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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

The Orchard Chart Toppers: February 2014

The Orchard Chart Toppers

February may have been a cold, cold winter month, but it was sizzling hot on the charts. Symphonic Metal band Within Temptation and Electronic masterminds The Glitch Mob both got Hot Shot Debuts on Billboard and were all over their respective genre charts around the world; Danish rapper L.O.C. reigned steady at the top of his local chart; Elisa and Negramaro continued to make the Italian charts their home, and we continued to see our Action Sports and Documentary films on iTunes charts everywhere, with a few Horror flicks in there too. What can we say, it was a good month and we couldn’t be prouder!

PS. This is only a snapshot of our artists’ chart positions. They’ve also placed in many genre charts on both Billboard and iTunes, but we’ve zoned in on the more general charts for the purpose of this post.

WEEK ENDING March 2, 2014

Billboard Top 200 Albums
#83 — RuPaul: Born Naked [RuCo Inc.]
#186 — Sharon Jones & The Dap-Kings: Give The People What They Want [Daptone Records]

Billboard Current Albums
#76 — RuPaul: Born Naked [RuCo Inc.]
#145 – Sharon Jones & The Dap-Kings: Give The People What They Want [Daptone Records]
#175 — The Glitch Mob: Love Death Immortality [Glass Air / Shoot To Kill]
#197 — Heart: Fanatic Live From Caesar’s Colisseum [Frontiers]

Billboard Independent Albums
#18 — RuPaul: Born Naked [RuCo Inc.]
#35 — Sharon Jones & The Dap-Kings: Give The People What They Want [Daptone Records]
#42 — The Glitch Mob: Love Death Immortality [Glass Air / Shoot To Kill]

Billboard Heatseeker Albums
#33 – Moonshine Bandits: Calicountry [Average Joe's]
#41 — Deafheaven: Sunbather [Deathwish Inc.]
#43 — Chris Ardoin: Back Home [Maison De Soul / Flat Town Music Comps]
#44 — Guided By Voices: Motivational Jumpsuit [GBV Inc. / Revolver USA / Fire Records]

Billboard Tastemaker Albums
#17 — Sharon Jones & The Dap-Kings: Give The People What They Want [Daptone Records]

Billboard Dance / Electronic Albums
#4 — RuPaul: Born Naked [RuCo Inc.]
#7 — The Glitch Mob: Love Death Immortality [Glass Air / Shoot To Kill]

Italy Top Albums
#6 — Elisa: L’anima vola [Sugar Music]

Portugal Top 30 Albums
#4 — Tony Carreira: 25 Anos [Farol Musica]

Denmark Top Albums
#3 — L.O.C.: Sakrilegium [SGMD]

iTunes Top 200 Albums
#122 — The Glitch Mob: Love Death Immortality [Glass Air / Shoot To Kill]

iTunes Dance Albums
#1 — RuPaul: Born Naked [RuCo Inc.]

iTunes Italy Top Albums
#13 — Elisa: L’anima vola [Sugar Music]

iTunes Portugal Top Albums
#3 – Various Artists: 100 Hits Dancefloor 2014 [Vidisco]

iTunes Russia Top Albums
#9 — Владимир Высоцкий: Избранное [Мелодия]
#14 — Okean Elzy: Избранное [Nikitin]
#20 — Basta: Баста 4 [Gazgolder]

iTunes Brazil Top Albums
#1 — Gusttavo Lima: Do outro Lado da Moeda [Som Livre]
#5 — Jorge e Mateus: Live in London – At Royal Albert Hall [Som Livre/Globo]
#6 — Varios: Sertanejo nas Pistas 2 [Som Livre]
#9 — Varios: Pancadão das Marchinhas [Som Livre]
#12 — Marcos e Belutti: Marcos e Belutti – Acustico [Som Livre]

iTunes Turkey Top Albums
#8 — Gökhan Türkmen: En Baştan [Adim Muzik]
#9 — Çeşitli Sanatçılar: Bir Eksiğiz: Ahmet Kaya PRE-ORDER [Gam Production]
#10 — Kazım Koyuncu: Dünyada Bir Yerdeyim [Halkevleri Derneği]

