[klaatumail] Re: Amazon CD sales
- From: Jaimie Vernon <bullseyecanada@xxxxxxxxxxx>
- To: <klaatumail@xxxxxxxxxxxxx>
- Date: Mon, 10 Aug 2009 17:07:53 -0400
At Date: Mon, 10 Aug 2009 15:29:11 -0400
> > Yup. And, in fact, record labels were advertising on the
> > back cover of LPs and in the dust sleeves since the invention
> > of the format in 1949. This is NOT a new concept...what it
> > is, is a revival of an old concept.
>
> Well, yes and no. The ads on the dust sleeves and back covers were
> usually for other releases on that label. For example, a Carpenters
> album on A&M would have ads for Tijuana Brass albums on A&M, but not for
> makeup and clothing, etc.
>
> Occasionally you'd see an ad for something like a record cleaner, which
> was again related to the item purchased (a record), not something
> totally unrelated.
And that only had to do with the infancy and short-sightedness of the industry
at the time. Marketing 'swag' was a foreign concept until the Beatles turned it
into an industry (one that they, unfortunately, never got a piece of...cause
Brian Epstein hadn't figured out that he needed to keep a piece of the rights
for the band).
Record labels up until two or three years ago never dreamed of stepping outside
their own industry to PROMOTE their industry. Until Virgin Records launched
Virgin Radio a few years ago, it had never occurred to ANYONE at the labels
that it was a smart business move to OWN the radio station that was
broadcasting your product. The model until then had been to convince OTHER
broadcasters to try and play your stuff.
Similarly, it's finally dawning on the labels that instead of having Mariah
Carey appear in a Revlon commercial as a tertiary promotion to sell an album --
from which the label derives no direct benefit except the exposure of having
their artist in a high profile ad campaign that may or may NOT help sell an
album -- they're putting that ad campaign IN the album itself, and having
Revlon compensate them for promoting REVLON's products. Not the other way
around...as it had always been.
Like a newspaper flyer or an ad on TV, Mariah's new album is being driven
directly into the homes of clients...and the makers of ancilliary products want
access to those customers. The marriage of these two ideas has been a long time
coming....the fact that the labels have taken 6 decades to figure it out shows
you how far behind the curve they are in trying to keep up with an industry
that's left them broke(n).
Jaimie Vernon,
President, Bullseye Records
1-800-JOE-RADI(O) // 1-800-563-7234
CDs: http://www.bullseyecanada.com
MP3s: http://www.bullseyesongs.com
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Author, Canadian Pop Music Encyclopedia
http://jam.canoe.ca/Music/Pop_Encyclopedia/
PERSONAL - http://www.myspace.com/jaimievernonsmovingtargetz
- http://radio3.cbc.ca/bands/Jaimie-Vernon
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