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Case Study: How Kina Grannis Delighted Both Fans & Brides Through Pinterest

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Kina Grannis‘ new video for “My Dear” recently premiered on the WSJ Speak Easy Blog. This unique video is comprised of footage from Kina’s wedding last year, which makes for a pretty kickass anniversary celebration. Ever the social butterfly, Kina used her Pinterest account to promote the video in the week leading up to the premiere. While her other socials, like YouTube, Facebook and Twitter, are well established and have a throng of active followers and subscribers, her Pinterest was created only recently and this promotion was useful in growing her base there.

To hype the video, Kina created a Pinterest board with video stills and photos she had to further explain aspects of her wedding, and she shared it wide across her various other networks, including FacebookTwitter, Instagramofficial website and her fan newsletter. Pins on the board range from food, drinks and dresses to programs doubling as fans. After the video exclusivity with WSJ ended, the “My Dear” video link was added to each pin, so now each time the pin is pinned, the video is likely to be watched as well.

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Zoning in on the pin to the left: this particular one has 640 re-pins. On it, Kina explains that guests took Polaroids as they arrived and hung them up with a personal note. She later turned these into a photo album. Pretty cool, huh?

The best thing about this promotion is it’s not only for her fans, who get a closer look into Kina’s life on such a special day, but also for people (especially brides) everywhere to get some wedding ideas and discover music they might enjoy while they’re at it.

Just over two weeks in, Kina’s Pinterest page gained 46.2% more followers, and the wedding board created for the promo attracted more than 8,600 followers alone, as well as 5,246 likes and 2,694 repins.

If you haven’t listened yet, be sure to check out the album which features “My Dear,” Elements and keep your eyes peeled for upcoming tour dates!

Get Your Fix of Sufi & Ghazal Music on Spotify

Sufi_Ghazal_SpotifyCoverThe Orchard and Times Music have engaged in an unprecedented campaign to actively showcase and promote Sufi & Ghazal music from the Indian subcontinent.

Servicing a huge demand for these two genres in the US and UK, Times Music has put together their Top 100 Sufi & Ghazal songs, thereby offering their listeners the very best of both genres from within their repertoire.

If you don’t know, Sufi music is the devotional music of the Sufis, inspired by the works of Sufi poets like Rumi, Hafiz, Bulleh Shah and Khwaja Ghulam Farid. It’s not just about entertainment, but rather about spirituality. Its powerful lyrics talk about achieving divinity by spreading love and harmony. A Ghazal is a poetic expression of pain from loss or separation and the beauty of love in spite of that pain. Ghazals have proved to be capable of a variety of expressions around these central themes, traditionally invoking melancholy, love, longing and metaphysical questions. Ghazals are often sung by Iranian, Afghan, Pakistani and Indian musicians. This playlist features world renowned artists like Nusrat Fateh Ali Khan, The Sabri Brothers, Ghulam Ali, Mehdi Hassan and many more…

“Sufi, Fusion and Ghazal are today’s most progressive forms of music from the Indian subcontinent and Times Music has witnessed a surge of listeners in these genres from the US / UK markets over the last couple of years,” shares Mandar Thakur, COO of Times Music. “Times Music is quite excited to present this amazing collection of Sufi and Ghazal music to consumers through this unique opportunity via The Orchard and Spotify.”

The campaign for this special playlist is running now through the end of the month of August. During that time, you might find the playlist on some of Times Music‘s high-profile online properties, like the Times of India E-Paper and IndiaTimes.com, and if you’re a Spotify freemium user, look out for the cool audio and visual ads we’ve put together to promote the playlist.

Of course, it will be available for your ears long after the promotion ends and will be updated regularly by the label, so be sure to follow it to stay in the loop! And now, for your listening pleasure:

The Orchard Catalog on Screen: Summer 2014

Last month we wrote about You Say Party‘s “Glory” appearing in a new Subaru ad, but they’re hardly the only Orchard artist that you might have heard in some form of media recently. We’ve rounded up a few recent notable examples:

Native American / Mexican American rock group Redbone‘s million-selling 1974 hit “Come And Get Your Love” is featured in the hugely successful film, Guardians Of The Galaxy (which has also greatly bolstered sales of Blue Swede‘s chart-topping single “Hooked On A Feeling.”)

