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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

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!

Hey Lovie, Got a Vote to Spare?

September 26, 2014 Featured News, Orchard News No Comments

2014_Finalist_WhiteWe were delighted to receive the news this week that BalconyTV has been named a Finalist in the Internet Video: Music and Entertainment category of the Lovie Awards. The Lovie Awards are essentially the European version of the Webby Awards, and for those not in the know, the Webby Awards are considered to be the “Oscars of the Internet.” So I guess it’s a bit like being selected in competition for the Cannes Film Festival. That’s what we’re saying anyway.

Awards competitions are a strange business. In truth, most awards that are based around art are a bit silly. Art is subjective after all. Nevertheless, a lot of us get in a tizzy over them shiny statues. We all want one. At the end of the day, it’s nice to receive an award even if there is not much logic to the madness. On the other hand, if you lose… well who needs ‘em? Right?

They do have importance though. And I would advise anybody considering a startup venture to take heed. If it was not for awards, it’s likely that BalconyTV would not be here right now.

In 2007, BalconyTV won Best Music Website at the Digital Media Awards in Ireland. This surprise win gave us the impetus to keep running with the show. We beat some pretty high profile competitors and were able to use the phrase ‘award winning’ liberally. Ah yes, that phrase has done well by us. It rings bells in people’s heads. It shouldn’t, but it does.

After the success at the Irish awards, we thought we should go global in our recognition seeking. As we mentioned earlier, the Webby Awards touted themselves as the “Oscars of the Internet”… and that was good enough for us. So in 2008, BalconyTV was nominated for Best Viral Video Content at the Webbys. This was a huge accolade for us, and we didn’t even win!

In ’08, YouTube was still a relatively new phenomenon. Thus, to be nominated as one of the Top 5 Viral Video concepts at a time when the concept of viral video was just breaking through was pretty on the money. We were up against the likes of (remember these) Chocolate Rain, Obama Girl, Diet Coke + Mentos and my favorite, Here Comes Another Bubble by The Richter Scales.

Although we didn’t win, we were covered by National TV News in Ireland and that led directly to BalconyTV receiving its first angel investment round, which secured BalconyTV’s future.

… Continue Reading

Welcome, Kellie!

September 24, 2014 Orchard News No Comments

KellieMcElderryIntroducing Kellie McElderry, Manager, Film & TV

In a world where the millennials have made cable cutting cool, you have to decide if you’re going to wait for each phase to pass or jump on the boat before you’re left on an island alone. Several years ago I took a leap (no cable or TV) and it all made sense. These kids aren’t crazy — they see the future before most people do and embracing it is the key to success. Not only do you realize you have everything you need via Apple TV, Roku, etc. but you find yourself happy to pay any price for good quality content. Consumers are hungry for the next Jiro Dreams of Sushi and The Orchard is going to fulfill that need and more. When Paul started talking about picking up films from the festivals and really getting behind great content in a new way I already envisioned myself on the team and knew I had to be in this role.

A little bit about me, I’m a Los Angeles native who has adored the entertainment world since I used to sneak into every cinema class I could at USC. I started in Marketing after I graduated then explored the exciting world of PR, working on Fox Searchlight titles at ID Public Relations. I was always curious about what it would be like to be on the corporate side so I went on to work in Digital Marketing at Fox, helping develop the Digital HD brand and pushing the TV studios to do more Fox firsts with free pre-air premieres.

I’m thrilled to be joining The Orchard family!

What The #&@$ Do You Do, Matt?!?

MatthewGaliziaMatthew Galizia
Manager, Business Affairs
Joined The Orchard in October 2012 (as Retail Marketing intern)

You stole our hearts a couple of years ago as a Retail Marketing intern, and then moved upstairs to join the Legal team full time. Tell us, what the #&@$ do you do there, Matt?
It was the fun-loving, hard working atmosphere and all the great personalities of The Orchard that stole my heart during my time as a Retail Marketing Intern. I knew immediately I had to find a way to stick around.
When I moved upstairs to the Business Affairs team, my role changed rather dramatically from taking screenshots of featured Orchard releases and tracking sales figures across digital platforms, to drafting and administering synchronization and master use license agreements, drafting termination letter agreements and putting together contract summaries for our agreements with partnered digital service providers. I also provide general administrative and back-office support for various Orchard teams — things like updating contract and payment information for our labels in OA, filings with the US Copyright Office for our owned content and reviewing contracts and fielding questions internally about what our rights and responsibilities are with respect to our label clients and partners.

More recently, I began getting involved in our mechanical administration service. I’ve become a point of contact both internally and externally for inquiries regarding publishing royalties and DPD (digital reproduction) mechanical licenses, and I help manage and problem solve for any publishing related issues that may arise.

Finally, together with the rest of the Business Affairs and Legal teams, I assist with content rights disputes and third party claims. I help track claims disputes and liaise with partnered service providers to resolve. Yes… I am one of those annoying legal people that send around pushy emails to client managers asking them to inquire about our represented labels’ rights with respect to specific content when we receive disputes.

Mechanical admin sounds important. Can you tell us more about why it matters and how our involvement benefits our clients?
Well… per United States copyright law, music publishers (acting as agents on behalf of songwriters) are entitled to collect a royalty every time a permanent copy of their song is made and distributed on download stores like iTunes and Amazon. Sometimes, when a song is not controlled by our label client (as is the case for many back catalog releases and cover tracks for instance), it can be an administrative nuisance for them to track down the necessary publishers, seek out a license and calculate and pay regular accountings to these publishers. With our mechanical admin service, The Orchard manages that responsibility whenever possible, allowing labels to focus more attention on content creation, curation and promotion, and less on back-office administration.

Our research on you led us to South Africa, where we hear you unleashed your natural inner drummer. So… what else did you let out there?
Haha — I let it all out in South Africa! I lived in Cape Town for just about six months and had the time of my life. I was studying drumming and African music theory but did more partying and exploring than anything else. During my time there I met many of my best friends and some of the most influential people in my life, including some extraordinary musicians from all over Africa at the South African College of Music. All in all, the experience taught me to be more expressive, open minded and to remain passionate without taking life too seriously.

Way to maximize six months of your life! And for all those times you get the cold shoulder in response to your annoying and pushy emails: THANK YOU for all the #&@$ you do, Matt!

specialty homemade dish: I come from a pretty big traditional Italian family so once a year around this time, the whole family gets together to make homemade tomato sauce. The process takes all day and is a lot of hard work but the sauce always comes out absolutely delicious. We make enough and jar for the whole year so you’ll have to come over one Sundayand try it for yourself!
what you did on your last Summer Friday of the year: I relaxed and enjoyed the great weather hanging out with some friends in my backyard.
most memorable live show: That’s a tough one — so many of them have lots of great (and some not so great) memories attached. But the one I find myself thinking about and wishing I could relive most at the moment is Soundwave Croatia Festival 2012. What could be better than wild parties and great music on an absolutely gorgeous Mediterranean island? Favorite acts — De La Soul, Ghost Poet and Jono McCleery.
random fact: I am terrified of bees — mostly because I’ve never been stung.

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