The Daily Rind | Tag Archive | the raveonettes

Home » the raveonettes » Recently Tagged Articles:

Case Study: The Raveonettes and Their Surprise Release “Pe’ahi”

TheRaveonettes

GOALS
For The Raveonettes’ 7th studio album, Pe’ahi, the indie duo opted for a less traditional marketing route: the surprise release. This new project came almost two years after the band’s last album, Observator. Therefore, our main objectives for this worldwide campaign were to both set the stage for a new release and reinvigorate the fanbase without giving away any new album plans.

TACTICS
In order to properly spread the news of the album release without giving away too much information, we decided to break our campaign down into two phases over the course of only two weeks. In the first, we began by concentrating solely on serving core fans by “secretly” issuing the track “Sisters.” We did so by sending out a newsletter that included the track to the band’s mailing list. Additionally, hidden, “dark” posts, ones targeted only to Raveonettes fans, were promoted on the band’s Facebook page, including a video trailer and link to the secret download page.

Simultaneously, a series of YouTube pre-roll and search ads using terms related to “new The Raveonettes album” were launched targeting only the most engaged fans, for instance those who had watched certain Raveonettes videos in the previous 30 days. Because the actual album release was still secret, these ads left out any kind of sales messaging. The idea was that although no formal announcement had been made, superfans would share the “secret” with their friends to organically get the hype going. In the process, we gathered valuable data on the band’s top fans, which allowed us to later push the album’s release to the right audience.

Three days later, the track was announced publicly across the band’s socials, driving traffic towards the hidden track download page. When intrigued fans made their way to the website, they submitted their email to download the track via the Unlock FM widget, marking first-time use of the platform and allowing us to collect remarketing data for the second phase.

Phase two of the Pe’ahi campaign came the following week when the album made its surprise drop. We used all the segmented remarketing data gathered from phase one to really push release awareness. With it, our interactive marketing team helped The Raveonettes post targeted messages on their socials to the most relevant audiences. We retired the original “secret” download link so that it simply forwarded to the band’s website, thus making the search easier for those who weren’t superfans. Throughout the first week of the release, a series of themed lyric videos and album streams premiered across publications like Pitchfork, Q Online, This is Fake DIY, NPR, USA Today and other leading online editorials in Germany, Spain, Italy and Australia.

To continue driving sales and streams, official music videos for each track are set to roll out throughout 2015. The first, “Endless Sleeper,” premiered on Stereogum one week after Pe’ahi came out.

RESULTS

  • From the start of the campaign in May up until September, Facebook engagement increased by 13%, YouTube subscribers were up by 176%, Wikipedia Pageviews increased by 94% and Instagram Followers increased by 48%.
  • The average time spent on the splash page was 39 seconds – that’s quite a long time for splash pages, meaning the viewer was fully engaged with content on the page.
  • As part of the Email Unlock campaign, there was a 25% increase in the number of emails acquired.
  • Pe’ahi debuted at #5 on the Billboard Top New Artist Albums chart, remaining on the chart for 6+ weeks, peaked at #3 on the overall Danish iTunes Chart, #1 on the Danish iTunes Alternative Chart, and spent 5 weeks on CMJ’s Top 10 Album Chart.

For your viewing pleasure:

Take These Holiday Classics for an Indie Spin

IndieHoliday2Have you ever polished a chestnut? Oh, how it shines. We’ve put together a playlist of our favorite Indie artists polishing away, with soft white dream powder (The Raveonettes “Christmas (Baby Please Come Home)”), with wacko monkey grease (Quintron & Miss Pussycat “Jingle Bell Rock”), with Retro Funk goo (Shawn Lee‘s Ping Pong Orchestra “Little Drummer Boy”), with purple drank (Ying Yang Twins “Sleigh Ride”), with… a shirt, probably, because this guy doesn’t like wearing a shirt (Iggy Pop “White Christmas”). It’s new and nostalgic, at the same time. Happy ho ho y’all.

