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1Running Head: CONCERT PROMOTION

Concert Promotion

Allison Crumback, Elizaveta Pavlova, Jordan Gillette

University of North Texas

CONCERT PROMOTION

Introduction

Performers

Three-time Grammy winner Michael Bublé will be performing two major shows with

opening act Christina Perri. Michael Bublé is a 37 year-old Italian-Canadian singer who has won

several awards for his musical talent and records, including a few Grammy Awards, numerous

Juno Awards, and countless other foreign awards and nominations (Michael Buble Biography,

2012). Some of his most popular singles are “Everything,” “Crazy Love,” and “Cry Me a River”

(Michael Buble Music, 2012, pg. 1). Michael Bublé’s lyrics are sung in several languages, and

the artist has sold over 30 million albums across the globe (Michaud, 2012). Christina Perri, the

global phenomenon’s opening act, is an American-born up-and-coming 26 year-old singer

(Christina Perri Biography, 2012). The starlet’s name rose to fame with her single “Jar of

Hearts” (Christina Perri Biography, 2012). She is the perfect complement to Bublé because she

has a similar unique flair and a voice that goes unmatched.

Locations

The first performance for the aforementioned duo will take place at the American

Airlines Center in Dallas, Texas. The renowned sports/event venue is located at 2500 Victory

Avenue, Dallas, Texas 75219 (Contact Us, 2012). As for the international location, the

performance will occur at the Palais Omnisports de Paris Bercy. Located at 8 boulevard de Bercy

75012 Paris, the venue is home to major foreign sporting affairs, such as Paris Tennis Masters

(Palais Omnisports de Paris Bercy, 2012). Both locations have been scouted and booked.

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Audience

Michael Bublé is constantly noted as the “Frank Sinatra” of the 21st century. His fan base

expands just as greatly as that of the Sinatra following. According to Erika Hobart, a live

reviewer for Seattle Weekly, the average fan in attendance of a Michael Bublé concert is a 40-

year old, Caucasian, white wine-consuming woman (Hobart, 2010). Yet, the Canadian crooner’s

fan base is not limited to middle-aged women, Hobart went on to state that “I certainly can vouch

after Saturday night that there's plenty of legitimate reasons why women, yes even young ones,

love him” (Hobart, 2010, pg. 1). According to Christina Perri’s community on her official

website, her fan base seems to be an even mix between males and females, but the overall age

demographic is in their teens to late twenties (Christina Perri Fans, 2012). Although Christina

Perri’s look appeals more towards the younger generation, her raspy, yet angelic voice will easily

capture the ears of the middle-age cohort of Michael Bublé followers.

In Dallas, the majority of concert attendees will be from the Highland Park area.

According to the recorded city data from the 2009 census, 52.5% of Highland Park residents are

female and around the median age of 45.1 years old (Highland Park, Texas, 2010). 91.6% of area

residents were Caucasian and made an average annual income of $172,353 (Highland Park,

Texas, 2010). The upscale income figure may be used to justify ticket prices.

In Paris, most Michael Bublé fans may reside within the 16th arrondissement. Considered

to be one of the more affluent arrondissements of Paris, the 16th district is home to heirs and

millionaires (Macaroon, 2009). Bublé’s songs most often resonate with the affluent and the

wealthy, so the history loving and heavy wine-drinking residents of the 16th arrondissement fit

his target audience to a tee in comparison with his American and Canadian fans.

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Justification of Choices

Michael Bublé’s style of music is played throughout the wealthy homes and holiday

parties as well as the somewhat-well-off suburban dweller commuting to the city for his or her

job. Jazz and swing, which are considered the style of Bublé’s music, are categorized by social

psychologist Sam Gosling as “reflective and complex” (Mixing Memory, 2007). Those within

the “reflective and complex” category are “positively correlated with openness to experience,

‘self-perceived intelligence,’ verbal ability, emotional stability, and political liberalism” (Mixing

Memory, 2007, pg. 1). As aforementioned, the majority of the concert attendees will be women

of 40 years of age, college-educated, and make and annual income of $100,000+. In spirit with

the upcoming holiday, Michael Bublé will perform songs from his album “Christmas” at both

concerts. Christina Perri will strike a chord with the younger cohorts, but will also be up-and-

coming in grasping a new audience of middle-agers.

