music industry case studY

OUR FIRST TRUE TEST OF TAKING AN UNKNOWN BAND TO THE PUBLIC

 

Highlights

  • www.fearlessmusic.com featured band
  • Featured New Release on front page of iTunes
  • 2000+ street team members
  • www.famecast.com video contest winner
  • AOL, Sirius, Music Choice, Yahoo all added this quarter
  • #1 on Sirius Radio's "Octane" channel
  • Reached #25 on Rock radio charts
  • Street teams set up in 41 states and internationally in both Canada and Japan
  • Featured Hot Band on front page of iTunes 8 weeks into release
  • Attained support spots for tours with Daughtry, Candlebox, Sick Puppies, Hurt and Tesla

 

 

 

* Cinder Road on the front page of iTunes

 

 

"Road" map

STEP 1: Evalution of brand and design/develop online presence

http://www.myspace.com/cinderroad - CLICK HERE TO VIEW -

- 0 to 500,000+ plays
- Routine maintenance and friend acquisition
- Ongoing blogs and video journals
- Tour promotion

 

E-card used for tour support, PR and Industry awareness - CLICK HERE TO VIEW -

Web Graphics to be used for consistent brand promo - CLICK HERE TO VIEW -

 

STEP 2: Develop street team


www.myspace.com/cinderroadstreetteam - CLICK HERE TO VIEW -


- From 0 to 2000+ members
- 3000+ unique message board posts
- 500+ Blogs chatted on daily (music forums and “bands sound like Cinder Road”)
- Viral banner posting
- Fan involvement contests
- Radio promotion support
 

 

STEP 3: Guerilla / Viral marketing



“Get In, Get Out” video distribution to over 150 online outlets

Promotional download card developed and distributed to 10,000 college students

Incentive based street team contest to promote CD release resulting in over:

- 4,000 emails
- 1,000 message posts
- 1,000 radio requests
- 60 stores cleared
- 5,000 texts sent in support of an online promotion

 

 

STEP 4: Public Relations

 

Development of a press release to generate interest

Contact with radio, news, magazines, forums and all online formats to get press and interviews

Band newspaper “The Phoenix” distribution to entire street team