The Entertainment Industry

Hot Music and the Marketing of an

Artist

Santana

Making the Connection

Previous record label was convinced Santana was past prime and too oldLast Number 1 album was in 1971Was reinvention or repositioning of the product required or changing of the image?

Role of Artista Records and Clive

DavisHeard a performance at Radio City Music HallSigned Santana to Arista label in anticipation of fresh influx of music and creativity combined with legendary status would be explosiveDavis and Santana felt that the record should include new collaborations and not be a “tribute” albumPrevious release was a compilation of hits

Role of Collaborative

ArtistsDiversification of appeal across market segments

i.e., Rob Thomas, Dave Matthews and Lauryn HillNow attract younger, diversified segments in addition to traditional listeners

Role of Perceived Latin Invasion

Ricky MartinJennifer LopezMarc AnthonyGloria Estefan

Developing the Product Extension – Results?

What is my brand image for Santana? How is this alternatively helpful and hurtful?MerchandisingPublic Relations Opportunities

Fundraising Grant Development

Tour Dates – Live PerformancesTV Spots with other artisits

CBS Spot with Ricky Martin

What is the PLC of this product and incarnation?

Role of Publicity and Public Relations

Milagro FoundationChildren’s Educational Grants and Donations to Doctors without Borders

Hard Rock Café and Fundraising Cooperative StrategiesHow does this impact sales and fundraising?

Importance of Billboard Charts and MTV

What role does Billboard play in the success of an artist and release?

Reporter roleSales StimulatorInteractive Role

MTV – Viacom CompanyMarketing Perspective

Role in Dissemination of Information and Awareness and Familiarity

Role of the Internet

Alternative Distribution Channel

Direct MarketingHome Page

CD Now

Promotional Opportunities

Cooperative ads with Amazon.com, CDNow

Public Relations Generation

Billboard, GuitarPlayer.comMTV Voter Polls

The Internet ShopperWhat is the Profile of the Traditional Internet Shopper?

Men?Sales Potential?New Markets or Established Segments?