Freeloader Friday: Youth Code, PROM, Iron Reagan & More

September 19, 2014 Freeloader Friday No Comments

888831653745It’s that most anticipated time of the week: Freeloader Friday! And the end of another work week, of course. Today, we’ve got tons of great premieres from all different genres, so let’s get started.

Three full album streams are first on the list. There’s Youth Code’s House Metal and Punk Electronica album, kind of like a dance party DJ’d by The Joker; Whirr’s Shoegaze Punk that ends up being more introspective than you might expect; lastly, Myrkur’s Hardcore Metal that’s interrupted every so often by angel choruses. If you’re sensing a common thread amongst these album streams, you’d be onto something.

Now, lemme take you track by track. Have a listen first to Dream-Pop duo PROM, newly signed to Ghost Beach’s Crazy Heart Records. So yes, expect great things. Next, check out Allo Darlin’s latest, most adorable Indie Folk-Pop jangle. Then, to really shake things up, catch Obituary’s 2-minute thrasher, appropriately labeled by Metalsucks as “a pleasant, upbeat little ditty.” AKA, utterly brutal Metal. Lastly, there’s Raul Midon’s collab with Dianne Reeves, a solid Acoustic Jazz jam to put your mind at ease.

Finally, splurge with some visual stimulation by way of music vids: roam the streets with The Raveonettes and some heartbroken assassins, cruise an abandoned beach in a B&W memory from Amp Live, and watch Iron Reagan take over the world (well, OK – more like the streets) in one of the greatest music videos ever made.

And that. Is. All. Have a splendid last technically summer weekend!

Youth Code: Full album stream via Pitchfork Advance
A Place to Stand out September 23 on Dais Records

Whirr: Full album stream via Pitchfork Advance
Sway out September 23 on Graveface Records

Myrkur: Full album stream via Brooklyn Vegan
Myrkur out now on Relapse Records

PROM: “Flickers” track premiere via Billboard
Keeping Company out October 14 on Crazy Heart Records

Allo Darlin’: “Bright Eyes” track premiere via Billboard
We Come from the Same Place out October 7 on Slumberland Records

Obituary: “Violence” track premiere via Metalsucks
Inked in Blood out October 27 on Relapse Records

Raul Midon: “Make It Better (ft. Dianne Reeves)” track premiere and download via Official.fm
Don’t Hesitate out September 30 on Mack Avenue Records

The Raveonettes: “Killer in the Streets” official music video via Billboard
Pe’ahi out now on Beat Dies

Amp Live: “Signs (ft. Eric Rachmany)” official music video via Vice
Headphone Concerto out now on Plug Research

Iron Reagan: “Miserable Failure” official music video premiere via Noisey
The Tyranny of Will out now on Relapse Records

The Orchard Chart Toppers: August 2014

September 12, 2014 Featured News, Orchard News No Comments

The Orchard Chart Toppers

As we bid farewell to the summer months, we also bid congrats to some great acts who made themselves known on the charts this past month. Highlights include the hot new band Jessica Hernandez & The Deltas. This brand new act has shown tremendous organic growth, seducing fans at every turn, and landed some impressive spots on the charts with their debut Secret Evil. Join the bandwagon, guys. Spanish brothers Gemeliers took their local charts by storm as well, and label Vidisco released such awesome compilations, that together with other big local artists, they pretty much monopolized half of the Portugal official charts. Way to go!

August also saw the release of our very first theatrical film, Rich Hill. We all went to see the premiere as an exciting summer outing, and the film clearly hit home around the world. It’s a must-see — bring some tissues.

