Coldplay - Caroline Patton

Caroline Patton
11/30/2015
Marketing of Recordings
RIM 4620
Coldplay
Head Full of Dreams
Release Date: 12/04/2015
Parlophone Records, a Warner Music Group Company
1
Contact Information
Official Website:
http://coldplay.com
Social Accounts:
https://www.facebook.com/coldplay (34M likes)
https://twitter.com/coldplay/ (16M followers)
https://www.instagram.com/coldplay/ (1.7M followers)
https://plus.google.com/+Coldplay/posts
http://coldplay.tumblr.com
Streaming Profiles:
http://www.shazam.com/artist/33281/coldplay/follow
http://listen.tidal.com/artist/8812
https://play.spotify.com/artist/4gzpq5DPGxSnKTe4SA8HAU?
play=true&utm_source=open.spotify.com&utm_medium=open
Overview
Coldplay is a majorly successful British rock band based out of
London. Together the band has been awarded a total of seven Grammy awards.
They most notably have won Best British Group three different times at The
Brit Awards. The past four albums the band produced went to number one on
the U.S. charts, while every album produced by Coldplay hit number one on the
U.K. charts. Coldplay's highly anticipated album, Head Full of Dreams, releases
December 4th, 2015. The first single to debut from the album, "Adventure Of A
Lifetime", has already hit over 2.1 million streams as stated by Nielsen Audio.
Marketing Objectives
The members of Coldplay, featuring Chris Martin (vocals/piano), Guy
Berryman (bass), Jonny Buckland (guitar), and Will Champion (drums), are
involved in every aspect of recording: writing, production, and vocal
collaborations on this album include: Beyoncé, Noel Gallagher, Tove Lo, and
Stargate.
As well as having mainstream success, the band members are advocates for
global economic, environmental, social, and political issues
Alternative Rock/Pop are the focus market segments, but the album has
potential for crossovers to the Electronic, Dance, and other genres
Continue mainstream success as well as expand to new fan bases through
album collaborations, touring, brand partnerships, etc.
2
Target Market
All information taken from Simmons Spring 2012 NHCS 12-month study
Primary Target Demographic: Females aged 35-44
Secondary Target Demographic: Females aged 18-24
(Chosen based off Simmons Demographic Profiler: Adults of all ages who have
bought Modern AC (Coldplay) in the last 12 months, the top two age group
percentages, listed above, were taken as well as the female percentage over
male, 54.4% out of the total sample)
Primary Target Demographic: Females aged 35-44
Median Household Income: $67,910
Employed (Full-Time/Part-Time): 73.7%
Married: 62.2%
Children in Household: 69.8%
Employed Full Time: Index 143
Music types most like: Modern AC (Coldplay): Index 171, 18% of sample
More likely to purchase tangible music content
32.2% view social network ing websites 3+ times a day
37% Talk about things that are seen on social networking websites in faceto-face conversations
Attended a rock/pop concert within the last 12 months: Index 155
Secondary Target Demographic: Females aged 18-24
Median Household Income: $54,808
Employed (Full-Time/Part-Time): 53.4%
Married: 12.7%
Children in Household: 51.3%
Employed Part Time: Index 186
Full Time Student: Index 689
Music types most like: Modern AC (Coldplay): Index 160, 17% of sample
More likely to digitally download or stream music
53.4% view social networking websites 3+ times a day
44% Talk about things that are seen on social networking weskits in face-toface conversations
Attended a rock/pop concert within the last 12 months: Index 134
3
Research
All information taken from Simmons Spring 2012 NHCS 12-month study
Research shows that large majority of samples have a strong connection
with branded goods or services plaster in movies
Shopping is done primarily in malls, secondly online; shopping is
seen recreationally just as music as productively
Sample listens to an average amount of radio each day
Avid social media users
Over half own XM and Sirus Satellite Radios
Around 72% of females aged 18-49 who listen to Modern AC music watch Late
Night Television EX. Jimmy Kimmel, Jimmy Fallon, Carson Daly, Seth
Meyers, Stephen Colbert
Index amount from sample size of females aged 18-49 who listen to Modern
AC music made purchases at the following stores within the last four weeks
of the survey: Express (115), JCPenney (101), Old Navy (123), Target (105),
J.Crew (118), Urban Outfitters (125)
Will perform on BBC Radio1 December 3, 2015
Headlined Global Citizen Music Festival 2015
Headlined iHeart Radio Music Festival 2015
Performed at the 2015 American Music Awards
