The Daily Rind | Your Top Source for The Orchard and Industry News

Working with a Living Legend: Richard Gottehrer

On my very first day at The Orchard almost three years ago, my boss took me around the office in typical Orchard tradition and introduced me to every single person sitting at his or her desk, from our accountants to our developers and everyone in between. Was anyone off limits? …

The Marketplace Presents: Klick Push

If you had the opportunity to get your music featured in more places, why wouldn’t you take it? And if those places were high-engagement areas, it’d really be a no brainer. Well listen up then, because our latest Marketplace partner, Klick Push, has just the thing for you. With access …

Use YouTube Annotations to Create an Album Preview Video

So you’ve got a new album coming out and you want to give fans a taste of what to expect. Try creating an album preview video and uploading it to your YouTube channel! We’ll walk you through how to set this up. Prepare Your Content We’re not going to go …

Become A SoundCloud Master and A Master Of Your Rights On SoundCloud

Between updating their subscription plans and experimenting with more visual profiles (still in early beta), SoundCloud has been on fire lately. ComScore even recently reported that their traffic increased by 26% in one month, making SoundCloud the 8th fastest growing site in the U.S. Though it’s certainly evolved since its launch in Berlin in …

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Case Study: Sharon Jones & The Dap-Kings “Give The People What They Want”

SJDK_CaseStudy

Goals

Sharon Jones & the Dap-Kings’ highly anticipated fifth studio album, titled Give The People Want They Want, was originally due to come out the summer of 2013. After Sharon was diagnosed with cancer — as our original campaign was already in full swing — the release of the record was pushed indefinitely to many fans’ dismay. When Sharon beat the disease and re-announced the album for a January 2014 release, we adjusted our worldwide strategy with the goal of reinvigorating interest from her fans, expressing Sharon’s appreciation for their support and creating a stronger overall social media presence for her to accomplish this beyond just the album campaign.

Tactics

The first step was reskinning Sharon Jones & the Dap Kings socials with updated art. In addition to the basic background and thumbnail images, we updated FanRx, Bandsintown and Instagram tabs on Facebook and provided Best Practices to the band for how to maximize their social activity.

To match their website with their socials, we created several customized splash pages throughout the course of the campaign. The first was used to share the album announcement and the visually stimulating music video for “Retreat.” The next versions highlighted two key aspects of our campaign: the #wewantsharon campaign and the Spotify contest. Finally, we created one in support of the band’s tour. These splash pages all included remarketing tags.

Riffing off of the album title, we came up with a special hashtag, #wewantsharon, to drive Instagram and Twitter activity. We kicked it off the day Sharon participated in the highly-televised Macy’s Thanksgiving Day Parade, encouraging fans to tag all their photos and videos with #wewantsharon on Twitter, Instagram and Facebook. Later, we set up a share-to-unlock initiative, where in exchange for using #wewantsharon on their socials, fans were able to unlock a new track from the album, “People Don’t Get What They Deserve.” In addition, their tweets and Instagram posts were aggregated on Sharon Jones’ official website splash page using Tint, a social feed display app. Sharon Jones herself encouraged fans to support #wewantsharon through a personal filmed message available on YouTube and embedded on her splash page.

To continue driving shares post street date, #wewantsharon was incorporated in a Spotify playlist contest we organized. Fans were asked to create a playlist which included Sharon Jones & the Dap-Kings music and share it with the hashtag. The selected winners received Spotify Premium codes, one pair of tickets and a signed vinyl copy of Give The People Want They Want.

#wewantsharon was also cross-shared in physical advertisements at Amoeba in LA and Other Music, even making it to the Beacon Theater marquee the night of the tour kickoff in NYC.

Results

  • Through the duration of the campaign, which went from November 2013 through March 2014, we aggregated 1,300 social posts, attracted 10,200 views to the social aggregator and reached 2.12 million people across all socials.
  • In line with our goal to drive engagement on Twitter and Instagram, Twitter was our top network for sharing, followed by Instagram and then Facebook.
  • As compared with the four months preceding the campaign, we noted a 738% increase in Instagram Likes and 370% increase in Instagram comments, a 205% increase in Facebook Likes and a 195% increase in YouTube Video views
  • Via the remarketing tag on the website, we were able to target a highly engaged group of 148,000 fans with Facebook and banner ads
  • Give The People Want They Want debuted at #22 on the Billboard Top 200 (and remained on the chart for 7 weeks), #1 Independent Albums, #2 Tastemaker Albums and #3 R&B Albums
  • The album hit #1 R&B Albums and peaked at #36 on iTunes’ Top 200 Albums in the U.S.
  • The #wewantsharon campaign continued organically months after we stopped pushing the hashtag, with the most recent post to date being from September 1, 2014.

For Your Viewing Pleasure

Control Your TV with YouTube

October 15, 2014 Featured News, YouTube No Comments

YouTube for TVI don’t know about you, but sometimes I like to just kick back in my living room and watch TV. That’s right, good ol’ television. I just flip on my TV and begin watching whatever’s on. One thing I’ve noticed, though, is that the way I watch television now is drastically different than a few years ago, before Smart TVs and apps. These days I often find myself browsing infinitely, sifting through minutes of entertainment. I do this a lot in my spare time with YouTube. Thanks to my handy smartphone, I can send videos directly to my TV while also Facebooking, Instagramming and Snapchatting.

Don’t get me wrong, if I want to sit down and commit to something for an extended period of time, I go to Netflix to stream a good 2-hour long movie, or HBO Go to powerwatch episodes of Game of Thrones. However, if I just want to be visually stimulated, have a general idea of what I want, but nothing too specific in mind, then YouTube is likely to fit the bill.