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 August 31, 2014

Billboard Top 200 Albums
#133 — Accept: Blind Rage [Nuclear Blast]

Billboard Current Albums
#111 — Accept: Blind Rage [Nuclear Blast]

Billboard Independent Albums
#22 — Accept: Blind Rage [Nuclear Blast]

Billboard Heatseekers
#18 — Will Dailey: National Throat [Wheelkick]
#26 — Jessica Hernandez & The Deltas: Secret Evil [Instant Records]

Billboard Tastemakers
#19 — Accept: Blind Rage [Nuclear Blast]

Spain Top Albums
#2 — Gemeliers: Lo Mejor está por venir [Pep’s Records]

Portugal Top Albums
#2 — Various Artists: Kizomba Mix – Mixed by DJ. Manu Santos [Vidisco]
#3 — Various Artists: Caribe Mix 2014 [Vidisco]
#4 — Tony Carreira: 25 Anos [Farol]
#9 — Various Artists: Piradinha 3 [Vidisco]
#12 — Various Artists: Latin Hits 3 [Vidisco]
#15 — Various Artists: Disco Ouro 2014/15 [Espacial]
#17 — Various Artists: Caribe 2014 – o Teu Toque [Vidisco]
#18 — Various Artistas: Kuduro Portugal Vol. 2 [Espacial]
#20 — David Carreira: A Força Está Em Nós [Farol]

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

iTunes Top 200 Albums
#191 — Souls Of Mischief: There Is Only Now (Deluxe Version) [Linear Labs]

iTunes Italy Top Albums
#18 — Negramaro: Una storia semplice [Sugar Music]

iTunes Russia Top Albums
#3 — Smyslovye Gallyutsinatsii: Мысленный Волк (Лучшее 2000-2014) [Первое Музыкальное Издательство]
#5 — Various Artists: Танцевальный Рай 33 [2014 Studia SOYUZ]
#15 — Grigory Leps: The Best (Deluxe Version) [Nikitin]

iTunes Top Documentary Movies US
#8 — Rich Hill [Dinky Pictures]
#15 — Into the Mind [Sherpas Cinema]

iTunes Top Sports Movies US
#6 — Into the Mind [Sherpas Cinema]

iTunes Top Documentary Movies CA
#11 — Rich Hill [Dinky Pictures]

iTunes Top Sports Movies CA
#10 — Slednecks 16 [Slednecks Inc]
#12 — Into the Mind [Sherpas Cinema]

iTunes Top Sports Movies UK
#19 — Into the Mind [Sherpas Cinema]

iTunes Top Short Films UK
#1 — NotBad [Anthill Films]

iTunes Top Documentary Movies AU
#10 — Rich Hill [Dinky Pictures]

iTunes Top Sports Movies AU
#17 — Into the Mind [Sherpas Cinema]

iTunes Top Independent Films AU
#11 — Rich Hill [Dinky Pictures]

… Continue Reading

The Orchard Chart Toppers: July 2014

The Orchard Chart Toppers

July brought us much excitement on the charts, and we’re happy to be able to share the love and pride with you here. First, we’re stoked at how long we managed to take over the iTunes Brazil Singles chart, claiming up to 15/20 spots including the full Top 10 with local band and “SuperStar” reality TV show winner, Malta. Deathcore Metal champs Suicide Silence absolutely killed it — erm, no pun intended — debuting at #16 on the Billboard Top 200 and staying put there and on the Independent and Current Albums charts for three straight weeks. Country/Hip-Hop Georgia man Colt Ford also took impressive hold of the charts; The Raveonettes’ surprise album Pe’ahi got a warm welcome both in the U.S. and their native market, Denmark; and we even scored a #1 Jazz hit with Smooth Jazz trumpet player, Rick Braun.

On the film front, Brandon Semenuk’s Rad Company didn’t go anywhere since last month, and is still claiming its spot on Documentary and Sports Films charts around the world. Other notable mentions include Zero to 100: The Lakey Peterson Story, an action sports doc on female surfing sensation Lakey Peterson, and Shock Till You Drop horror flick, Ghostlight.

