Jay-Z and Kanye
West released one of the most anticipated albums on the year, Watch the Throne on
August 8, 2011, Its sales of close to 500,000 albums in the first week wasn't
just serendipity. It went No. 1 in 23 countries on iTunes.
On the day of the release, Island Def Jam used Twitter to generate
excitement for a pop-up store in Manhattan, simultaneously connecting the
digital and physical experiences.
For three days only, fans in New York City were able to see the
Maybach featured in the video for the first song off the album and purchase the
physical album, amplifying excitement for the video and the album. Securing
assets can be difficult, but they can give a big boost your connections with
fans.
Utilize social media tracking tools you are familiar with to track
data for reporting once your project is complete. Through a partnership with
Vevo, both the label and the artists were able to be compensated for each of
the 5,000,000 views the video received on YouTube.
Creating buzz in the online world and social media space is no
easy task. You will need to utilize your relationships with online editors,
bloggers, and the general fan base of your client. Initiate contact, follow up,
provide content, and follow up again!
Once you've delivered your message and made all of your cool
content available to the public, keep an eye on the conversations across all
spaces. Here, you can see seven of the top trending topics on Twitter are song
titles from Watch
the Throne.
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