Black Keys 'El Camino' Album Campaign

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A case study on the Black Keys 'El Camino' Album Campaign. The presentation highlights the importance of fan engagement and Direct to Fan.

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Black Keys 'El Camino' Album Campaign

  1. 1. The Black Keys El Camino Will Barton @thewillbartonThursday, 6 September 12
  2. 2. The Black Keys El Camino A case study. Will Barton @thewillbartonThursday, 6 September 12
  3. 3. Which tiers your fans are in? What are these fans interested in? How to move them up the ladder?Thursday, 6 September 12
  4. 4. What is a new model approach that s working?Thursday, 6 September 12
  5. 5. Thursday, 6 September 12
  6. 6. 12 years 6 albums Millions of fansThursday, 6 September 12
  7. 7. Relevant for All ArtistThursday, 6 September 12
  8. 8. Thursday, 6 September 12
  9. 9. Thursday, 6 September 12
  10. 10. Thursday, 6 September 12
  11. 11. Great contentThursday, 6 September 12
  12. 12. Great content Connecting with fansThursday, 6 September 12
  13. 13. Great content Connecting with fans A reason to buyThursday, 6 September 12
  14. 14. Mystery, Subtlety and Community Mike King, BerkleeMusic.comThursday, 6 September 12
  15. 15. Thursday, 6 September 12
  16. 16. WILL S MUSIC BIZ TOP 5Thursday, 6 September 12
  17. 17. WILL S MUSIC BIZ TOP 5 ValueThursday, 6 September 12
  18. 18. WILL S MUSIC BIZ TOP 5 Value ContentThursday, 6 September 12
  19. 19. WILL S MUSIC BIZ TOP 5 Value Content AwarenessThursday, 6 September 12
  20. 20. WILL S MUSIC BIZ TOP 5 Value Content Awareness Connect With FansThursday, 6 September 12
  21. 21. WILL S MUSIC BIZ TOP 5 Value Content Awareness Connect With Fans Reason To BuyThursday, 6 September 12
  22. 22. Value (defined: emotional, informational exchange, deliver something special, fan participationThursday, 6 September 12
  23. 23. Content (defined: visual, interactive and engaging, relevant, worth sharing)Thursday, 6 September 12
  24. 24. Awareness (defined: targeted, exclusives, affirmation, access, identifying tiers of fans, give aways, exchanging email for media)Thursday, 6 September 12
  25. 25. Connecting with Fans (defined: giving something of value in return for permission)Thursday, 6 September 12
  26. 26. Reasons To Buy (defined: bundling items, offer a FREE option everything upto an amazing $100 option)Thursday, 6 September 12
  27. 27. Playing safe is very risky Seth Godin, SethGodin.comThursday, 6 September 12
  28. 28. OCTOBERThursday, 6 September 12
  29. 29. October 9th Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeThursday, 6 September 12
  30. 30. October 9th Car ad in Akron Beacon Journal It starts in Akron, Ohio. posted by a “fan” on Black Keys Fan LoungeThursday, 6 September 12
  31. 31. Thursday, 6 September 12
  32. 32. October 9th Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeThursday, 6 September 12
  33. 33. October 9th Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge WannaBuyAVan.comThursday, 6 September 12
  34. 34. Thursday, 6 September 12
  35. 35. Thursday, 6 September 12
  36. 36. Unique video distribution strategyThursday, 6 September 12
  37. 37. Unique video distribution strategy We ve seen this beforeThursday, 6 September 12
  38. 38. Thursday, 6 September 12
  39. 39. Thursday, 6 September 12
  40. 40. NOVEMBERThursday, 6 September 12
  41. 41. October 9th Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeThursday, 6 September 12
  42. 42. October 9th Targeted Press and Car ad in Akron Beacon Journal posted by Promotion Lounge a “fan” on Black Keys FanThursday, 6 September 12
  43. 43. October 9th Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeThursday, 6 September 12
  44. 44. October 9th Car ad in Akron Beacon Journal It starts in Akron, Ohio. posted by a “fan” on Black Keys Fan LoungeThursday, 6 September 12
  45. 45. October 9th Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeThursday, 6 September 12
  46. 46. October 9th Car ad in Akron Beacon Journal BlackKeysElCamino.com posted by a “fan” on Black Keys Fan LoungeThursday, 6 September 12
  47. 47. Thursday, 6 September 12
  48. 48. Thursday, 6 September 12
  49. 49. October 9th Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeThursday, 6 September 12
  50. 50. October 9th Mailing List Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeThursday, 6 September 12