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 August 3, 2014

Billboard Top 200 Albums
#52 — Colt Ford: Thanks For Listening [Average Joes]
#56 — Suicide Silence: You Can’t Stop Me [Nuclear Blast]
#108 — Yes: Heaven & Earth [Frontiers Records]

Billboard Current Albums
#52 — Colt Ford: Thanks For Listening [Average Joes]
#56 — Suicide Silence: You Can’t Stop Me [Nuclear Blast]
#95 — Yes: Heaven & Earth [Frontiers Records]

Billboard Independent Albums
#4 — Colt Ford: Thanks For Listening [Average Joes]
#5 — Suicide Silence: You Can’t Stop Me [Nuclear Blast]
#15 — Yes: Heaven & Earth [Frontiers Records]
#48 — Various Artists: Hits Of The 90’s [TUTM]

Billboard Heatseekers
#8 — The Raveonettes: Pe’ahi [Beat Dies]
#20 — Vanna: Void [Pure Noise]
#30 — To The Wind: Block Out The Sun & Sleep [Pure Noise]
#39 — Front Porch Step: Aware [Pure Noise]

Portugal Top Albums
#12 – Various Artists: Latin Hits 3 [Vidisco]
#14 – Various Artist: Caribe 2014 – o Teu Toque [Vidisco]
#10 – Various Artist: Piradinha 3 [Vidisco]
#20 – Tony Carreira: 25 Anos [Farol]

Spain Top Albums
#1 — Gemeliers: Lo Mejor está por venir [Pep’s Records]

Denmark Top Albums
#9 — The Raveonettes: Pe’ahi [Beat Dies Records]

iTunes Top 200 Albums
#190 — Four Year Strong: Go Down In History EP [Pure Noise]

iTunes Metal Albums
#1 — Suicide Silence: You Can’t Stop Me (Special Edition) [Nuclear Blast]

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

iTunes Russia Top Albums
#3 — Various Artists: Новая волна 2014 [Studia Soyuz]
#5 — Владимир Высоцкий: Избранное [Melodiya]
#17 — Grigory Leps: The Best (Deluxe Version) [Nikitin]

iTunes Latvia Top Albums
#5 — Various Artists: Vislabākā Latviešu Šlāgermūzikas Izlase (Izdevniecība MicRec)

iTunes Brazil Top Albums
#4 — Sambô: Sambô (Ao Vivo) [Som Livre/Globo]
#6 — Chitãozinho & Xororó – 40 anos: Chitãozinho e Xororó [Som Livre/Globo]
#14 – Jorge & Mateus: A Hora é Agora (Ao Vivo) [Som Livre/Globo]

iTunes Denmark Top Albums
#7 — The Raveonettes: Pe’ahi [Beat Dies Records]

iTunes Denmark Top Electronic Tracks
#2 — Julias Moon: “Lipstick Lies” [NMS]
#10 — Julias Moon: “Bay [Single]” [NMS]

iTunes Top Documentary Movies US
#5 — Zero to 100: The Lakey Peterson Story [LIEBERVISION]
#16 — 2014 NBA Champions: San Antonio Spurs [Team Marketing]

iTunes Top Sports Movies US
#1 — Zero to 100: The Lakey Peterson Story [LIEBERVISION]
#10 — 2014 NBA Champions: San Antonio Spurs [Team Marketing]

iTunes Top Short Films US
#9 — The Cradle of Storms [Surfer Films]

iTunes Top Documentary Movies CA
#5 — Brandon Semenuk’s Rad Company [Red Bull Media House]
#14 — 2014 NBA Champions: San Antonio Spurs [Team Marketing]

iTunes Top Sports Movies CA
#5 — Brandon Semenuk’s Rad Company [Red Bull Media House]
#8 — 2014 NBA Champions: San Antonio Spurs [Team Marketing]

iTunes Top Documentary Movies AU
#5 — Lost: MH 370 [Journeyman Pictures]
#11 — Discovering Mavericks (Bonus Cut) [Joshua Pomer Films]

iTunes Top Sports Movies AU
#3 — Discovering Mavericks (Bonus Cut) [Joshua Pomer Films]

iTunes Top Horror Films AU
#9 — Saving Grace [Eagle One Media]

… Continue Reading

Next Page »

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.

Follow Us!

Archives