When Boyz II Men first approached The Orchard through MSM Music Group/Benchmark Entertainment about releasing their latest album TWENTY, the goal was to capitalize on the group’s legendary status and tremendous stature and make the world aware of them as a modern brand coming out with a new album, not just a 20th anniversary record. Key to this was The Orchard aiming to drive digital retail sales across platforms along with CD sales at Walmart, the exclusive physical retail outlet for TWENTY.
Through featured premieres of songs and music videos “One Up For Love” and “More Than You’ll Ever Know” on VEVO, EW.com and USMagazine.com, as well as targeted interactive campaigns including an interview with the band featured on AOL’s The Boom Box, an exclusive Babyface interview on PerezHilton.com, the Boyz II Men EPK premiere on ETOnline.com and a YouTube track-by-track piece featuring commentary and 30-second audio snippets on New York Magazine‘s Vulture Blog, The Orchard reached a diverse range of demographics in the digital space.
The Boyz II Men online presence was given an update, with revamps of their Facebook, YouTube and Myspace pages. A guest performance at Perez Hilton‘s CMJ party, alongside Mary J. Blige and YouTube stars Karmin, along with a duet with Justin Bieber on Dancing with the Stars has cemented their return to their natural place – the forefront of popular music.
And the proof of a perfect partnership is in the charts:
- Opening week Top 10 Albums on iTunes; #1 R&B Album
- TWENTY debuted – appropriately – at #20 on Billboard’s Top 200 chart
- The album hit #4 on Billboard’s Top R&B Albums, #4 on the Top Independent Albums chart and #10 Top Digital Album.
All of this calls for a big “one up” to the Boyz and The Orchard!