Chris Martin performed with Beck at 2015 Grammy Awards
Band has appeared in multiple motion picture soundtracks
Coldplay Live 2012: documentary released to theaters in November of 2012
based of their highest grossing tour for the album Mylo Xyloto
Current Brand Affiliation:
Target
Tidal
Global Citizen
Oxfam
ClientEarth
Beats by Dre
Potential Brand Partner Categories:
Environmentally Conscious Companies
Clothing and Accessories
Online Streaming Services
Electronics and Music Equipment
Travel Agencies, Equipment, Accessories
4
Sales/Retail
CD: $19.99
Digital Download: $13.99
Album Track List:
A Head Full of Dreams
Birds
Hymn For The Weekend
Everglow
Adventure Of A Lifetime
Fun
Kaleidoscope
Army of One
Amazing Day
Colour Spectrum
Up & Up
Total Projected Sales (WorldWide): 6,200,000
First Week Sales Goals
WorldWide: 725,000 (70% digital - 507,500)
US: 385,000 (53% of worldwide)
UK: 209,000 (29% of worldwide)
Pre-Order Exclusives
Target Album Exclusive: ($15.99) Physical CD with three bonus songs including
"Adventure Of A Lifetime" and "Everglow" acoustic, bonus disc with "Advenure
Of A Lifetime" music video, footage of Coldplay's live set at the Global Citizen
Music Festival, and an online code for a free VIP Package to the 2016 Global
Citizen Music Festival
Coldplay.com Vinyl Exclusive: ($34.95) Double, heavyweight, colored vinyl LP
with two copies of album, one in neon blue and one in neon pink, 60cm x 30cm
poster, pack of 25 stickers, and a free digital download card
Tidal Digital Exclusive: ($8.99) Digital CD + Digital Booklet download plus
"Adventure Of A Lifetime" acoustic version and music video, and recording of
live performance on BBC Radio1, exclusive ads on all socials
5
Promotions and Advertisements
Physical
Target:
- Exclusive album sale with three bonus songs including "Adventure Of A
Lifetime" and "Everglow" acoustic, bonus disc with "Advenure Of A Lifetime"
music video, footage of Coldplay's set at the Global Citizen Music Fest, and
online code for a free VIP Package to the 2016 Global Citizen Music Festival
- Placed on Target.com homepage 12/4-12/11, put in check-out aisles on
cashier end caps 12/4-12/18, put in new release 12/4-12/18, pop, and rock
sections in exchange for listing as a top sponsor of the Global Citizen Music
Festival 2016 and having product placement in Music Festival VIP swag bags
Walmart:
- Free 18x11 poster when purchased 12/4-12/11, put on Walmart new release
end cap 12/4-12/18 and within pop/rock album sections
- Placed on Walmart.com electronics main page 12/4-1/4
Best Buy:
- "Adventure Of A Lifetime" American Music Awards live performance
played on sample TVs 12/4-12/11
- Confirmed placement in Best Buy Holiday Gift Guide mailing list ad
- New release end cap 12/4-12/11
JCPenney:
- Placed on cashier stands, first 100 to purchase get a free digital download in
exchange for sync of "Everglow" in JCPenney holiday commercial 12/11-12/18
Old Navy:
- "Adventure Of A Lifetime" and "Everglow" played in stores worldwide
- Customers who purchase $250 worth of merch are entered in a competition
for free VIP Package to Global Citizen Music Festival 2016 12/4-12/11
- Acoustic live performance in an Old Navy with exclusive access to Old
Navy employees store of "Adventure Of A Lifetime" showed on Oldnavy.com
Digital
Tidal:
- Digital exclusive CD + booklet download, "Adventure Of A Lifetime"
acoustic and music video, and recording of live performance on BBC Radio1
- Live performance on BBC Radio1 posted to main page of Tidal.com
- Album artwork placement on main page and pop charts playlist
- Played in Tidal holiday commercial ads 12/4-1/4
- Featured in Top Videos section 12/4-1/4
- Main picture on all streaming devices 12/4-12/18
6
Spotify:
- Single to be featured on Spotify weekly playlists
- 10 second voice recording intro to New Music Friday and Today's Top Hits
playlists and listed within the first ten songs on each playlist
- Display and audio ads on the free platform 12/4-12/11
- Album release banner placed on Browse page 12/4-12/11
- Social spotlight on all company social networksiTunes / Apple Music:
- Album cover on main page flip book 12/4-12/11
- "Adventure Of A Lifetime" 15-second slot on Apple Music main page
- Album featured on top 10 of Pop New Music 12/4-12/18
Amazon:
- Singles and digital album released on AmazonMP3.com, album and vinyl
released on Amazon.com
- Album featured on Amazon Holiday Gift Guide 12/4-12/18
Shazam
- "Adventure Of A Lifetime" featured on main page 12/4-12/18
Pandora
- "Adventure Of A Lifetime" and "Everglow" featured on Today's Hits playlist
