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"Hilary Duff’s already a franchise, with a genuine ability to communi-cate and a desire to keep growing. She made a record that will reach her fan base and beyond, marking her ‘meta-morphosis’ from a TV and movie star to a full-fledged musical artist."
——Bob Cavallo, Buena Vista Music Group Chairman
DISNEY LOOKS TO DUFF
FOR RIGHT STUFF
Label Preps Synergistic Marketing/Promotion Strategy for Teen’s Solo Debut
There’s nothing "duff" about Disney’s campaign to turn teen TV and film icon Hilary Duff into a pop star.

The company gets to strut its synergistic stuff in a multimedia marketing/promotion strategy designed to tap the youngster’s impressive following. Duff’s debut solo album, the aptly titled Metamorphosis, marks a first-time joint release between Buena Vista Music Group and Hollywood Records; the album hits retail Aug. 26, with 600k on the streets.

After just two weeks at radio, frst single "So Yesterday," written and produced by The Matrix, impacts this week, is spinning on such major stations as KIIS, KFMD, Z100, WFKS, WDJX, WWWQ, KMXV, KKRZ, Y100, WNOU, KBKS, WSTR and a bunch more, while the video was added to MTV this week, just as "So Yesterday" was made available as a commercial single.

Said Buena Vista Music Group Chairman Bob Cavallo, who denied he had any fantasies involving Duff, Goofy and Johnny Depp: "Hilary Duff’s already a franchise, with a genuine ability to communicate and a desire to keep growing. She made a record that will reach her fan base and beyond, marking her ‘metamorphosis’ from a TV and movie star to a full-fledged musical artist. You can’t help but fall in love with her, even though, personally, I prefer the Olsen Twins."

As for the teaming of Buena Vista and Hollywood, Cavallo says: "With the amount of work in imaging, as well as TV and radio relationships, it became obvious we had to join forces. And it’s been working out fantastically so far."

Duff’s previous two albums, The Lizzie McGuire TV Soundtrack and The Lizzie McGuire Movie Soundtrack, both on Walt Disney Records, have both gone platinum, totaling sales of more than 2 million copies. They’ve also produced a pair of hit singles in "Why Not," which was on MTV’s TRL for two months, and "I Can’t Wait." The Lizzie McGuire Show was a hit for cable’s Disney Channel and the movie a box office success for Walt Disney Pictures after its release last May. The home video/DVD hits stores Aug. 12.

In a highly publicized split, Duff and Disney parted ways on her TV and film career, when negotiations broke down for another season of The Lizzie McGuire Show and a sequel to the movie, but that hasn’t stopped the company from pulling out all the stops with the album project.

Said Hollywood Records Sr. VP/GM Abbey Konowitch: "What’s exciting is that Hilary Duff has already sold more than 2 million albums while barely scratching the surface of mainstream radio or television. The messages in her music are universal, and as she grows from a teenager to a young adult, she’s bringing that audience with her and picking up more along the way."

The marketing initiatives include:

  • Co-hosted TRL’s All-Star Backyard BBQ, featuring sneak peek of Chris Applebaum-directed "So Yesterday" video.
  • MTV’s Making the Video (7/26), including world premiere of video.
  • Two music specials for the WB, one to celebrate her birthday Sept. 28, the other a Christmas program.
  • MTV Diary third week in August, VMA appearance (8/28).
  • In-store retail appearances week of release in N.Y. and L.A.
  • Covers of Teen People, Vanity Fair, YM.
  • AOL Sessions performance (August), single Most Streamed.
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