black keys 'el camino' album campaign
DESCRIPTION
A case study on the Black Keys 'El Camino' Album Campaign. The presentation highlights the importance of fan engagement and Direct to Fan.TRANSCRIPT
The Black Keys ‘El Camino’
@thewillbartonWill Barton
Thursday, 6 September 12
The Black Keys ‘El Camino’
A case study.
@thewillbartonWill Barton
Thursday, 6 September 12
Which tiers your fans are in?
What are these fans interested in?
How to move them up the ladder?
Thursday, 6 September 12
What is a new model approach that’s working?
Thursday, 6 September 12
Thursday, 6 September 12
12 years6 albums
Millions of fans
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Relevant for All Artist
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Great content
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Great content
Connecting with fans
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Great content
Connecting with fans
A reason to buy
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“Mystery, Subtlety and Community”
Mike King, BerkleeMusic.com
Thursday, 6 September 12
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WILL’S ‘MUSIC BIZ’ TOP 5
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WILL’S ‘MUSIC BIZ’ TOP 5Value
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WILL’S ‘MUSIC BIZ’ TOP 5Value
Content
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WILL’S ‘MUSIC BIZ’ TOP 5Value
ContentAwareness
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WILL’S ‘MUSIC BIZ’ TOP 5
Connect With Fans
ValueContentAwareness
Thursday, 6 September 12
WILL’S ‘MUSIC BIZ’ TOP 5
Connect With FansReason To Buy
ValueContentAwareness
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Value(defined: emotional, informational exchange, deliver something special, fan participation
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Content(defined: visual, interactive and engaging, relevant, worth sharing)
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Awareness(defined: targeted, exclusives, affirmation, access, identifying tiers of fans, give aways, exchanging email for media)
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Connecting with Fans(defined: giving something of value in return for permission)
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(defined: bundling items, offer a FREE option everything upto an amazing $100 option)
Reasons To Buy
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“Playing safe is very risky”
Seth Godin, SethGodin.com
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OCTOBER
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October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge
Thursday, 6 September 12
October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeIt starts in Akron, Ohio.
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Thursday, 6 September 12
October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge
Thursday, 6 September 12
October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeWannaBuyAVan.com
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Unique video distribution strategy
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Unique video distribution strategy
We’ve seen this before
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NOVEMBER
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October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge
Thursday, 6 September 12
October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge
Targeted Press and Promotion
Thursday, 6 September 12
October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge
Thursday, 6 September 12
October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeIt starts in Akron, Ohio.
Thursday, 6 September 12
October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge
Thursday, 6 September 12
October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeBlackKeysElCamino.com
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October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge
Thursday, 6 September 12
October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge
Mailing List
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October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge
Mailing List Exclusives
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October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge
Thursday, 6 September 12
October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge
Album Show Announcements
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DECEMBER
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October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge
Thursday, 6 September 12
October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeAlbum Release Dates
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October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge
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October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeTour Dates Announced
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October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge
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October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungePush for Release
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October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge
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October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeAlbum leaks a week prior to release
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October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge
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October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungePre-Sale Announced
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October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge
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October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeConnected with Fans
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October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeConnected with Fans
Fan wants to be involved
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VALUE
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October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge
Thursday, 6 September 12
October 9th
Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeWannaBuyAVan.com
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EXPERIENCE AROUND THE MUSIC
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Increased fan experience
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“Attention is the new currency”
Gerd Leonhard, MediaFuturist.com
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]
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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
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CONTENT
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‘Lonely Boy’ Release with video
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“Quality is hyper efficient”
Mathieu Drouin, Manager of Metric
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Content worth spreading
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“People will always talk about you so,
give them something to talk about”.
Brian Solis, BrianSolis.com
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400,000+ views in first 24 hours
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“peoples attention is fleeting”
Ian Rogers, Topspinmedia.com
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Limited attention span We all need to be expert marketers
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Excites and Energises Fans
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“Care about your customers
more than about yourself, and you’ll
do well”
Derek Sivers, Sivers.orgThursday, 6 September 12
AWARENESS
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Super fans before anyone else
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“Your heaviest customers are evangelists”
Ian Rogers, Topspinmedia.com
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Trusted Filters
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CONNECTING WITH FANS
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Respecting Fans
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“You get what you give”
Dick Huey, Toolshed.biz
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REASON TO BUY
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Vinyl + Limited ShirtPre Sale
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Results
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No. 2 Billboard Chart
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No. 2 Billboard Chart
First Show sells out in 15 Minutes at Madison Square Gardens
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No. 2 Billboard Chart
First Show sells out in 15 Minutes at Madison Square Gardens
El Camino first week +206,000 units
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Thursday, 6 September 12
Sept 14th - Dec 12th
Facebook likes increased +170,500
Youtube subscribers increased +15,000
Twitter followers increased +29,000
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So you have a new Artist ?
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“Anyway to ConnectArtist to Fan is Valuable”
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“Your Live Show is Your Best Commercial”
Ian Rogers, Topspinmedia.com
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Be Creative
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Build Relationships
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Give it Away
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“If you can’t sell it for $5 then give it away for
Free”
Ian Rogers, Topspinmedia.com
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Adopt New Technologies
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“End Of Control”
Gerd Leonhard, MediaFuturist.com
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Anyone Can...
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Distribution
Marketing
Production
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Provide Value...
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Quality Content...
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Build Awareness...
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Live Promotion
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Stepping stones
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Value
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Value
Content
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Value
Content
Awareness
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To Ultimately
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Connect With Fans
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Connect With Fans
Reason To Buy
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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
Thursday, 6 September 12
Appendix
http://www.ultimatechart.com/http://twitter.com/BigChampagne
http://nextbigsound.com/http://twitter.com/nextbigsound
http://www.billboard.com/chartshttp://twitter.com/Billboarddotcom
Thursday, 6 September 12