iTunes Documentaries US
#8 — Why We Ride [Gnarlynow Ent & Walking West Ent]
#12 — Slow Food Story [Autlook Film Sales]
#13 — Making Your Mark: The Snowboard Life of Mark McMorris [Manifesto Sport Management]

iTunes Sports Movies US
#5 — Why We Ride [Gnarlynow Ent & Walking West Ent]
#8 — Making Your Mark: The Snowboard Life of Mark McMorris [Manifesto Sport Management]

iTunes Foreign US
#5 — Slow Food Story [Autlook Film Sales]

iTunes Documentaries CA
#4 — Making Your Mark: The Snowboard Life of Mark McMorris [Manifesto Sport Management]
#5 — Why We Ride [Gnarlynow Ent & Walking West Ent]

iTunes Sports Movies CA
#5 — Making Your Mark: The Snowboard Life of Mark McMorris [Manifesto Sport Management]
#6 — Why We Ride [Gnarlynow Ent & Walking West Ent]
#20 — Valhalla [Sweetgrass Productions]

iTunes Documentaries UK
#3 — Why We Ride [Gnarlynow Ent & Walking West Ent]
#18 — Beyoncé: Life Is But A Dream [Sony Music]

iTunes Sports Movies UK
#3 — Why We Ride [Gnarlynow Ent & Walking West Ent]
#19 — Making Your Mark: The Snowboard Life of Mark McMorris [Manifesto Sport Management]

iTunes Foreign UK
#18 — Slow Food Story [Autlook Film Sales]

iTunes Documentaries AU
#2 — Why We Ride [Gnarlynow Ent & Walking West Ent]
#14 — Making Your Mark: The Snowboard Life of Mark McMorris [Manifesto Sport Management]
#20 — Beyoncé: Life Is But A Dream [Sony Music]

iTunes Sports Movies AU
#3 — Why We Ride [Gnarlynow Ent & Walking West Ent]
#12 – Making Your Mark: The Snowboard Life of Mark McMorris [Manifesto Sport Management]

… Continue Reading

The Orchard Chart Toppers: January 2014

The Orchard Chart Toppers

2014 has certainly started with a bang! With highly anticipated releases out from Sharon Jones & The Dap-Kings, Drowners and L.O.C. to upcoming albums that hit the charts as soon as pre-orders went live like The Glitch Mob and Tycho, we got a slew of #1s around the world and in various genres. Our films have been killing it too, with hits in Documentaries, Actions Sports, Independent and even Horror.  We couldn’t be honored to be working with such high-caliber artists. Congrats!

PS. This is only a snapshot of our artists’ chart positions. They’ve also placed in many genre charts on both Billboard and iTunes, but we’ve zoned in on the more general charts for the purpose of this post.

WEEK ENDING February 2, 2014

Billboard Top 200
#69 — Red Dragon Cartel: Red Dragon Cartel [Frontiers Records]
#93– Sharon Jones & The Dap-Kings: Give The People What They Want [Daptone Records]

Billboard Current Albums
#60 — Red Dragon Cartel: Red Dragon Cartel [Frontiers]
#81– Sharon Jones & The Dap-Kings: Give The People What They Want [Daptone Records]

Billboard Independent Albums
#18 — Sharon Jones & The Dap-Kings: Give The People What They Want [Daptone Records]

Billboard Heatseeker Albums
#8 — Cecile McLorin Salvant: Womanchild [Mack Avenue]
#14 — Amy Ray: Goodnight Tender [Daemon Records]
#16 — Primal Fear: Delivering The Black [Frontiers]
#16 — Drowners: Drowners [Frenchkiss Records]

Billboard Tastemaker Albums
#9 — Sharon Jones & The Dap-Kings: Give The People What They Want [Daptone Records]

Billboard Hot Singles Sales
#1 — Vince Gelonese: Every Dream [Omni Entertainment]

Billboard Hard Rock Albums
#3 — Red Dragon Cartel: Red Dragon Cartel [Frontiers]

