Urban Myth Club is a UK-based electronic/dance band that achieved success with their debut album "Helium" in 2007. They are now preparing to release their new album "Open Up" in February 2011. The summary provides background on Urban Myth Club and their previous success. It then outlines the objectives and strategy for the PR campaign to promote the launch of "Open Up", which includes generating buzz before the release date through traditional and new media coverage, building their fan base online, and selling 50,000 albums. Tactics proposed include a flyering campaign, charity involvement, registering with music publishers, social media updates, viral videos, and incentivizing fans to spread word of the launch.
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1. Arist Biog:
One of many UK Dance and Electronica bands who have offered something different. Urban Myth
Club’s first debut album ‘Helium’ which has been a previously acclaimed album that became a
chart-topper and award-winner in its genre category offering a unique ‘chill-out and down-tempo’
vibe most bands haven’t managed to deliver. ‘No wonder’ they have become one of the most
successful bands that created excitement within the press with their debut album Helium, hailed as a
classic. With such great success, the band are about to release a new hot album, much to the
excitement of their already sizeable army of fans, ‘Open Up’ which is expected to be a success and
recognition imminent, the exhilarating, newfangled sound that they have made is guaranteed to add
interest internationally.
PR Campaign: Album Launch of ‘Open Up’
February 2011
This is a campaign plan for the launch of Urban Myth Club’s upcoming album ‘Open Up’. It aims to
provide a detailed strategic plan for the launch of the album.
Background:
Urban Myth Club is a UK based collective that consists of a number of established artists, a down-
tempo, and chill-out and electronic band. Performed at Glastonbury in 2005 and played at the main
stage of The Big Chill. They released there first debut album, ‘Helium’ in 2007, and was acclaimed as
one of the best down-tempo albums ever released (Blues and Soul magazine). The album became a
2. bestseller on Amazon, hitting the NO.1 spot in the Chill chart and a regular Top 10 in the Dance and
Electronica charts.
Objectives:
• Album sales of 50000
• 10 high level syncs
• Create a buzz of the new album before February 2011
• Generating press coverage through the : Use of traditional media: National and regional press
coverage and reviews, Radio and Magazines ; Use of new media: internet media coverage, online
social networking, blogs and podcasts
• High-quality press reviews
• Further build fan base and increased online presence
Strategy:
The key strategy is to conduct tactics that will raise awareness of ‘Open Up’ to the targeted audience.
1. Sending press releases about the album launch
2. Using media relations to raise the profile of Open Up through attention-grabbing activities
3. Get Urban Myth Club’s fans involved
Tactics:
1. Flyer campaign and street team : get fans to distribute flyers on streets
2. Charity involvement:
3. Register with publishers : music sync
4. Social network sites updates
5. Viral videos: spread across all social networking sites
6. Fans involvement: the fans that spread the album launch the most to social networks and creates
the most buzz can get a signed album for free
