The band promoted Backspacer wrong, made little sense
musicismylife78
Posts: 6,116
When I first heard about the Target deal, I didnt cringe about the fact they were doing a deal with a major corporation, my anger or disappointment was the fact this was sort of a wierd and silly idea if they wanted to sell records.
Its clear, for Avocado and Backspacer, the band, explicitly were hoping that these records would sell big numbers, and the press and marketing for both records reflected that.
I posted about this months ago, when the deal was announced and I said it was silly to do this, with Target, to focus attention and hype and the media, on the album itself as opposed to the songs specifically or the band.
My buisness plan for backspacer would have been: liscencing some of the tunes for use in tv shows like Greys Anatomy or The Hills. Just Breathe or The End, no doubt would fit perfectly, as some emotional scene in Greys. I would have liscenced the tunes to movies and trailers. I would have given the album out, to all stores, thus the Target deal wouldnt be in place, and it would have been available as instant download for 5 bucks on the Ten Club website, with various other versions of the album also on the site, maybe a slightly higher priced Backspacer for 10 bucks but included would be a free LP of the record and then additional bonus tracks only available with that purchase. I would have forgotten about Spin and rolling Stone magazine as both are non issues at this point, and done interviews with the online press even those that arent necesarily PJ friendly. Interviews with Pichfork, maybe do one of those things for Pitchfork TV where they play a few songs on the rooftop of the Pitchfork headquarters. I would do press with Stereogum and Brooklyn Vegan. Does the band still oppose using their music in tv commercials for products? They obviously think some corporations even if they are huge can still be fair and just, so, why not lend the use of the songs for commercials? The Shins did a commercial for Mcdonalds, and as far as I know they are still considered a viable and top tier band in indie rock. They could have done press with KEXP, oneof the premiere rock stations in the nation that actually plays good rock music, and ignores 3 doors down and Nickelback.
This is a smart band. A wise band. But as I pointed out months ago, they are clueless as to how to deal with the current musical climate, which of course is understandable.
It makes no sense to spend a ton of time, doing an elaborate liner notes and album cover package. PJ are the masters at this, but the time for it has passed. They should have pffered the Tom Tomorrow stuff, exclusively for the 10 buck version of the record that I mentioned above. I am not complaining. And in any case, my buisness plan that I outlined, doesnt leave the band with less money and less sales, in fact my model gains them large numbers of new fans, and a deluge of press, and lots of sales.
The crux of the issue is that the majority of bands, and labels are clueless as to how to proceed in this new downloading era. Pearl jam is no exception. I think the band had a million options, and mulled them all, especially when In Rainbows shook things up. I think they took a wrong turn though.
Its clear, for Avocado and Backspacer, the band, explicitly were hoping that these records would sell big numbers, and the press and marketing for both records reflected that.
I posted about this months ago, when the deal was announced and I said it was silly to do this, with Target, to focus attention and hype and the media, on the album itself as opposed to the songs specifically or the band.
My buisness plan for backspacer would have been: liscencing some of the tunes for use in tv shows like Greys Anatomy or The Hills. Just Breathe or The End, no doubt would fit perfectly, as some emotional scene in Greys. I would have liscenced the tunes to movies and trailers. I would have given the album out, to all stores, thus the Target deal wouldnt be in place, and it would have been available as instant download for 5 bucks on the Ten Club website, with various other versions of the album also on the site, maybe a slightly higher priced Backspacer for 10 bucks but included would be a free LP of the record and then additional bonus tracks only available with that purchase. I would have forgotten about Spin and rolling Stone magazine as both are non issues at this point, and done interviews with the online press even those that arent necesarily PJ friendly. Interviews with Pichfork, maybe do one of those things for Pitchfork TV where they play a few songs on the rooftop of the Pitchfork headquarters. I would do press with Stereogum and Brooklyn Vegan. Does the band still oppose using their music in tv commercials for products? They obviously think some corporations even if they are huge can still be fair and just, so, why not lend the use of the songs for commercials? The Shins did a commercial for Mcdonalds, and as far as I know they are still considered a viable and top tier band in indie rock. They could have done press with KEXP, oneof the premiere rock stations in the nation that actually plays good rock music, and ignores 3 doors down and Nickelback.
This is a smart band. A wise band. But as I pointed out months ago, they are clueless as to how to deal with the current musical climate, which of course is understandable.
