The Entertainment Industry Hot Music and the Marketing of an Artist Santana.

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Presentation transcript:

The Entertainment Industry Hot Music and the Marketing of an Artist Santana

Making the Connection Previous record label was convinced Santana was past prime and too old Last Number 1 album was in 1971 Was reinvention or repositioning of the product required or changing of the image?

Role of Artista Records and Clive Davis Heard a performance at Radio City Music Hall Signed Santana to Arista label in anticipation of fresh influx of music and creativity combined with legendary status would be explosive Davis and Santana felt that the record should include new collaborations and not be a “tribute” album Previous release was a compilation of hits

Role of Collaborative Artists Diversification of appeal across market segments i.e., Rob Thomas, Dave Matthews and Lauryn Hill Now attract younger, diversified segments in addition to traditional listeners

Role of Perceived Latin Invasion Ricky Martin Jennifer Lopez Marc Anthony Gloria Estefan

Developing the Product Extension – Results? What is my brand image for Santana? How is this alternatively helpful and hurtful? Merchandising Public Relations Opportunities Fundraising Grant Development Tour Dates – Live Performances TV Spots with other artisits CBS Spot with Ricky Martin What is the PLC of this product and incarnation?

Role of Publicity and Public Relations Milagro Foundation Children’s Educational Grants and Donations to Doctors without Borders Hard Rock Café and Fundraising Cooperative Strategies How does this impact sales and fundraising?

Importance of Billboard Charts and MTV What role does Billboard play in the success of an artist and release? Reporter role Sales Stimulator Interactive Role MTV – Viacom Company Marketing Perspective Role in Dissemination of Information and Awareness and Familiarity

Role of the Internet Alternative Distribution Channel Direct Marketing Home Page CD Now Promotional Opportunities Cooperative ads with Amazon.com, CDNow Public Relations Generation Billboard, GuitarPlayer.com MTV Voter Polls

The Internet Shopper What is the Profile of the Traditional Internet Shopper? Men? Sales Potential? New Markets or Established Segments?