  51. 51. October 9th Mailing List Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge ExclusivesThursday, 6 September 12
  52. 52. October 9th Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeThursday, 6 September 12
  53. 53. October 9th Album Show Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge AnnouncementsThursday, 6 September 12
  54. 54. DECEMBERThursday, 6 September 12
  55. 55. October 9th Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeThursday, 6 September 12
  56. 56. October 9th Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge Album Release DatesThursday, 6 September 12
  57. 57. October 9th Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeThursday, 6 September 12
  58. 58. October 9th Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge Tour Dates AnnouncedThursday, 6 September 12
  59. 59. October 9th Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeThursday, 6 September 12
  60. 60. October 9th Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge Push for ReleaseThursday, 6 September 12
  61. 61. October 9th Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeThursday, 6 September 12
  62. 62. October 9th Album leaks aJournal Car ad in Akron Beacon week posted by a “fan” on Black Keys Fan Lounge prior to releaseThursday, 6 September 12
  63. 63. October 9th Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeThursday, 6 September 12
  64. 64. October 9th Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge Pre-Sale AnnouncedThursday, 6 September 12
  65. 65. October 9th Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeThursday, 6 September 12
  66. 66. October 9th ConnectedBeacon Journal Car ad in Akron with Fans posted by a “fan” on Black Keys Fan LoungeThursday, 6 September 12
  67. 67. October 9th ConnectedBeacon Journal Car ad in Akron with Fans posted by a “fan” on Black Keys Fan LoungeFan wants to be involvedThursday, 6 September 12
  68. 68. VALUEThursday, 6 September 12
  69. 69. Thursday, 6 September 12
  70. 70. October 9th Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan LoungeThursday, 6 September 12
  71. 71. October 9th Car ad in Akron Beacon Journal posted by a “fan” on Black Keys Fan Lounge WannaBuyAVan.comThursday, 6 September 12
  72. 72. EXPERIENCE AROUND THE MUSICThursday, 6 September 12
  73. 73. Thursday, 6 September 12
  74. 74. Increased fan experienceThursday, 6 September 12
  75. 75. Thursday, 6 September 12
  76. 76. Attention is the new currency Gerd Leonhard, MediaFuturist.comThursday, 6 September 12
  77. 77. ]Thursday, 6 September 12
  78. 78. "You think everybodys EXPERIENCE AROUND paying attention to what youre doing. No, theyre paying attention to whats interesting to them." Bob Lefsetz, Lefsetz LetterThursday, 6 September 12
  79. 79. CONTENTThursday, 6 September 12
  80. 80. Lonely Boy Release with videoThursday, 6 September 12
  81. 81. Thursday, 6 September 12
  82. 82. Quality is hyper efficient Mathieu Drouin, Manager of MetricThursday, 6 September 12
  83. 83. Content worth spreadingThursday, 6 September 12
  84. 84. People will always talk about you so, give them something to talk about . Brian Solis, BrianSolis.comThursday, 6 September 12
  85. 85. Thursday, 6 September 12
  86. 86. 400,000+ views in first 24 hoursThursday, 6 September 12
  87. 87. Thursday, 6 September 12
  88. 88. peoples attention is fleeting Ian Rogers, Topspinmedia.comThursday, 6 September 12
  89. 89. Limited attention span We all need to be expert marketersThursday, 6 September 12
  90. 90. Thursday, 6 September 12
  91. 91. Thursday, 6 September 12
  92. 92. Excites and Energises FansThursday, 6 September 12
  93. 93. Care about your customers more than about yourself, and you ll do well Derek Sivers, Sivers.orgThursday, 6 September 12
  94. 94. AWARENESSThursday, 6 September 12
  95. 95. Thursday, 6 September 12
  96. 96. Super fans before anyone elseThursday, 6 September 12
  97. 97. Thursday, 6 September 12
  98. 98. Your heaviest customers are evangelists Ian Rogers, Topspinmedia.comThursday, 6 September 12
  99. 99. Trusted FiltersThursday, 6 September 12
  100. 100. Thursday, 6 September 12
  101. 101. Thursday, 6 September 12
  102. 102. Thursday, 6 September 12
  103. 103. Thursday, 6 September 12
  104. 104. Thursday, 6 September 12
  105. 105. CONNECTING WITH FANSThursday, 6 September 12
  106. 106. Thursday, 6 September 12
  107. 107. Respecting FansThursday, 6 September 12
