Chart toppers have 3 things in common – nice melody that you can hum again and again, emotional connect with people, and a smart marketing strategy. Over here we have rounded the 5 smartest marketing campaigns in the field of music for the year 2013:
Queen B came up with a surprise in the last month of the year as she suddenly announced her latest release during a world tour. On December 13, her latest album, featuring 14 songs and 17 music videos, was released exclusively through iTunes, when she was travelling on a world tour. It broke the iTunes sales record in the first few days itself, selling around 800,000 records over the weekend.
The new self-titled album came totally unannounced, without any teasers, interviews or previews. Her admirers came to know of the release via Instagram at midnight on Dec 13. In spite of that,the kind of sales her album generated speaks only of her tremendous popularity worldwide.The exclusive rights for her album was given to iTunes, while she went to Walmart to hand out $50 gift cards to shoppers and also to pick up a copy of her new album. The entire journey was filmed and the video went viral. She became the best selling female artist of 2013 with her album getting social media mentions, video impressions and cutting a huge sale.
Eminem came back with a bang in his latest release of 2013! He successfully collaborated with different brands to take his music albums to new heights. The team that shaped Call of Duty: Ghosts, meaningfully contributed to the marketing campaign of Marshall Mathers LP2. “Survival” from the album featured in the game, while they both debuted on the 5th of November.
His partnership with Beats led to the premiere of the first single “Berzerk” in a headphone advertisement. The commercial that was aired during the MTV Video Music Awards, was also used to declare the name of the imminent album. The rapper was also named ‘Artist Of The Year’ in the first ever 2013 YouTube Music Awards.
In early January last year, Justin Timberlake teamed up with the major retail brand Target as a part of his new marketing strategy. The partnership proved to be useful for both of them and Target had the right for selling exclusive content of the “20/20 Experience”.
Later, in August, he tweeted, “Join me & @Target tonight for just one song. Let’s ‘Take Back the Night.’ First 150 get in. See you there!”
Arcade Fire found itself experimenting with guerrilla techniques of marketing in 2013, in order to publicize their fourth studio album. What started as a chalk and graffiti tags for spelling out Reflektor, the album title, spread across various social media. It was also followed by the release of posters in the major cities where the tags were launched. The group even witnessed a controversy welling up against them charging them against environmental pollution. Journalists raised eyebrows saying that this vandalism was negatively affecting the environment.
Arcade Fire further played it cool by going in for small shows as Reflektors where they asked the audience to opt for fancy costumes.
Jay Z played it smart when he joined hands with Samsung to release Magna Carta Holy Grail in 2013. The multi-million dollar deal saw the company buy 1 million copies of the album and also allowed listeners to download it free of charge. The 16-track album features collaborations with the likes of Rick Ross, Justin Timberlake, Frank Ocean, Beyonce, Swizz Beats, Pharrell, Nas, and Timbaland. Here’s an insight into the listeners’ take on Jay Z’s Magna Carta Holy Grail.