It makes no sense to spend a ton of time, doing an elaborate liner notes and album cover package. PJ are the masters at this, but the time for it has passed. They should have pffered the Tom Tomorrow stuff, exclusively for the 10 buck version of the record that I mentioned above. I am not complaining. And in any case, my buisness plan that I outlined, doesnt leave the band with less money and less sales, in fact my model gains them large numbers of new fans, and a deluge of press, and lots of sales.
The crux of the issue is that the majority of bands, and labels are clueless as to how to proceed in this new downloading era. Pearl jam is no exception. I think the band had a million options, and mulled them all, especially when In Rainbows shook things up. I think they took a wrong turn though.
Post edited by Unknown User on
0
Comments
You maybe right, but consider that the whole music industry sells less records than ever before, I think it's at its lowest point. That also might explain the not-so-great sales of Backspacer (or, to put it in another way, the lower-than-you-expected sales).
Some stuff you said, like the McDonald's thing, I just don't think Pearl Jam would ever do that.
I mean, it's f*%&ing McDonald's we are talking about!!
I wouldn't like if they would help them selling hamburgers!! (if you wanna call those things hamburgers)
I think they tried to find a compromise between selling and keeping their integrity... what you are proposing is, in my opinion, a complete sell out. I don't see that happening
...is it so wrong to think that love can keep us safe?
Pearl Jam bootlegs:
http://wegotshit.blogspot.com
the next single is coming out soon no?
2009: Philly 4 10/31
Ten Club 4xxxxx
<a href="http://img254.imageshack.us/i/swawesomeu.jpg/" target="_blank"><img src="http://img254.imageshack.us/img254/5875/swawesomeu.th.jpg" border="0" alt="Free Image Hosting at www.ImageShack.us" /></a><br /><br /><a href="http://img604.imageshack.us/content.php?page=blogpost&files=img254/5875/swawesomeu.jpg" title="QuickPost"><img src="http://imageshack.us/img/butansn.png" alt="QuickPost" border="0"></a> Quickpost this image to Myspace, Digg, Facebook, and others!
plus sales from here
plus indie sales
plus itunes downloads
so, notwithstanding the soundscan figures, which reflects only retail sales, they locked in a million in sales before they sold a single unit through the other channels
pretty smart if you ask me-a band is lucky to move a million units these days-and they did so without reducing what is sold here, at itunes and in record stores
they went to target because of the guarantee and the ability to sell here-smart-they dont need to promote it
Target does because they are stuck with a million copies
and all that licensing to tv, movies etc is done because they dont sell records anymore and bands are looking to replace that lost revenue-the promotional aspect is just a bonus-one that PJ does not need with the target deal
kudos for that
For being a record that was made to sell, its commercial sounding, the most accesible record maybe ever by PJ, and yet they seem to be so clueless about how to go about all this. I would be putting out 4 or 5 singles out. Just Breathe should have been the first single. it should have been liscened to Gossip Girl, and 30 rock and One Tree Hill. The band should have been doing press with indie outlets, they should have called up Pitchfork and demanded they be interviewed.
Does anyone seriously think that they are gonna win fans by that cover story with Spin? If I want to find out about new fresh, and breaking bands and music news, I sure as hell aint gonna wait for a month, until a new spin arrives in my mailbox I am gonna look those bands up right now, online. Who seriously waits with baited breath each month for their Spin or Rolling Stone? And if you do, how is any of the music news current? To find out right now what Uncle Bruce is up to or PJ, it makes zero sense to rely on old media to provide you with that info.
As for your Pitchfork comment, however, I believe/hope you're wrong. That site is widely known to be rooted in shady/payola promotion practices and poor taste.
The record industry is selling less than ever before, yes, but Pearl Jam have name recognition on their side and a long, solid reputation. They could've used that industry capital a lot more wisely in the marketing run-up, in addition to the million-guarantee they reportedly got from Target.
And who knows whether if they sell 200,000 if that was their goal all along. Maybe Target assumes that the average person buying Backspacer for $10 will also be buying underwear, cheerios, duracell batteries and 2 pair of pants, making their total bill $53. ...I wonder if just selling records to people coming in was the plan, or banking on them spending more money for other things was the plan.