Billboard R&B Albums
#10 — Sharon Jones & The Dap-Kings: Give The People What They Want [Daptone Records]

Billboard Jazz Albums
#3 — Cecile McLorin Salvant: Womanchild [Mack Avenue]

Billboard Tropical Airplay
#1 — Johnny Sky: “With Or Without You” [Premium Latin]
#6 — Renzo: “Perdi El Control” [Mayimba Music]

Italy Top Albums
#7 — Elisa: L’anima vola [Sugar Music]

Portugal Top 30 Albums
#4 — Tony Carreira: 25 Anos [Farol Musica]

Denmark Top 40 Singles
#6 — L.O.C.: “Marquis” [SGMD]

ARIA (Australia) Top Albums
#19 — Various Artists: Triple J Like A Version 9 [ABC]

iTunes Top 200 Albums
#148 — Red Dragon Cartel: Red Dragon Cartel [Frontiers Records]
#161 — Within Temptation: Hydra (Bonus Track Version) [Nuclear Blast] * pre-order

iTunes Metal Albums
#1 — Within Temptation: Hydra (Bonus Track Version) [Nuclear Blast] * pre-order

iTunes Metal Songs
#5 — Within Temptation: “Dangerous (feat. Howard Jones)” [Nuclear Blast]

iTunes Italy Top Albums
#6 — Elisa: L’anima vola [Sugar Music]
#10 — Negramaro: Una storia semplice (Deluxe Edition ) [Sugar Music]

iTunes Denmark Top Albums
#1 — L.O.C.: Sakrilegium [SGMD]

iTunes Denmark Hip Hop/Rap Albums
#1 — L.O.C.: Sakrilegium [SGMD]

iTunes Sweden Top Songs
#1 — B. Robin: “Fired (feat. J-Son)” [Cosmos]

iTunes Russia Top Albums
#1 — Sherlock: Music from Series 3 (Original Television Soundtrack) [Silva Screen]
#5 — Владимир Высоцкий: Избранное [Мелодия]
#13 — Grigory Leps: The Best [Nikitin]
#19 — Nautilus Pompilius: Эта музыка будет вечной. Наутилус — 30 лет [First Music Publishing]
#20 — Grigory Leps: The Best (Deluxe Version) [Nikitin]

iTunes Turkey Top Albums
#3 — Various Artists: Sounds of Anjelique, Vol. 7 [Yeni Dunya Muzik]
#6 — Fazil Say: İlk Şarkılar [Ada Yayincilik]
#12 — Oğuzhan Koç: Ben Hala Rüyada [Esen Elecktonik San]
#16 — Çeşitli Sanatçılar: Organize Oluyoruz, Vol. 3 [Dokuz Sekiz Muzik]

iTunes Brazil Top Albums
#4 – Varios Artistas: Amor à Vida – Internacional [Som Livre/Globo]
#6 — Jorge e Mateus: Live in London – At Royal Albert Hall [Som Livre/Globo]
#8 – Claudia Leitte: Axemusic (Ao Vivo) [Som Livre/Globo]
#18 — Jorge e Mateus: A Hora é Agora (Ao Vivo em Jurerê) [Som Livre/Globo]

iTunes Documentaries US
#14 — Into The Mind [Sherpas Cinema]

iTunes Sports Movies US
#15 — Into The Mind [Sherpas Cinema]

iTunes Documentaries CA
#8 — Into The Mind [Sherpas Cinema]
#11 – Slednecks 16 [Slednecks Inc]

iTunes Sports Movies CA
#11 — Into The Mind [Sherpas Cinema]
#15 — Slednecks 16 [Slednecks Inc]

iTunes Documentaries UK
#7 — Into The Mind [Sherpas Cinema]

iTunes Sports Movies UK
#3 – Into The Mind [Sherpas Cinema]

iTunes Documentaries AU
#18 — Beyoncé: Life Is But A Dream [Sony Music]

iTunes Sports Movies AU
#8 — Moto 5: The Movie [The Assignment, Inc.]