  108. 108. You get what you give Dick Huey, Toolshed.bizThursday, 6 September 12
  109. 109. REASON TO BUYThursday, 6 September 12
  110. 110. Vinyl + Limited Shirt Pre SaleThursday, 6 September 12
  111. 111. ResultsThursday, 6 September 12
  112. 112. Thursday, 6 September 12
  113. 113. No. 2 Billboard ChartThursday, 6 September 12
  114. 114. No. 2 Billboard Chart First Show sells out in 15 Minutes at Madison Square GardensThursday, 6 September 12
  115. 115. No. 2 Billboard Chart First Show sells out in 15 Minutes at Madison Square Gardens El Camino first week +206,000 unitsThursday, 6 September 12
  116. 116. Thursday, 6 September 12
  117. 117. Sept 14th - Dec 12th Facebook likes increased +170,500 Youtube subscribers increased +15,000 Twitter followers increased +29,000Thursday, 6 September 12
  118. 118. So you have a new Artist ?Thursday, 6 September 12
  119. 119. Anyway to Connect Artist to Fan is ValuableThursday, 6 September 12
  120. 120. Your Live Show is Your Best Commercial Ian Rogers, Topspinmedia.comThursday, 6 September 12
  121. 121. Be CreativeThursday, 6 September 12
  122. 122. Thursday, 6 September 12
  123. 123. Thursday, 6 September 12
  124. 124. Build RelationshipsThursday, 6 September 12
  125. 125. Thursday, 6 September 12
  126. 126. Thursday, 6 September 12
  127. 127. Thursday, 6 September 12
  128. 128. Give it AwayThursday, 6 September 12
  129. 129. Thursday, 6 September 12
  130. 130. Thursday, 6 September 12
  131. 131. If you can t sell it for $5 then give it away for Free Ian Rogers, Topspinmedia.comThursday, 6 September 12
  132. 132. Adopt New TechnologiesThursday, 6 September 12
  133. 133. Thursday, 6 September 12
  134. 134. Thursday, 6 September 12
  135. 135. End Of Control Gerd Leonhard, MediaFuturist.comThursday, 6 September 12
  136. 136. Anyone Can...Thursday, 6 September 12
  137. 137. Production Distribution MarketingThursday, 6 September 12
  138. 138. Thursday, 6 September 12
  139. 139. Provide Value...Thursday, 6 September 12
  140. 140. Thursday, 6 September 12
  141. 141. Thursday, 6 September 12
  142. 142. Thursday, 6 September 12
  143. 143. Thursday, 6 September 12
  144. 144. Thursday, 6 September 12
  145. 145. Quality Content...Thursday, 6 September 12
  146. 146. Thursday, 6 September 12
  147. 147. Thursday, 6 September 12
  148. 148. Thursday, 6 September 12
  149. 149. Build Awareness...Thursday, 6 September 12
  150. 150. Live PromotionThursday, 6 September 12
  151. 151. Thursday, 6 September 12
  152. 152. Stepping stonesThursday, 6 September 12
  153. 153. Thursday, 6 September 12
  154. 154. Thursday, 6 September 12
  155. 155. Go to http://youngcairo.comThursday, 6 September 12
  156. 156. Thursday, 6 September 12
  157. 157. ValueThursday, 6 September 12
  158. 158. Value ContentThursday, 6 September 12
  159. 159. Value Content AwarenessThursday, 6 September 12
  160. 160. To UltimatelyThursday, 6 September 12
  161. 161. Thursday, 6 September 12
  162. 162. Connect With FansThursday, 6 September 12
  163. 163. Connect With Fans Reason To BuyThursday, 6 September 12
  164. 164. Appendix “Mystery, Subtlety and Community” “Quality is hyper efficient” - Mike King (BerkleeMusic) - Mathieu Drouin (Manager of Metric) http://mikeking.berkleemusicblogs.com/ http://www.equatormusic.ca/ “Playing safe is very risky” - Seth Godin “Qualified listeners are qualified http://www.sethgodin.com/sg/ exposure” - Marc Geiger (WME) http://www.wmeentertainment.com/ “Your heaviest customers are evangelists” “Care about your customers more than about - Ian Rogers (Topspin) yourself, and you’ll do well” - Derek Sivers (CD Baby) http://fistfulayen.com/blog/ http://sivers.org/ “You think everybodys paying attention to what youre doing. “Connect With Fans + Reason To Buy No, theyre paying attention to = $$$$” whats interesting to them.” - Mike Masnick (Techdirt) - Bob Lefsetz http://www.techdirt.com/ http://lefsetz.com/wordpress/ “You get what you give” “Attention is the new currency” - Dick Huey (Toolshed Inc) - Gerd Leonhard http://toolshed.biz/promovuz http://www.mediafuturist.com/Thursday, 6 September 12
  165. 165. Appendix http://www.ultimatechart.com/ http://twitter.com/BigChampagne http://nextbigsound.com/ http://twitter.com/nextbigsound http://www.billboard.com/charts http://twitter.com/BillboarddotcomThursday, 6 September 12

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