12/4-12/18
Soundcloud
- All remixes will be posted onto Coldplay page
- "Adventure Of A Lifetime" music video featured on main page 12/4-12/11
- "Everglow" remix posted on Hot Tracks 12/4-12/18
Television
American Music Awards performance 11/22
Day Time / Late Night "Tour":
Day Time: The Ellen Degeneres Show (12/7), Live! With Kelly And Michael
(12/11), Today with Kathy Lee and Hoda (12/7), Good Morning America (12/4)
live performances
Late Night: Jimmy Kimmel Live (12/7), The Tonight Show with Jimmy Fallon
(12/4), The Late Show With Stephen Colbert (12/11), Late Night With Seth
Meyers (12/7), The Late Late Show With James Corden (12/4), Last Call With
Carson Daly (12/11), Conan interviews (12/11)
Online / Social Communities
Facebook: 10/28, six weeks before album release, 34 million followers
Target: Pop, mainstream, rock, brit-rock fans and fan sites ages 18-49
Call To Action: Link to socials, website, Tidal download, Tour Engagement
Budget: 2,800
7
Twitter: 10/28, six weeks before album release, 16 million followers
Target: Music fans aged 18-24
Call To Action: Promoting Tweets, engaging fans, link to Tidal page
Budget: 1,700
Instagram: 10/28, six weeks before album release, 1.7 million followers
Target: trendy, music fans with more than 1000 followers
Call To Action: Link to Tidal, posting 30-second snippets from each song
Budget: 1,000
Youtube / VEVO: 11/20, one week before "Adventure Of A Lifetime" release
Target: Dedicated fans, music fans ages 18-24
Call To Action: Link to Tidal on each video, all live performances posted
Budget: 1,500
Snapchat: 12/4, day of album release
Target: Live action fans
Call To Action: personalized filter for album release with website link
Budget: 1,000
SEO: 10/28, six weeks before album release
Target: keywords including name of band, songs, important lyrics, similar
artists, pop, rock, and today's hits music
Call To Action: link to website or social media websites
Budget: 2,000
Radio
Single: "Adventure Of A Lifetime"
Ship Date: October 6, 2015
Impact Date: November 6, 2015
Satellite Radio: Sirius XM Hits-1 Top 40 Hits Exclusive Interview 12/7
Terrestrial Radio Top 10 Tour (Based off Cision Top 6 List): 12/4
WHTZ-FM – Z-100 – New York 7:00AM
KIIS-FM – 102.7 KIIS-FM – Los Angeles 8:00AM
WKSC-FM – 103.5 KISS-FM – Chicago 9:00AM
WXKS-FM – Kiss 108 – Boston 10:00AM
KHKS-FM – 106.1 Kiss FM – Dallas-Forth Worth 11:00AM
WIHT-FM – Hot 99.5 – Washington, D.C. 12:00PM
Mobile
iPhone:
- Promotional cover in App Store and iTunes 12/4-12/11
Droid:
- Promotional cover in Android application outlets related to music 12/4-12/11
8
Music Video
MTV: (11/26)
- Heavy rotation (Current)
- 200 historical spins
- Posted on company social networks
- Partner with Global Citizen, Oxfam, and ClientEarth to promote album
sales, video views, as well as global issues with one hour exclusive interview
session and fundraiser posted to channel, MTV website, and social websites
VH1: (11/27)
- Medium rotation (Current)
- 130 historical spins
- Posted on company social networks
- Interviews posted to channel, website, and social websites
Youtube / VEVO: (11/27)
- Promoted on main pages for both
Publicity/Targeted Partnerships
Publicity Timeline
10/28: Announcement on website
and social networking sites
11/22: AMA's performance
11/26: MTV One hour
video/fundraiser special
11/27: AOAL Video release
12/4: Album Release
12/4-12/11 : Some radio/tv
promotion
12/4-1/4: Ad Placements
Targeted Brand Partnerships
Express
JCPenney
Old Navy
Target
J.Crew
Urban Outfitters
Brooks Brothers
NIKE
Toms
Kay's Jewelers
Jared
Thirty One Bits
Goodwill
Salvation Army
Spotify
Shazam
Apple Music
Beats
Adobe
Dell
Fender
Gibson
Pearl
Marshall
Apple
Dell
Sony/Ericson
LG
Expedia
Travelocity
Hotels.com
Kayak
Louis Vuiton
United Air
American Air
Royal Caribbean
Carnival Cruise
Peace Corps
9
Citation Page
"Coldplay Official Website." Coldplay. N.p., n.d. Web. 30 Nov. 2015.
"Coldplay." The GRAMMYs. N.p., n.d. Web. 30 Nov. 2015.
"Coldplay." - Chart History. N.p., n.d. Web. 30 Nov. 2015.
"Coldplay's 'Ghost Stories' Debuts at No. 1, Brantley Gilbert Starts at No. 2 |
Billboard." Billboard. N.p., n.d. Web. 30 Nov. 2015.
The Independent. Independent Digital News and Media, n.d. Web. 30 Nov.
2015.
"Coldplay Official Store | Pre-Order A Head Full Of Dreams VinylColdplay.com Exclusive*." Coldplay Official Store. N.p., n.d. Web. 30 Nov.
2015.
"Coldplay Tease Totally Bonkers "Adventure of a Lifetime" Video." Pitchfork.
N.p., n.d. Web. 30 Nov. 2015.
"Top 10 Top 40 U.S. Radio Stations | Cision." Cision. N.p., 25 Apr. 2012. Web. 30
Nov. 2015.