect the inspiration behind the music.
“Etsy is a place I return to for inspiration in many facets of my life, and while making this album I kept saving pieces that felt like a true reflection of where my head was at aesthetically,” she told WWD. Musgraves, who is known for her heartfelt lyrics and pop spin on country, has hinted online that the album is about a “Saturn return, the moment when everything changed.”
The mood board includes unexpected, design-forward treasures like the Dandelion lamp made by MoziDozen, a team of wood and lighting artisans based in Taiwan, and a ceramic egg holder from Every Story Studio in rural Nottinghamshire, England. This collaboration marks the first installment in a series of upcoming Etsy-exclusive merch drops conceived by the star as a reimagined gift shop, a press representative for the star said. Musgraves said she is a huge fan of Etsy and of supporting small and micro artisan realities.
“Sometimes when I can’t sleep, I’ll find myself in the strangest, coolest Etsy wormholes and I’m always amused at the things I find. I love putting money in the pocket of the actual maker. I hope that through this mood board my fans feel connected to me and my music in a real and intimate way.”
Musgraves is expected to release her new album March 15.