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"We knew we had to appeal to previous fans, but we also needed to reach those who liked the music, but weren’t previously marketed to, so we put together a comprehensive campaign to reach all three audiences—teens (14-17), MTV (17-24) and Hot AC (24+)."
——Abbey Konowitch, Hollywood Records GM

HOLLYWOOD READIES
BBMAK ATTACK

Trio Return With More Mature Into Your Head

Hollywood Records is set to turn platinum act BBMak from boys to men two years after the release of their label debut, Sooner or Later.

The Liverpool trio—Christian Burns, Mark Barry and Stephen McNally—return with their sophomore effort, Into Your Head, Aug. 27. The label is pulling out all the stops to maximize exposure for the Rob Cavallo-produced single, "Out of My Heart (Into Your Head)," which marks the group’s development into full-fledged rock-pop auteurs, having written all the songs on the record.

Label GM "Dear" Abbey Konowitch crowed that BBMak is the hottest thing from Disney since "Steamboat Willie": "We knew we had to appeal to previous fans, but we also needed to reach those who liked the music, but weren’t previously marketed to, so we put together a comprehensive campaign to reach all three audiences—teens (14-17), MTV (17-24) and Hot AC (24+). We want this to be an event record for all fans of rock-pop music. Our success in growing the audience will be measured by how we market this record and artist."

The label had a massive on-air promotion with Clear Channel stations KIIS L.A. and Z100 N.Y. where they gave away a 2002 Mini Cooper automobile to a consumer in each market. They also mailed 50 special CDs with the sound of a car honking to individual radio PDs, who then became eligible for their own drawing to win the car, which was featured in the band’s "Still on Your Side" video from their first album.

Said Sr. VP Promotion Justin "Three Coins in the" Fontaine, who has the track all over Top 40 and Hot AC: "We knew we had a great song. We needed to find a way to get radio to pay attention, and the Mini Cooper giveaway was key. Radio is now perceiving this as a rock-pop band. The song cuts through all the hard rock and hip-hop with an uptempo, bright rock-pop sound for the summer."

Added Sr. VP Marketing, Sales & Synergy Daniel Savage: "In this increasingly competitive marketplace, we wanted to do everything we could to make sure our share of voice was loudest with the consumer by surrounding our targets with a variety of mass-impression, third-party promotions that can not only deliver reach but compelling associations. No, I don’t know what the heck that means either."

Some of those initiatives include:

* National clothing retailer Wet Seal will display the video, custom IDs and exclusive interview footage on TV monitors in each of their 586 stores for a total of 2 million impressions. There will also be a cross-promotion with Trans World (FYI) offering bounceback coupons for money off purchases at both chains.

*In addition, there's a tie-in with the Alloy teen catalog. 

* The video for "Out of My Heart…" premiered on AOL, with the band recording an exclusive in-studio performance for [email protected] and an interview for AOL Music, for a total of 100 million impressions..

* Video is on at VH1 and will premiere on MTV’s TRL 7/30.

* Appearances on Nickelodeon’s All That, MTV’s Cribs, The View, Live with Regis & Kelly and the Teen Choice Awards (8/4).

*Extensive MTV and lifestyle TV advertising over the two weeks prior to release.

* MovieTunes will feature the single on 20,000 screens daily, with 12 million impressions.

* The label is shipping 400k prior to the 8/27 release date.

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