Quantcast
"This is the first time we said up front, ‘We are going to be the primary driver in taking this artist to the next level—we’re going to guarantee this.’And we did it."
——LAUNCH founder and VP/GM Dave Goldberg

LAUNCH SHOWS SOME MRAZ-MATAZZ

Online Music Company Helps Break Elektra Recording Artist
Looks like that danged ol’ Internet could finally be affecting your bottom line—in a good way.

The folks at LAUNCH say they not only monopolize the online music sphere, grabbing over half the time spent on music sites, but that they’re taking the lead in breaking artists. Dave Goldberg, LAUNCH founder and VP/GM of Music at parent company Yahoo, submits for your consideration Elektra’s Jason Mraz.

"This is the first time we said up front, ‘We are going to be the primary driver in taking this artist to the next level—we’re going to guarantee this,’" Goldberg says. "And we did it."

The potential appeal of Mraz’s single, "The Remedy," for adult audiences was clear from the outset. But Goldberg and VP Marketing & Promotion Jay Frank, who have been on the record since December but focused their efforts in a month-long promotion in May, say they helped expand the record’s listenership radically.

Between its radio and audio players, Yahoo’s information pages and instant feedback from its users, they assert, LAUNCH served both as a vehicle to push and brand Mraz as an artist and as an engine to measure audience response with speed and precision.

The effort reached an audience of some 1.8 million users per week "His sales are up 40% since the campaign started," Goldberg notes. Mraz has sold about 180k OTC.

Going through sales figures, Frank notes, "we found numbers double where there was little airplay," thanks to LAUNCH’s multi-tiered efforts. Furthermore, while Mraz already appealed to an older female demo, "within a week interest among teen females doubled; by the end of the campaign, he was a Top 30 artist for them."

"As we found people who liked the single being pushed," Frank adds, "we took a couple of extra tracks and pushed them to people—hopefully convincing them they should purchase."

Elektra GM Greg Thompson credits "a combination of the enthusiasm of the LAUNCH staff and their unique relationship with a very specific consumer. LAUNCH made the audience feel they needed to know Jason Mraz—who he is and what he represents. The staff at Elektra had already laid a great underlying foundation and strategically built the album.

"This was an artist that sonically seemed to appeal to the adult audience, and we needed an extra element to awaken the youth culture to his immense talent," adds Thompson. "LAUNCH, with its impeccable timing and ability to connect to that younger demographic, provided us with that element. They were able to pinpoint a demo that was being teased, accelerate the process and ensure success."

"A lot of times, we’ve not been good about taking credit for what we’ve done," Goldberg avers. "This is the start of something we’re going to be doing on a regular basis—we’re going to show the impact. The industry has been focused on the Net as either a source of piracy or a way to sell CDs," he ventures. "But a huge base has emerged here in the last year that’s proving a huge force in breaking new music. This is our coming-out party—this is a whole new avenue for the industry to break music."

WMG KEEPS GROWING:
A $6B FISCAL '22
Cooper sets the table for Kyncl. (11/23a)
SONG REVENUE: TURKEY TROT
The Lipmans are thankful for their superstars. (11/25a)
THE LENNY BEER
PRE-HOLIDAY ALBUM
...with all the trimmings (11/25a)
NOISEMAKERS: A THANKFUL BUNCH
The kids are alright. (11/25a)
SOME FINAL THOUGHTS FROM STEVE COOPER
All good things come to an end. (11/23a)
GRAMMY SEASON
Artists sound off on the prospect of being nominated
CATALOG ECONOMICS
They're changing the game... for some.
VOTING AGAINST FASCISM
You're helping with the runoff, right?
IS IT CHRISTMAS YET?
 Email

 First Name

 Last Name

 Company

 Country
CAPTCHA code
Captcha: (type the characters above)