As for the appropriateness of the relationship between the performers and the

geographical locations, the two concepts could not be a better match. Michael Bublé has

previously had a sold-out concert performance in Dallas at the American Airlines Center just two

years ago (Event Details: Michael Buble, 2010). Although this concert will be unlike his

previous performance, his last show received tremendous reviews. According to Mario Tarradell,

a music critic at the Dallas News, the “singer is certainly at the apex of his popularity, and his

fans - particularly the female ones - are blindly adoring…Bublé sure isn't lacking in the pipes

department, either. In classic Tony Bennett mode, Bublé sang without a microphone at the end of

his encore. His voice carried in the huge arena” (Tarradell, 2010, pg. 1). The American Airlines

Center is large enough to house 20,000 fans and has 142 luxury suites (Center Venues, 2012).

The venue is not far from Michael Bublé’s Highland Park audience, and has been voted one of

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the best venues in the country by its fans in a recent JD Powers and Associates Survey (Center

Venues, 2012). The central downtown location, as well as the concert hall size, is key to its

appropriateness for the show.

The international location, Palais Omnisports de Paris Bercy, is a spectacular foreign

venue that seats only 2,000 less fans than the American Airlines Center. The performance hall is

compared to the likes of Madison Square Garden in New York City (Palais Omnisports de Paris

Bercy, 2012). Bublé performed at the Palais Omnisports de Paris Bercy back on October 27,

2010 and received no less applause than he had on his tour across the United States (Hall, 2010).

As previously stated, the pyramid-shaped venue seats 18,000 fans and has housed other classic

music artists, such as Youssou Ndour (Palais Omnisports de Paris Bercy, 2012). The affluent

residents of the 16th arrondissement of Paris will flock to this venue for Bublé and Perri’s gig

because of the place’s historical value and its classical music performance past.

Name

The name of the concert is “In Tune With You.” The designed logo for the show appears

below. The concert tour logo is designed with a vintage microphone, golden lights, a music note

accent, and a strong signature font. The vintage microphone represents the artist’s style of music.

Bublé sings songs mainly written in the 1930’s- 1950’s while adding his own modern flair. His

music is all about traditional instruments like pianos, trumpets, and saxophones, but his songs

mainly highlight his singing voice. Although he performs with a large band, his music is simple

by today’s standards, soft and romantic, no need for technical alterations to his sound; it is just

his band’s instruments and his vocals. The logo speaks to the classic simplicity of Michael

Bublé’s brand image and music. By using a golden light affect in the background, it gives hints

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of either romantic candle

light or bright stage

lighting, both very much a

representation of the

singer himself. Using the

font of Kunstler script

adds to the simple classic

feel of the logo, a simple

writing of the artist’s names

and tour name. Finally, the

small music note used at the

accent over the é in the

artist’s name is adding a

small detail to the French

name, also representing that he plays real classic music, not mixers and turntables.

Promotion

Methods of Promotion

Different mediums in which to promote the “In Tune With You” concert series will

consist of billboard advertisements, promotional posters, flyers, social media sites such as

Facebook and Twitter, announcements over local and satellite radio stations, and Michael

Bublé’s official website.

Dallas Location (as an example)

In Tune with You

Michael Buble

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As mentioned earlier, Michael Bublé has a strong fan base. Reaching this vast fan base is

hardly limited. In Dallas, billboards should be displayed near the downtown area close to

American Airlines Center where the concert will be held. People driving to work and other

southern destinations will view these billboards while in sitting in heavy Dallas traffic during

their commute. If billboard/bulletin space is purchased from Dallas’ Billboard Source, the

billboard will be produced on a 14’ high x 48’ wide computer-printed vinyl (Products:

Billboards, 2012). To produce the advertisement, the average production cost is around $1,200

and the space rental is estimated at $1,500 per month, and the concert would most likely be

promoted for two months, totaling $3,000 (Products: Billboards, 2012). Posters will be posted in

the downtown area, and 100 glossy professional posters will cost around $1,425.07 from Print

KEG, including next-day mail delivery (Cheap Large Posters, 2012). Starbucks is one prime

example of a downtown location, as well as an international one. People of all ages go to

Starbucks, so it would be an easy way to reach a variety of people. Starbucks has sold his albums

in the past, and recently, the company picked up his latest Christmas album to sell as an add-on

to coffee and pastries. Promotional posters will be placed next to the CD stand.

Facebook, Twitter, and Michael Bublé’s official website will all be free forms of

advertising to reach the target fan base. Michael Bublé has Facebook and Twitter pages where all

his fans will be able to see that he has a concert coming up in the Dallas area. They would be

able to click on a link from the Facebook and Twitter pages to purchase tickets. Michael Bublé’s

website (www.michaelbuble.com) is also a great channel to advertise through. His fan club

members will be able to purchase tickets directly from his official website.

