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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:

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.

About The Orchard

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