After months of meticulous planning, a hotly debated X Factor performance and the fastest-selling single of 2009, Cheryl Cole’s solo album sold in record numbers as a result of some clever micro-marketing and a lot of hard work. A glance behind the glitz of the album release, though, reveals an industry in flux, and shows how labels are changing in the face of mass digital piracy and plummeting profits.
Peter Loraine, general manager at Fascination Records, the pop label behind the album and part of Universal, put it bluntly. “There is less money to spend these days and you have to make it go further,” he said. “You have to be a lot more creative, with a lot fewer resources.”
High street record stores may have disappeared, but a huge, and growing, range of online retailers needs to be catered for. Cheryl’s label made sure that each one got a special piece of her to offer fans. Amazon got 200 signed albums; Play.com, a meet and greet and a shopping trip offer; HMV.com, personalised calendars; Orange, signed lyrics; and iTunes, an exclusive track, digital booklet and remix bundle.
“We had to make sure we were catering to every fan out there,” said Loraine. “Every outlet felt involved and excited about the release – no one was left out.” Leer más “Marketing by Cheryl Cole, David Beckham & Marmite…”