I’m not alone in this behavior. A new survey from Frank N. Magid Associates found YouTube to be the #1 destination for watching TV online. About 38% of 2,400 consumers surveyed claimed they visit YouTube for TV shows, versus Netflix at 33%, Hulu at 17% and Amazon Prime Instant Video at 14%, according to results reported by CNET.

Are we surprised by these results? Mmm…not entirely. We already know that YouTube is the second most trafficked online search engine. With the proliferation of smart phones, tablets, game consoles with internet apps, and other smart gadgets, it was only a matter of time before YouTube made its way to your TV screens. YouTube is certainly paving the way to taking on traditional television and catering toward a more leanback experience. Check out the video below for an introduction to the new and improved YouTube for TV interface already available on Xbox One.

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Freeloader Friday: Exodus, PROM, The Budos Band & More

October 10, 2014 Freeloader Friday No Comments

888831773955Happy three-day weekend, folks! Well, for some. Our offices are closed this Monday, so things are a little quiet around here today. That’s not gonna stop our weekly music sampler, though! And we’ve got the perfect one to last you all the way ‘till next Tuesday.

Kicking the weekend off right, Exodus premiered their upcoming full length today, and it does not disappoint. Get ready to be slammed up against the wall with this one: right out of the ringer, the dudes go buck-wild Metal style. Following suit, Inter Arma’s out with a full album stream full of anthemic hard Rock, backing the ferocious Metal vocals.

As for tracks, we’ve got plenty of those this week! Get started with PROM’s latest, a song that’ll have you reminiscing of the olden, golden days of youth and… maybe even your first prom night. Switch from the Electro-Pop to something more Acoustic. Actually, totally Acoustic. It’s State Champs with a sweet little guitar-only ditty for all you Alt-Rock lovers. There’s also a free downloadable track from your fave club DJ Dave Luxe and a whirlwind of Garage Rock that’ll eat you up and spit you right back out faster than you can say Bad Cop, the actual talent behind the jam.

Now, to really get you out of the office and well on your way, there are FOUR fantabulous music videos for your viewing pleasure. The Budos Band give you a B&W teaser of the new album; some breakout WWE wrestlers make their way into an Army of the Pharaohs video; the dapper lookin’ gents of Elliott Brood sit down for a sweet-sounding acoustic session; and Afrikan Boy takes to the streets for an ode to YAM.

There it is, Freeloaders! All the music you need to get you through the weekend. Happy Columbus Day!

Exodus: Full album stream via Yahoo
Blood In Blood Out out October 14 on Nuclear Blast

Inter Arma: Full album stream via Pitchfork Advance
The Cavern out October 14 on Relapse Records

PROM: “Switch On” track premiere via Earmilk
Keeping Company EP out October 14 on Crazy Heart Records

State Champs: “If I’m Lucky” track premiere via YouTube
The Acoustic Things out now on Pure Noise

Dave Luxe – Give U Everything Free track download via Trapdoor Records
Volume Two Label Compilation out October 13 on Trapdoor Records

Bad Cop: “Wish You Well” track premiere via Noisey
Wish You Well…And Goodbye out October 28 on Jeffery Drag Records

The Budos Band: “Burnt Offering” official music video via Dangerous Minds
Burnt Offering out October 21 on Daptone Records

Army of the Pharaohs: “Terrorstorm” official music video via YouTube
Heavy Lies the Crown out October 21 on Enemy Soil

Elliott BROOD: “Little Ones” Paper Bag Sessions Video premiere via No Depression
Work and Love out October 21 on Paper Bag Records

Afrikan Boy: “Y.A.M.” official music video via Vevo
The ABCD out now on YAM Records

Oh Hai, Latin Grammy Nominees, We See You!

10646836_10152223625891106_8956298480194290098_nYet again, Orchard artists strike gold in the awards department! This time, it’s for the 15th annual Latin Grammy Awards nominations. The Latin Recording Academy honors the industry’s leading talent from the Latin music world with these prestigious awards and, like last year, we’re proud to see so many of our clients being recognized! From Salsa to Ranchero, Brazilian Rock to Classical, and everything else in between, our clients are all across the Latin Grammys board. We love working with all this amazing talent coming from independent labels and artists, and we’re thrilled to see our clients gaining such phenomenal recognition:

ALBUM OF THE YEAR
Jarabe De PaloSomos [Tronco Records]

BEST ROCK ALBUM
Luz VerdeEl Final Del Mundo Vol. II: Nada Es Imposible [Music Hit Factory]

BEST POP/ROCK ALBUM
Jarabe De PaloSomos [Tronco Records]

BEST ROCK SONG
Jarabe De Palo: “Somos” from Somos [Tronco Records]

BEST ALTERNATIVE MUSIC ALBUM
Los Cafres: Los Cafres – 25 Años De Música! [Pop Art Discos/Sony Music/Instinto Musica]
Siddhartha: El Vuelo Del Pez [Lov/Recs]
Sig Ragga: Aquelarre [Pop Art Discos/Sony Music/Instinto Musica]

… Continue Reading

Welcome, Paul!

October 8, 2014 Orchard News No Comments

Paul PhotoIntroducing Paul Hanly, Director of Client Relations, The Orchard & General Manager, Frenchkiss Records

It’s been a long time coming, but I’m finally working with The Orchard. There were times that I came to the office so much throughout the years that I felt I could have just set up shop. I have spent the last 7+ years working with Syd Butler and Frenchkiss Records and I look forward to continuing the success there while playing a larger role inside The Orchard.

Originally, I am from New Jersey (Rutgers grad to boot!) and I have bounced around a few places in the music industry (Astralwerks, Capitol, Kemado/Mexican Summer) before settling in at Frenchkiss where I felt was a great place to grow and be creative. I am super into running (doing the NYC Marathon again this year!) and still obsess about live music, etc.

Looking forward to working with everyone!

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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