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The Band: Camera Obscura
From left to right, top row: Lee Thompson (Drums), Kenny
McKeeve (Guitar, Mandolin, Harmonica, Vocals) & Gavin Dunbar
(Bass)
3. Bottom row: Traceyanne Campbell (Vocals) & Carey Lander
(Piano, Organ, Vocals)
About the Band
Camera Obscura is an indie band from Glasgow Scotland and
formed in 1996. The band’s style of music is indie and pop
rock with a touch of soul. The band’s music is Norah Jones
meets the Plain White T’s with an image of the 1950s.
The band has toured extensively in the United Kingdom and
Europe. It has recently started touring in Asia and the United
States in 2004. The band has established a great presence on
the home front but is definitely making its way towards the
states. Recent visits include Texas and New York.
This coming year, the band will be touring throughout the
summer in major cities, such as San Francisco, New York City,
Los Angeles and others.
Past Releases
My Maudlin Career
Released April 21, 2009
4. Made it to 32 on the UK Albums Chart,
37 on Irish Albums Chart, and 87 on the Billboard 200 Chart
in the United States.
Let’s Get Out of This Country
Released June 1, 2006
Made it to 125 on the UK Albums Chart.
Underachievers Please Try Harder Biggest Bluest Hi Fi
Released September 1, 2003
Released November 1, 2001
5. Features
The band’s music has been featured in the following:
Friday Night Lights (Television Series, Episode 5)
Aired October 2006
Viewer Ratings: Average of 5.6 million for each season
P.S. I Love You (Major Motion Picture)
Released World Wide December 21, 2007
Grossed $53,680,848
7. The fan pack will include the latest CD by the band, a T-shirt
and will come in a specialized (paper) box that will look like the
Camera Obscura box that was considered an early version of the
camera.
Target Audience
8. Fans are men and women, ranging from 25 to 35 years old.
They’re middle class people. In this case, they have extra
spending money and may not have as many priorities or
responsibilities, such as children or a mortgage. In the United
States, they reside near or in metropolitan cities.
Interests
The fans are regular concert attendees and music festival lovers.
They are also fans of indie and light rock, and somewhat follow
the fashion trends but really don’t.
Retail Marketing
Where the product will be available on site:
9. Barnes & Noble will have a display table of the fan pack along
with books of P.S. I Love You and movie posters the size of 8
½ x 11 as well.
10. The fan pack will be available at Hot Topic Stores and the CD
will be in the listening post so fans as well as potential fans
can listen.
Online Marketing
11. The fan pack will be available online on the band’s Web site,
the physical retailer’s site and be marketed on all social
networking sites.
12. Details
The overall goal of this distribution plan is to sell the fan
pack in niche stores as mentioned (shown along with a still
from the movie) earlier and market it online and among social
networking sites. The band’s rise in popularity is soaring and
with the summer tour just around the corner, the product will
surely do well. (Our department within the label is working
closely with the marketing and publicity departments, but the
following is based on what will be spent for this project.)
Last, producing this product for fans and potential fans is
aimed to be meaningful so that fans are not only happy, but
will return in the future to further support the band.
Expenses
13. The band’s label, 4AD, is headquarter in the United
Kingdom, but we do have an office in the Los Angeles area.
Basically, our office will oversee the fan pack’s launch and not
necessarily need to “outsource” outside the country, but
instead will be using a manufacturer in the states. (We felt
this was a better idea since the majority of the product should
be sold in America because we are working on getting the band
established here.) In addition, this manufacturer will ship the
product to selected cities that have been chosen in or near by
the group will be passing through while on tour. 10,000 fan
packs will be made and sold within the physical stores in
addition to the online sites.
The product will be sold for $40.00 since it includes both
the CD and T-shirt. (And of course taxes will mostly likely be
added on but this is charged to the customer depending on
what state he or she resides.) The product will make an
overall $400,000 when all are sold. 500 packs will be free
goods and cost $20,000, which $380,000 will remain in
profit. However, costs such as listening stations, positioning
(display in Barnes & Noble), posters, shipping, online
advertising, and licensing fees (to use the still from the movie)
will total $40,150. In addition, the manufacturing costs will
be $52,214 including a surcharge. Furthermore, $10,000 will
be set aside for any unforeseen costs. The total in profit
should be $277,636.
14. At this point there really isn’t any other fees or costs
that will be needed since we will be using much of our own
resources. In addition, the band will receive royalties from (the
performance rights organization it is signed up with) for all
albums sold (within the pack), except free goods because they
are used for promotional purposes.
Contact Information:
For all inquiries, please contact project manager Nicole Carabajal
at:
nickicarbie@4ad.com
Thank You!