Scottish Ballet members danced to Sleeping At Last‘s cover of The Proclaimers’ hit “I’m Gonna Be (500 Miles)” at the Commonwealth Games opening ceremonies in Glasgow on July 23rd. Check it out below. The sequence begins at 31:47.

Boston singer-songwriter Chris Garneau‘s “The Leaving Song” was used in the July 23rd episode of “So You Think You Can Dance” to a Contemporary Travis Wall routine which you can watch below. The track is taken from his 2009 album  El Radio.

In more car commercial news, Brooklyn duo Computer Magic‘s “Running” is used in a new Lexus “Amazing in Motion” strobe ad spot. The track can be found on their Electronic Fences – EP which was released in 2011. 

Actor David Soul is perhaps best known for playing Hutch in the original “Starsky & Hutch” TV series but he also enjoyed a successful singing career, particularly in the UK. And so a new UK National Express ad features the actor performing his hit 1977 single “Silver Lady” while driving a National Express coach. “Silver Lady,” which topped UK charts for three weeks, first appeared on his second album, Playing To An Audience Of One.

Last but certainly not least, Sonia Dada‘s 1992 hit “(Lover) You Don’t Treat Me No Good,” which reached #1 in Australia, was recently covered by Australian Electronic artist Chet Faker for the AU alt-radio giant Triple J’s “Like A Version” series. Watch his soulful, choral rendition below. The original appears on the Chicago band’s debut album, Sonia Dada.

Souls of Mischief: The Past Is An Illusion, “There Is Only Now”

Souls Of Mischief: There Is Only NowSouls of Mischief are taking the term “old-school” to a new level on their upcoming album, There Is Only Now, slated for a highly anticipated release on August 26th. Recorded entirely on analog tapes without the help of computers, the album is the Oakland group’s first full-length in five years.

There Is Only Now is produced by the multi-talented musician/producer/label-owner Adrian Younge (Jay-Z, Ghostface Killah), who plays 90% of all the instruments on the album, and members of his band, Venice Dawn, contribute the rest. This approach gives the album a unique authenticity and individuality.

There Is Only Now will be the first release on Younge’s fresh new label, Linear Labs, which we profiled here on The Daily Rind last month. The album will also feature Busta Rhymes, Ali Shaheed Muhammad, William Hart and Scarub, and is available for pre-order now.

The first feature of the record is a West Coast collab with Snoop Dogg on the title track, “There Is Only Now.” On it, they rap about living and loving in the present over a beat that’s funky and soulful. Check out the brand new music video below to see the boys of Souls of Mischief and Snoop in action.

Suicide Silence’s Unstoppable Debut

This past week, American Deathcore band Suicide Silence’s highly anticipated album, You Can’t Stop Me, hit digital retailers worldwide. Here in the Retail Marketing department, we have been working hard on preparing digital music stores for the arrival of this record, heralding updates of its pre-release campaign to all of our accounts. iTunes, Amazon, Google Play and Beats Music were very receptive to the band’s first effort in over two years, and due to some awesome placement, fans were able to help push the album to #18 on the iTunes Top Album Charts and #2 on the iTunes Metal Charts in the US.

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We secured lots of great placement in stores abroad as well. Slots on the main, Rock and Metal pages helped You Can’t Stop Me soar to #2 on the latter pages in iTunes CanadaAustralia’s iTunes charts also got a dose of Suicide Silence, scoring the top Metal and Rock albums alongside some killer placement on both of those pages.

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In addition, a Tagboard contest was implemented in conjunction with all of the retail placement we received. Fans were encouraged to submit pictures of themselves with screenshots of their iTunes, Google Play or Amazon digital download of the album with the hashtag #YCSM. This entered them into a competition to win a signed booklet or poster. The interaction was huge and retail stores as well as fans loved it! Some fans even bought three formats of the album. Engagement is key and because of this, Suicide Silence and their fans successfully unlocked all of the potential to help make this a really great week of release.

After all of the buzz, You Can’t Stop Me debuted at #16 on the Billboard Top 200 and #2 on the Independent Albums Charts!

About The Orchard

The Orchard is a pioneering music, video and film distribution company and top-ranked Multi Channel Network operating in more than 25 global markets. Founded in 1997, we empower businesses and creators in the entertainment industry.

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