A lot of people still listen to the radio, so that would be another great place to advertise.

In Dallas, the concert announcement may air on some of the more popular pop radio stations like

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102.9, 103.7, and 106.1. Radio deejays will be allowed to talk up the concert and possibly offer

free tickets to winning contest callers. Advertising on the radio should not cost anything either,

especially if the stations are offered giveaways, which in-turn also increases the radio station’s

frequency of calls and the addition of even more listeners.

Flyers can be handed out on the street in Dallas and at Highland Park events as well as

near the Palais Omnisports de Paris Bercy at our international site. 500 flyers may be printed for

a mere $54.99 through VistaPrint (Custom Printed Flyers, 2012). An example of the flyer is

posted on the following page.

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CONCERT PROMOTION

Price

Dallas Location

The American Airlines Center has 142 luxury suites and seats for 20,000 screaming fans

(Center Venues, 2012). People who wish to view the concert after it has already commenced can

pay a nominal fee to view the concert via outdoor screens in the outdoor AT&T Plaza corridor.

These patrons will also have access to merchandise and have chances to win backstage passes

while enduring the cold weather outdoors. The AT&T Plaza is fit for up to 3,000 latecomers

(Center Venues, 2012). Based on a previous performance by Bublé at the American Airlines

Center on July 18, 2010, tickets sold from $49.50 to $89.50 (Event Details: Michael Buble,

2010). Today, general tickets could be sold for around $65.00, premium level tickets may go for

$85.00, and luxury suites would be priced depending on the number of people in the party.

Outdoor tickets may be sold for $29.50. The outdoor price can be marked down to this level

because more passer bys will purchase them for this price, and most likely buy more

merchandise since they spent so little on the actual experience. Unless actually booking an event,

American Airlines Center would not release information about pricing for the venue. For the

sake of the project, let’s assume American Airlines makes 40% profit off every ticket sold. If

general tickets are sold at $65.00 and the concert is sold out at 20,000 seats, a profit of

$1,300,000, before venue fees, etc., will be made off of general seating alone. If outdoor tickets

are sold at $29.50 and all 3,000 tickets are sold, $88,500 will result.

International Location

The Palais Omnisports de Paris may seat anywhere from 7,000 to 18,000 people

depending on the event (Palais Omnisports de Paris Bercy, 2012). For our concert set up, 18,000

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will be seated. One of the articles mentioned earlier compared Michael Bublé to yet another

singing sensation, Justin Bieber. Ticket packages currently being sold for Justin Bieber’s

upcoming concert in March 2013 are priced at 65.20 € to 304 € (Package Justin Bieber P.O.P

Bercy, 2012). In U.S. currency, these values are converted to $84.45 and $393.77. Michael

Bublé’s should be able to sell for similar prices, especially to the affluent audience. The

international location declined to disclose any information, so the rate will stand at 40% profit

for the venue. If a ticket for $95.00 is sold to 18,000 fans, a profit of $1,710,000 is made before

deductions.

Merchandise

Assortment Variety

Merchandise available at both locations will be the same items and number of SKUs. T-

shirts, sweatshirts, etched wine glasses, and autographed sheet music will be offered at the

concert sporting the logo, photos of Michael Bublé or Christina Perri, and designer art depictions

of either artist. Michael Bublé’s “Christmas” album, featuring three new bonus tracks, will be

for sale near the exit and/or entrances of the venues. The markup percentage needed to achieve

gross margin goal is 80%.

o T-shirt assortment variety= 40,000 SKUs = 4 styles of t-shirts x 5 sizes x 4 colors

o Sweatshirt assortment variety= 40,000 SKUs= 3 styles of sweatshirts x 5 sizes x 3 colors

o Etched wine glass assortment variety= 35,000 SKUs= 2 styles of glasses x 1 size x 1

clear color

o Autographed sheet music assortment variety= 50,000 SKUs= 6 styles of sheet music x 1

size x 2 colors

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o 2013 wall calendar assortment variety= 50,000 SKUs= 2 styles of calendars x 1 size x 2