*NYC 9/28/96 *NYC 9/29/96 *NJ 9/8/98 (front row "may i play drums with you")
*MSG 9/10/98 (backstage) *MSG 9/11/98 (backstage)
*Jones Beach 8/23/00 *Jones Beach 8/24/00 *Jones Beach 8/25/00
*Mansfield 8/29/00 *Mansfield 8/30/00 *Nassau 4/30/03 *Nissan VA 7/1/03
*Borgata 10/1/05 *Camden 5/27/06 *Camden 5/28/06 *DC 5/30/06
*VA Beach 6/17/08 *DC 6/22/08 *MSG 6/24/08 (backstage) *MSG 6/25/08
*EV DC 8/17/08 *EV Baltimore 6/15/09 *Philly 10/31/09
*Bristow VA 5/13/10 *MSG 5/20/10 *MSG 5/21/10
PJ has no desire to sell 10 million records and be indie or media darlings
they are happy with what they have
right but the question is, is Target a reliable way to market music these days. If you are serious about selling some music, as PJ seems with this record, why go through Target? I have pointed out a ton of other ways and means to go about getting your music heard and hyped.
Any band wanting to increase sales and attention for their band, I think, would be wise to do something other than Target. If we are serious about getting PJ's music heard and getting the band as much sales as we can, lets do it seriously and in an adult and smart manner.
Selling music via Target doesnt make sense. Promoting music via some store like that is pointless these days.
They blew it. \
plus, they were probably taking cues from wal mart's deals with the eagles etc.....
all that stuff
and the target deal represented a drastic change which the band only went for as a consequence of the rampant piracy-like I said, there are few acts moving one million copies even with all the commercial exposure you speak of-they got that without compromising the ability to sell directly through the 10c or through Itunes-like cippociappo said its almost like the perfect compromise between "selling out" and not selling any records at all.
agree and disagree. Sure the band arent trying to be the next Jonas Brothers, and they were never going to sell 10 million even if they had done everything I mentioned. That said, the band the last 2 record cycle, have been overtly and explicitly suggesting they want to sell a ton of records. Mike specifically said this in Rolling Stone in 2006. And Ed and Mike both said similar things in the recent Spin article. They arent gonna do commercials for US Bank. But they also arent the "we hate fame and celebrity" band that they used to be circa 1995. From Ten to Riot Act, you can make the case, that the band really didnt care if they sold 1 copy of their records, and in fact, took active steps to reduce the number of people who called themselves fans. But when you start doing press for Verizon (Avocado), or do the whole "Rock Band" DLC thing, or start being quoted in magazines talking about how you hope the record is commercially successful, and you make a record that is commercial and accessible, then this is a starkly different era of PJ we are talking about.
If they didnt want more sales or exposure, why do press with Spin? Why do the DLC thing for Rock Band? Again dust off that 2006 Rolling Stone issue, and read what Mike has to say about what he hopes in terms of sales of Avocado. And please dust off the Spin article, where Mike and Ed specifically say, they want backspacer to sell some units.
Does the band want to be the hottest ticket in town? Probably not, but lets not kid ourselves. The last two albums and the press surrounding them, have been explicitly about trying to get attention and fame. If you cant see that, its hard to even discuss basic facts with you. Because this is a basic fact. Its out of the mouths of the band.
Im sorry, but when Ed and Mike talk about wanting to sell more records, I would assume thats what they mean. They want to sell more records. That to me indicates, the band IS NOT happy with their place, and IS NOT satisfied with the current level of sales.
I think putting out "Just Breathe" as a single would be just a clueless as not putting out one at all. I'm sure someone will say it has "cross-over appeal" but what I know is that The Fixer was successful on rock radio....so Got Some or Amongst The Waves would be too.
Pearl Jam bootlegs:
http://wegotshit.blogspot.com
No doubt the bands outlook has changed these two records were different because
1) they were free from the record company and had a greater financial interest
2) avocado was a clive davis experiment-and the most promotion the band has ever done
3) piracy has reached an all time high-bands dont sell as much as before and get lower guarantees for their records
your premise neglects one factor, the core PJ fan base
I will go out on limb and say that PJ would lose a lot of its loyal fan base, resulting in lower concert revenues and future record and merchandise sales if they were to take the route you suggest
sure they might make $10 million more this year if they followed your suggestions, but then what about next time around
they know exactly what they are doing no question about it
I absolutely agree.
Besides, if you want your sales numbers to skyrocket, you do press with the Wall Street Journal and NPR, both of which covered "Backpacer" and the band's deal with Target. As for the band's innovative deal with Target, I know that many in the music industry kept a close watch on the band's momentum and album sales and are now looking for ways for artists to benefit from future similar groundbreaking deals.