… Continue Reading

Sharon Jones & the Dap-Kings Give The People What They Want

October 23, 2013 Artist News No Comments

Sharon Jones, Give The People What They WantBack in June, we shared the sad news that Sharon Jones was diagnosed with cancer and that she and the Dap-Kings had to postpone the release of their new album, Give The People What They Want, and the supporting tour. After a successful operation, months of treatment, and the love and support of friends, family and fans, the Queen of Soul has kicked cancer in the butt and is ready to… give the people what they want.

We’ll keep it simple: two dates.

  1. January 14, 2014: new album release date
  2. February 6, 2014: opening show at the Beacon Theater, New York City (tickets on sale now!)

Sharon Jones & the Dap-Kings have been carving their legacy in the world of Soul for over a decade now, and with Daptone Records by their side, they’re doing it right. From live performances that resonate through your bones to recordings you can listen to over and over and feel something new each time, Sharon Jones & the Dap-Kings have touched old and young, far and wide, and this new record promises to do just that and more.

The opening track and first single, “Retreat!,” is very symbolic of the band’s path to releasing this record. “Taking you apart is my kind of fun / Count to 3 and then you better run / 1, 2, 3 Here I coooome / Retreat!” Retreat: cancer; retreat: obstacles, retreat: anything in Sharon Jones’ path. The animated video that just came out for the track is not just stunning in terms of graphics and design, but also spot on when it comes to communicating the message of the song. The obstacles here — however you’d like to interpret them (and any meaningful song should be able to strike a chord with the listener no matter what you’re feeling) — are represented by wolves. Whether just one, a small pack or the whole herd, Sharon Jones fights them off one by one, because “what a fool you’d be to take [me/her/you/them] on.” 

In addition to “Retreat!,” there’s a slew of tracks worth looking forward to. I had the chance to preview the album at Union Pool this past Friday, where Neal Sugarman himself was DJ’ing the full record as part of CMJ festivities. Standouts include “Stranger To My Happiness” and “We Get Along.” And the band’s bassist and bandleader Bosco Mann even says “without a doubt, this album is the greatest thing we’ve ever recorded and I’ve been anxious for the world to hear it.”

Well, what is it you want?

Get to Know Charles Bradley, The Soul of The American Dream

charles bradleyFall down seven times, stand up eight. If anyone is the embodiment of this motto, it’s Soul singer Charles Bradley. Award-winning director Poull Brien’s 74-minute documentary, titled “Charles Bradley: Soul of America,” reports on the months between Charles’ 62nd birthday and the release of debut album No Time for Dreaming. His story is truly inspiring, full of trials and triumphs that influence the music conveyed through his deep, soulful voice. This documentary epitomizes the American Dream and shows that anyone can achieve their goals through hard work and perseverance.

Growing up, Charles’ childhood was plagued with tragedy. He was abandoned as a child, lived in constant poverty, was homeless and suffered the loss of his brother. Instead of getting down on himself, he found the drive to turn all these negative experiences into heartfelt songs about the struggles of making it in America. Charles began to develop his unique voice and kept pursuing his dream of becoming a professional singer, while acting as a James Brown impersonator to pay the bills. Eventually, his hard work and talent came to fruition and he earned a spot to perform on tour with Sharon Jones & the Dap-Kings, where he delivered passionate performances that struck a chord with audiences around the country.

At that point in his life, Charles was still plagued by financial and emotional burdens. The release of No Time for Dreaming with the support of Daptone Records could not have come at a better time, and it became a hit among fans and critics alike. Rolling Stone magazine ranked it as one of 2011’s Top 50 Albums, and Charles secured spots on talk shows such as The Tonight Show with Jay Leno and Last Call with Carson Daly. Charles was finally living his dream and his fan base has been growing ever since. It’s hard not to connect with Charles — he always wears his heart on his sleeve and bears his soul for the world to hear, making each performance a moving and transcending experience.

Charles Bradley: Soul of America” premiered at the SXSW Film Festival in Austin, Texas, is screening around the U.S. starting this month, and was just released wide on iTunes and Amazon Instant Video, so you can witness Charles’ path for yourself. Even better, you can also witness Charles working his magic live — full dates below.

… Continue Reading

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