the entertainment industry hot music and the marketing of an artist santana
TRANSCRIPT
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The Entertainment Industry
Hot Music and the Marketing of an
Artist
Santana
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Making the Connection
Previous record label was convinced Santana was past prime and too oldLast Number 1 album was in 1971Was reinvention or repositioning of the product required or changing of the image?
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Role of Artista Records and Clive
DavisHeard a performance at Radio City Music HallSigned Santana to Arista label in anticipation of fresh influx of music and creativity combined with legendary status would be explosiveDavis and Santana felt that the record should include new collaborations and not be a “tribute” albumPrevious release was a compilation of hits
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Role of Collaborative
ArtistsDiversification of appeal across market segments
i.e., Rob Thomas, Dave Matthews and Lauryn HillNow attract younger, diversified segments in addition to traditional listeners
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Role of Perceived Latin Invasion
Ricky MartinJennifer LopezMarc AnthonyGloria Estefan
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Developing the Product Extension – Results?
What is my brand image for Santana? How is this alternatively helpful and hurtful?MerchandisingPublic Relations Opportunities
Fundraising Grant Development
Tour Dates – Live PerformancesTV Spots with other artisits
CBS Spot with Ricky Martin
What is the PLC of this product and incarnation?
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Role of Publicity and Public Relations
Milagro FoundationChildren’s Educational Grants and Donations to Doctors without Borders
Hard Rock Café and Fundraising Cooperative StrategiesHow does this impact sales and fundraising?
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Importance of Billboard Charts and MTV
What role does Billboard play in the success of an artist and release?
Reporter roleSales StimulatorInteractive Role
MTV – Viacom CompanyMarketing Perspective
Role in Dissemination of Information and Awareness and Familiarity
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Role of the Internet
Alternative Distribution Channel
Direct MarketingHome Page
CD Now
Promotional Opportunities
Cooperative ads with Amazon.com, CDNow
Public Relations Generation
Billboard, GuitarPlayer.comMTV Voter Polls
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The Internet ShopperWhat is the Profile of the Traditional Internet Shopper?
Men?Sales Potential?New Markets or Established Segments?