black keys 'el camino' album campaign

The Black Keys ‘El Camino’

@thewillbartonWill Barton

Thursday, 6 September 12

The Black Keys ‘El Camino’

A case study.

@thewillbartonWill Barton

Which tiers your fans are in?

What are these fans interested in?

How to move them up the ladder?

What is a new model approach that’s working?

12 years6 albums

Millions of fans

Relevant for All Artist

Great content

Connecting with fans

Great content

Connecting with fans

A reason to buy

“Mystery, Subtlety and Community”

Mike King, BerkleeMusic.com

WILL’S ‘MUSIC BIZ’ TOP 5

WILL’S ‘MUSIC BIZ’ TOP 5Value

Content

ContentAwareness

Connect With Fans

ValueContentAwareness

Connect With FansReason To Buy

ValueContentAwareness

Value(defined: emotional, informational exchange, deliver something special, fan participation

Content(defined: visual, interactive and engaging, relevant, worth sharing)

Awareness(defined: targeted, exclusives, affirmation, access, identifying tiers of fans, give aways, exchanging email for media)

Connecting with Fans(defined: giving something of value in return for permission)

(defined: bundling items, offer a FREE option everything upto an amazing $100 option)

Reasons To Buy

“Playing safe is very risky”

Seth Godin, SethGodin.com

OCTOBER

October 9th

Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge

October 9th

Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeIt starts in Akron, Ohio.

October 9th

Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeWannaBuyAVan.com

Unique video distribution strategy

We’ve seen this before

NOVEMBER

October 9th

Targeted Press and Promotion

October 9th

Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeIt starts in Akron, Ohio.

October 9th

Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeBlackKeysElCamino.com

October 9th

Mailing List

October 9th

Mailing List Exclusives

October 9th

Album Show Announcements

DECEMBER

October 9th

Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeAlbum Release Dates

October 9th

Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeTour Dates Announced

October 9th

Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungePush for Release

October 9th

Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeAlbum leaks a week prior to release

October 9th

Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungePre-Sale Announced

October 9th

Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeConnected with Fans

October 9th

Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeConnected with Fans

Fan wants to be involved

October 9th

Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeWannaBuyAVan.com

EXPERIENCE AROUND THE MUSIC

Increased fan experience

“Attention is the new currency”

Gerd Leonhard, MediaFuturist.com

EXPERIENCE AROUND "You think everybody's paying attention to what you're doing. No, they're

paying attention to what's interesting to

them." Bob Lefsetz, Lefsetz Letter

CONTENT

‘Lonely Boy’ Release with video

“Quality is hyper efficient”

Mathieu Drouin, Manager of Metric

Content worth spreading

“People will always talk about you so,

give them something to talk about”.

Brian Solis, BrianSolis.com

400,000+ views in first 24 hours

“peoples attention is fleeting”

Ian Rogers, Topspinmedia.com

Limited attention span We all need to be expert marketers

Excites and Energises Fans

“Care about your customers

more than about yourself, and you’ll

do well”

Derek Sivers, Sivers.orgThursday, 6 September 12

AWARENESS

Super fans before anyone else

“Your heaviest customers are evangelists”

Trusted Filters

CONNECTING WITH FANS

Respecting Fans

“You get what you give”

Dick Huey, Toolshed.biz

REASON TO BUY

Vinyl + Limited ShirtPre Sale

Results

No. 2 Billboard Chart

First Show sells out in 15 Minutes at Madison Square Gardens

El Camino first week +206,000 units

Sept 14th - Dec 12th

Facebook likes increased +170,500

Youtube subscribers increased +15,000

Twitter followers increased +29,000

So you have a new Artist ?

“Anyway to ConnectArtist to Fan is Valuable”

“Your Live Show is Your Best Commercial”

Be Creative

Build Relationships

Give it Away

“If you can’t sell it for $5 then give it away for

Free”

Adopt New Technologies

“End Of Control”

Gerd Leonhard, MediaFuturist.com

Anyone Can...

Distribution

Marketing

Production

Provide Value...

Quality Content...

Build Awareness...

Live Promotion

Stepping stones

Go to http://youngcairo.com

Content

Awareness

To Ultimately

Connect With Fans

Reason To Buy

Appendix“Mystery, Subtlety and Community”

- Mike King (BerkleeMusic)

“Playing safe is very risky” - Seth Godin

“Your heaviest customers are evangelists” - Ian Rogers (Topspin)

“You think everybody's paying attention to what you're doing. No, they're paying attention to

what's interesting to them.” - Bob Lefsetz

http://mikeking.berkleemusicblogs.com/

http://www.sethgodin.com/sg/

http://fistfulayen.com/blog/

http://lefsetz.com/wordpress/

“Attention is the new currency” - Gerd Leonhard

“Quality is hyper efficient” - Mathieu Drouin (Manager

of Metric)

“Qualified listeners are qualified exposure”

- Marc Geiger (WME)

“Care about your customers more than about yourself, and you’ll do well” - Derek Sivers (CD Baby)

http://sivers.org/

http://www.wmeentertainment.com/

http://www.equatormusic.ca/

http://www.mediafuturist.com/

“Connect With Fans + Reason To Buy = $$$$”

- Mike Masnick (Techdirt)

http://www.techdirt.com/

“You get what you give” - Dick Huey (Toolshed Inc)

http://toolshed.biz/promovuz

Appendix

http://www.ultimatechart.com/http://twitter.com/BigChampagne

http://nextbigsound.com/http://twitter.com/nextbigsound

http://www.billboard.com/chartshttp://twitter.com/Billboarddotcom

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