NEW YORK--the release of the album for a pop star usually comes with the typical splash of cross-marketing - strategic magazine covers, a few major television appearances and expected perhaps a cosmetic or deal mode to remind the public a new project.
And yet the blitz of powered by media social related to the fall of the third album by Lady Gaga week, "Born This Way", is bordering on epic, with partnerships from Starbucks to FarmVille and virtual gifts of 17 titles for the album. It also represents the type of fat model, new businesses which can help to rejuvenate a deflated music industry.
Gaga has already had a series of magazine covers, Rolling Stone of Vogue and appear on each show high level of Oprah Winfrey for "American Idol" to "Saturday Night Live," and his own HBO special concert.
But it has not ceased to y. Starbucks - houses usually easy-on-the-ears artists as Emmylou Harris - is his album sales as well as launches a "digital hunting" goods inspired Gaga; Google Chrome starts with Gaga commercial with the song of the album. the mode output online Gilt group in partnership with Gaga to offer clothes Gaga inspired and representations a VIP; Best Buy is giving the album to anyone who buys a mobile phone with a contract; and Zynga, creator of the popular online game "farmville", created "GagaVille", which allowed fans of Gaga songs exclusive access.
As if this were not enough, Monday, Amazon.com sold "Born This Way" for only 99 cents as a promotion for his new music cloud service, creating a demand so strong that it disrupted the servers of the retail giant online for some time.
And it seems that the campaigns bear fruit: Gaga album is estimated to sell anywhere between a half a million when the top album rankings are revealed next week.
"He was really on expanding of the distribution on this album and will in greater numbers of non-traditional retail partnerships and non-traditional marketing partnerships as possible," Manager of Gaga, Troy Carter, told Associated Press on Tuesday. "Just with decreasing music labels, you want to find quality partners where you know that you can reach new audiences and be able to push the limits as well."
Among promotions connected with "Born This Way" is Disney Mobile Tapulous Tap Tap Revenge game, giving fans access to the entire album and others contained if they buy the game, "Born this way revenge," for $4.99. This is the first time Tapulous has developed out of 17 tracks with a game for this award.
Tim O'Brien, Vice President of the Disney Mobile business development, said that this was the third deal with Gaga, resulting from the total sale of five million songs so far.
While they have worked with other pop artists with their Tap Tap Revenge app, it says Gaga - which has 10 million twitter followers and was recently crowned most influential celebrity Forbes in part because of its tens of millions of followers online - is an act of single call.
"I've never seen anything as powerful when Gaga hits its channels of social media from all other persons that we have worked with," he said. "I have never given something like it in terms of how it is using social media.".
History of pop, have had a lot of advertising for debut albums: who can forget the huge statues Jackson had built for himself and placed around the world for his album "History", or when the Backstreet Boys hit six continents in four days to promote "black and blue"? And then there was Jay - z, who played in seven cities in 17 hours for his album comeback, "kingdom Come."
But Bill Werde, Billboard Editorial Director, calls the promotional efforts of Gaga "more of a landmark campaign" for the new music industry.
"There is nothing Gaga is subtle, so I do not see why his marketing campaign would be different,", he added.
One of the more unusual promotions was the decision of the Amazon to sell version MP3 from the album Gaga for 99 cents on Monday, the day of its release, in its drive of clouds in the Amazon, the personal digital storage space which gives consumers on a remote network or a cloud; 20 GB of space cloud came with the album. However, there was such a request, that it caused delays for customers of Amazon, said a spokesman.
Although some people questioned the decision to essentially give away, Carter album not concerned, calling the idea promotional "incredible."
"I am more concerned about people stealing music and piracy." If you can get someone to experience music at such a price for one day only, I think it gets much attention for the album, ", he added.
Said Werde is essential at a time where the sales of the album are corrected and serve more as a promotional tool for the artist of other projects to make money, including on tour, in a more dedicated industry on what is called the 360 model to generate revenue.
"It is one of the first output of big superstar that really captures the potential of the new music business that everyone speaks," he said. "For an artist to superstar as a Gaga, the sale of recorded music - not the quality of the music, mind you, but the sale of recordings music_ really gets kind of assumed as a marketing cost to drive this engine 360."
Carter says that its data indicate that Gaga can sell over 500,000 copies in the first week and perhaps 700 000; Werde said "Born This Way" could go up to a million.
But Carter said the marketing tools unique used leading to and during the release of the album is not just for sales of monster in the debut of the album.
"Nobody ever pays attention in the second week," he said. "For us it is for this album for the next 18-24 month cycle."
It seems Gaga-mania Won't be easing soon.
No comments:
Post a Comment