colors

o Autographed “Christmas” CDs= 75,000 SKUs= 1 style of CDs x 1 sixe x 1 color

Pricing Sheets

o T-Shirts

Quantity 40,000

Wholesale price per piece $4.50

Total Cost $180,000

% Mark-up 80%

Total Cost with Mark-ups $324,000

o Sweatshirts

Quantity 40,000


Total Cost $260,000

% Mark-up 80%


o Etched Wine Glasses

Quantity 35,000


Total Cost $367,500

% Mark-up 80%

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o Autographed Sheet Music

Quantity 55,000


Total Cost $137,500

% Mark-up 80%


o 2013 Wall Calendar

Quantity 50,000


Total Cost $625,000

% Mark-up 80%

Total Cost with Mark-ups $1,125,000

o Autographed “Christmas” CD

Quantity 100,000


Total Cost $450,000

% Mark-up 80%

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Profit Statement

Gross Sales (tickets and merchandise)Customer Returns & Allowances

6,734,500-67,345= $6,667,155

1%

Net SalesCost of Goods Sold (your merch. sold)

$6,734,500

Gross MarginProcurement Costs

6,734,500 x 30%= $2,020,3506,734,500 x 10%= $673,450

30%10%

Adjusted Gross Margin

Overhead/Expenses

2,020,350-673,450= $1,346,9001,346,900-336,725= $1,010,175

Operating ProfitOther Income/Expenses

6,734,500 x 5%= $336,725None

5%

Net Profit Before Taxes (Total)Physical Location Net ProfitPromotion Company Net ProfitArtists’ Net ProfitYour Net Profit

336,725+ 336,725= $673,450

$269,380$168,362.50

$134,690$101,017.50

40%25%

20%15%

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References

Center Venues. (2012). Retrieved from American Airlines Center: http://www.americanairlinescenter.com/about-aacenter/center-venues.php

Cheap Large Posters. (2012). Retrieved from PrintKEG.com: http://www.printkeg.com/cheap-large-posters.php

Christina Perri Biography. (2012). Retrieved from Last.fm: http://www.last.fm/music/Christina+Perri

Christina Perri Fans. (2012). Retrieved from Christina Perri's Official Page: http://www.christinaperri.com/member/

Contact Us. (2012). Retrieved from American Airlines Center: http://www.americanairlinescenter.com/about-aacenter/contact_us.php

Custom Printed Flyers. (2012). Retrieved from VistaPrint: http://www.vistaprint.com/splash-flyers.aspx?mk=Printing+Flyers+For+Cheap

Event Details: Michael Buble. (2010). Retrieved from American Airlines Center: http://www.americanairlinescenter.com/events-and-tickets/event_details.php?eid=1201

Hall, T. (2010, June 23). Michael Buble Continues "Crazy Love" Journey. Retrieved from Sound Spike: http://www.sounspike.com/story/165/michael-buble-continues-crazy-love-journey/

Highland Park, Texas. (2010). Retrieved from City-data.com: http://www.city-data.com/city/Highland-Park-Texas.html

Hobart, E. (2010, April 5). Live Review: White Wine Drinkers Love Michael Buble, 40-year-olds' Justin Bieber. Retrieved from Seattle Weekly: http://blogs.seattleweekly.com/reverb/2010/04/live_review_white_wine_drinker.php

Macaroon, M. (2009, June 10). The Chic 16th- Poshest Quarter of Paris. Retrieved from Simon Seeks: http://www.simonseeks.com/travel-guides/chic-16th-poshest-quarter-paris_111214

Michael Buble Biography. (2012, April 2012). Retrieved from Last.fm: http:/www.last.fm/music/Michael+Buble

Michael Buble Music. (2012). Retrieved from Michael Buble: http://www.michaelbuble.com/discography

Michaud, J. (2012). Biography for Michael Buble. Retrieved from IMDb: http://www.imbd.com/name/nm0117826/bio

Mixing Memory. (2007, March 12). Retrieved from Science Blogs of National Geographic: http://www.scienceblogs.com/mixingmemory/2007/03/12/what-does-your-music-say-about-1/

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Package Justin Bieber P.O.P Bercy. (2012). Retrieved from Ticketnet.fr: http://www.ticketnet.fr

Palais Omnisports de Paris Bercy. (2012). Retrieved from Paris Digest: http://www.parisdigest.com/sports/palaisomnisports.htm

Products: Billboards. (2012). Retrieved from Billboard Source: http://www.billboardsource.com/product-bulletin.php

Tarradell, M. (2010, July 19). Concert Review: Michael Buble at American Airlines Center. Retrieved from Dallas News: http://www.dallasnews.com/entertainment/columnists/mario-tarradell/20100719-concert-review-Michael-Buble-at-american-airlines-center.ece

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