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


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



October 9th

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




Unique video distribution strategy


Unique video distribution strategy

We’ve seen this before




NOVEMBER


October 9th



October 9th


Targeted Press and Promotion


October 9th



October 9th

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


October 9th



October 9th

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




October 9th



October 9th


Mailing List


October 9th


Mailing List Exclusives


October 9th



October 9th


Album Show Announcements


DECEMBER


October 9th



October 9th

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


October 9th



October 9th

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


October 9th



October 9th

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


October 9th



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



October 9th

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


October 9th



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


VALUE



October 9th



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



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


http://youngcairo.com

http://youngcairo.com


Value


Value

Content


Value

Content

Awareness


To Ultimately



Connect With Fans


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


http://mikeking.berkleemusicblogs.com

http://mikeking.berkleemusicblogs.com







http://sivers.org

http://sivers.org

http://www.wmeentertainment.com

http://www.wmeentertainment.com

http://www.equatormusic.ca

http://www.equatormusic.ca

http://www.mediafuturist.com

http://www.mediafuturist.com

http://www.techdirt.com

http://www.techdirt.com



Appendix

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

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

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


http://www.ultimatechart.com

http://www.ultimatechart.com

http://twitter.com/#!/BigChampagne

http://twitter.com/#!/BigChampagne

http://nextbigsound.com

http://nextbigsound.com

http://twitter.com/nextbigsound

http://twitter.com/nextbigsound

http://www.billboard.com/charts#/charts

http://www.billboard.com/charts#/charts

http://twitter.com/Billboarddotcom

http://twitter.com/Billboarddotcom

Entertainment & Humor

Black Keys 'El Camino' Album Campaign