Haley Reinhart,
Listen Up! (8,000, -61%, 28,000) (#51 BB200)
(06-06-2012, 07:46 AM)Flask Man Wrote: Invested more than the minimum? How do you figure?
The minimum is taking a bunch of songs off the shelf and recording them in the least complicated manner possible in the least amount of time.
Quote:They haven't invested jack. She didn't even get a main page banner on iTunes for her album launch.
They placed a banner on the iTunes homepage for POP music and on VEVO.
Quote:They booked her no big national promo or national TV spots of any kind
They don't do the actual booking. They did things to try to build buzz and set the stage for bigger bookings, including a paid appearance on 90210.
Quote:failed to land her a summer tour
That was in the cards but "Free" didn't take off. They want a hit before they book a tour.
Quote:The hijacking of her Twitter account to follow 32k ND/Bieber fans was no investment in Haley, but it did piss off her fan base.
No investment in Haley = not doing it at all. They considered who to follow and pay someone to execute the strategy. Most of her fan base isn't pissed off because they realize it's not Haley doing the following.
Quote:It was also an abject failure
It's part of a long-term strategy. People have been made aware of her music. And if they tweet about her it makes others they know aware of her too. Phrases like "abject failure" should be reserved for incidents like Lana Del Rey's SNL performance or JD's halftime show.
Quote:just a cheap substitute for real, live bookings, marketing, PR and advertising.
The tweets are part of the total marketing process, not distinct from it. Yes, it's cost effective. Companies care about such things.
Rob Wells is president of global digital business at Universal Music Group:
Quote:Wells turned a low-level marketing gig into career gold when he was sitting in a meeting about how to let fans know about a new album from Take That, a British pop group.
Because the mailing list Wells had been working on grew so large, sending an announcement through the mail would cost more than half of the album's total marketing budget. As BMG's executives debated what should be done, Wells piped up, "Why don't we just send emails? They're free."
One executive replied: "That's a brilliant idea! What's email?"
From then on, the company changed its marketing plans to embrace the Internet.
http://articles.latimes.com/2012/jun/03/...l-20120603
TT is still around:
http://www.youtube.com/watch?v=TxEVPe7XMcs
Quote:As far as them delaying her release, how can you spin that as a positive? She finished her album in early January and her single in August. Waiting until late May for the album was putting her in the back of the line, not helping her out. If they dropped Free in January and LU in March she'd have doubled her sales and airplay.
Covered that before. But I will add it seems they might have moved the release date of "Free" back some to coordinate with her Idol appearance and 90210 appearance. i.e. "national promo (and) national TV spots."
Quote:Go to the UMG home page and look for Haley. Besides her album release day of 5/22 you wouldn't know she existed.
I don't believe many fans visit that site but they have not forgot about Haley. 2 of the 3 news items on the UMG homepage are about her. On the Interscope homepage, 2 of the 7 news headlines relate to her as do 2 of the 14 new releases that are featured.
Would I like to see them do more marketing? Sure. But realistically they were never going to appropriate a gargantuan budget for
Listen Up! right out of the gate because it would be too risky. If they had doubled the marketing budget would they have at least doubled the sales of
Listen Up!? Probably not without a hit single.
I know it's frustrating, but I don't think we'll see the advantages of a major label until she has a hit they can get behind.
