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Throwback Time! Classic Hits Revisited by Orchard Artists

May 9, 2012 Artist News No Comments

right the stars, somebody that i used to know, gotye, coverAfter dabbling in YouTube for some time now, I can’t help but notice how many interesting renditions of notable songs have been performed by some of The Orchard’s artists.

Here are a few that have stuck out to me recently:

1. Artist: Right The Stars
Song: Somebody That I Used To Know
Original Performer: Gotye
Label: New Power Media

My take: This song is all over the place now: The Voice and Glee both covered it and artists all over are putting their own spin on it. This one keeps the eerie and echoey sound of the original, and I actually prefer this version because it’s slower and you have a chance to hear quality singing voices vocalizing — both female and male. You can appreciate the song more this way.

2. Artist: Chrome Division
Original Performer : ZZ Top
Song: Sharp Dressed Man
Label: Nuclear Blast

My take: Call me biased but I really like Nuclear Blast artists. They tend to be on the heavier side so this ultimately is a faster, louder version of the original. I’d say it’s just as good as the original — might even be a little bit better if I had to choose and the pace of the song is what would swing my vote.

3. Artist: The Chillout Sessions
Original Performer: Michael Jackson
Song: Thriller
Label: GLD Distribution

My take:  Ok, we all know Thriller is amazing on its own and covering it is going to be a risky endeavor but this one’s pretty neat. It’s slow and jazzy — and the best part — you can still dance to it!

… Continue Reading

Case Study: Boyz II Men “TWENTY”

December 19, 2011 Case Studies, Marketing No Comments

Boyz II Men TWENTY Case Study

Goals

When Boyz II Men first approached The Orchard through MSM Music Group/Benchmark Entertainment about releasing their latest album TWENTY, the goal for this North American campaign 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.

Tactics

Through various featured premieres, targeted interactive campaigns, effective product positioning and regular guest performances, The Orchard reached a diverse range of demographics in the digital space:

New songs and music videos “One Up For Love” and “More Than You’ll Ever Know” were featured on VEVO and EW.com as exclusive video premieres respectively, and on USMagazine.com as a featured audio stream.

The Orchard secured placements on AOL’s The Boom Box, which featured an interview with the Boyz; PerezHilton.com, who published an exclusive interview with Babyface, the legendary writer and producer of the songs “End of the Road” and “I’ll Make Love To You”; ETOnline.com, which premiered the Boyz II Men EPK; and New York Magazine‘s Vulture Blog, which promoted a YouTube track-by-track piece featuring commentary and 30-second audio snippets of select new songs from the album.

The Boyz II Men online presence was given an update, with revamps of their FacebookYouTube and Myspace pages; an album banner and promotional sliders were secured on iTunes’ Home, Music main and R&B pages; and guest performances at Perez Hilton’s CMJ party, alongside Mary J. Blige and YouTube stars Karmin, and with Justin Bieber on Dancing with the Stars have cemented Boyz II Men’s return to their natural place — the forefront of popular music.

Results

TWENTY reached:

  • Top 10 iTunes Album
  • #1 iTunes R&B Album
  • #20 Billboard’s Top 200 chart
  • #4 Billboard’s Top R&B Albums
  • #4 Top Independent Albums chart
  • #10 Top Digital Album

For your viewing pleasure:

A Day In The Life of The Orchard Ops

November 8, 2011 Orchard News 1 Comment

Just in case you had no idea, the Operations team at The Orchard has been on a serious tear recently. We’ve been working extra hard to get all that great content out to stores across the world, and dotting all the Is and crossing those Ts wherever necessary to ensure everything is in tip-top shape.

October was a particularly fanstastic month for us (and also for you, by association). In addition to the more than 5.5 million tracks we got out to stores, our stock on YouTube took a turn for the incredible. While the total number of our audio assets on the site continued its steady climb, our active fingerprints skyrocketed almost 400% from September’s numbers to more than 1.5 million tracks. This was all made possible by some stellar detective work on the YouTube team’s part, so a big kudos to them is in order for sure.

But wait, there’s more! The video team busted their humps getting almost 1,000 videos over to Netflix, and a lot of that had to be done manually, which is no small feat. Our presence on that storefront is ever expanding, which is good news for everybody.

The Orchard Studio has also been quite hard at work on a number of projects for noteworthy artists such as The Raveonettes, Dum Dum Girls, and Boyz II Men.

All in all, a lot of great things are happening around these parts, and we’re hustling to make them happen. Just thought we’d let you know.

Boyz II Men Top The Billboard Charts

November 3, 2011 Artist News, Orchard News 1 Comment

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!

Boyz II Men Release New Album “TWENTY” Through The Orchard via MSM/Benchmark Entertainment Partnership

Earlier this year, The Orchard partnered with the Diamond-selling, multiplatinum Grammy Award-winning group Boyz II Men to release the new album TWENTY. The double CD album set, released on October 24 on the act’s own label, MSM Music Group, with partners Benchmark Entertainment, celebrates its two decades in the music industry. TWENTY is the group’s first U.S. release of new material since 2002, and features twelve new songs plus 8 newly recorded and updated versions of Boyz II Men classics, including “End Of The Road,” “I’ll Make Love To You,” and “Motownphilly.” The album features collaborations with hit producers such as Babyface, Jimmy Jam & Terry Lewis, Teddy Riley, as well as Julian Bunetta (Leona Lewis, Natasha Bedingfield) and Tim/Bob (Jamie Foxx, Jennifer Lopez), amongst others.

TWENTY is currently in the Top 10 Albums on iTunes as well as the #1 R&B/Soul album on iTunes. In addition to being available at all digital retailers, Boyz II Men have also inked a deal with Walmart, who will exclusively feature the physical album.

TWENTY has already garnered rave reviews, receiving 4 out of 5 stars from The Guardian, Examiner and USA Today’s “Pick of the Week.” New single “More Than You’ll Ever Know” was the #1 most added song on Urban AC radio. Boyz II Men recently performed their single on “The Today Show,” “The Wendy Williams Show” and “The Rosie O’Donnell Show.” The new video for “One Up For Love” debuted on VEVO last week and received over 150,000 views in the first forty-eight hours.

The Boyz are soon to receive their star on the “Hollywood Walk Of Fame.” They have also launched their own Mobile App, which creates a network for fans to be the first to hear about new music, video, and concerts. Features include live broadcasts from Boyz II Men, music videos, social media feeds, giveaways and much more.

This direct artist partnership is not the first for The Orchard, who has had previous successful releases with Ryan Adams, Wynton Marsalis, Nancy Sinatra, Simply Red, Joss Stone and many others. “We are thrilled with our collaboration with Boyz II Men, MSM, and Benchmark,” says The Orchard’s CEO Brad Navin. “Expanding the reach of independent artists and labels is core to our mission at The Orchard. The opportunity to work with R&B legends is a true honor.”

View the official press release here.

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