Furthermore, while TV licensing deals may benefit album sales for certain artists, the decision to not do so for "Backspacer" was a very smart decision on the band's part. This way, music supervisors can go to them if they're interested, giving the band more leverage than if the band just solicited them from the get-go.
Lastly, RTD and YTD sales standards for labels have dropped dramatically. An opening sales week of 200K like Pearl Jam did in this climate is not only a success but unheard of considering that most artists (not superstars) sell on a weekly basis at least 1k and can expect to see (or hope) for album sales of 50k physically and digitally.
I'd say, with "Backspacer," Pearl Jam surpassed their sales goal. And you know what? Good for them and us! At this point in their career, Pearl Jam can do anything they want with their catalogue because very few artists have the cache, the smarts, a powerful and innovative manager/press team behind them as well as a strong loyal following like they do.
they have always done interviews, letterman, etc
and of course they say that they want it to sell units-they do want to get paid
but you are taking a big leap from saying they want to sell records to saying that they are not happy with the current situation
Id bet they are very happy to have a million units guaranteed in this environment
I will admit I dont get the rockband thing
but at the end of the day, it really comes down to piracy
they dont make as much as they used to off a record- so they have done things they might not have done when they were selling 2-3 million records-its also the reason they raised ticket prices, unfortunately
Exactly. They could have sold 1 million at $1.00 each for their cut..or 500,000 at $4 a album and make twice as much. Not having it at Best Buy hurts..but not having a 2nd hit single hurts worse...it looks like their sales may drop off to the level of Aerosmith.
Just Breathe is doing well. It was just released. Hopefully it will get picked up by the AC stations and may be CHR.
I think the Rockband thing is the equal to putting your show on One Tree Hill or The Hills and other crap like that.
The Video Game industry is much more profitable than the Movie/Music industry right now. Only a certain demographic watches the Hills and stuff like that. Almost Everyone from the age of 4 and up these days has a Wii/Playstation 3/ or an Xbox 360.
This way you can interact with the music more than just hearing a snippet on TV.
1 Million records to Target is pretty large considering they did it label-less. Now they can sell a high number and make more off each copy.
Pearl Jam's bread and butter is touring and everything that involves it.
Look around the porch, how many threads are about Pearl Jam products? PJ bootlegs, water bottles, posters, hoodies, onesies, stickers . . . the list goes on.
But really... Pearl Jam doesn't need to put their music on television shows to get exposure... that's why you don't see bigger named bands on shows like Gray's Anatomy (a show my mother and grandmother watch - don't see them ever wanting to purchase a PJ record) ... Pearl Jam is renowned as one of the best American rock bands ever... they don't need to promote an album that heavily... they could quietly release an album and still do respectable numbers...
Oh and Backspacer has been featured on ESPN all summer and during the MLB post season which is a great marketing strategy, whether intentional or not, because sports fans is a great target audience for a band like Pearl Jam... not some mother watching Gray's Anatomy or some sweaty pre-teen watching the Hills or whatever...
Also, the whole Pitchfork thing is off.... Pitchfork's general populace of readers is going to turn their nose up at PJ no matter how they sound and that's the truth... Pitchfork is good for finding bands you might not normally find on your own, but their reviews are biased and pretty much masturbatory drivel... in other words, in order for PJ to be liked @ Pitchfork in the first place they would need to change the way they sound entirely to appeal to them.
Big Ones (1994) #6 US, #7 UK, US Sales: 4,000,000
Nine Lives (1997) #1 US, #4 UK, US Sales: 2,000,000
A Little South of Sanity (1998) #12 US, #36 UK, US Sales: 1,000,000
Just Push Play (2001) #2 US, #7 UK, US Sales: 1,000,000
Young Lust: The Aerosmith Anthology (2001) #191 US, #32 UK, US Sales: 500,000
O, Yeah! The Ultimate Aerosmith Hits (2002) #4 US, #6 UK, US Sales: 1,000,000
Honkin' on Bobo (2004) #5 US, #28 UK, US Sales: 600,000
Ten (1991) #2 13,000,000
Vs. (1993) #1 7,000,000
Vitalogy (1994) #1 5,000,000
No Code (1996) #1 1,000,000 plus
Yield (1998) #2 1,000,000 plus
Live On Two Legs (1998) #15 1,000,000 plus
Binaural (2000) # 2 500,000 plus
Riot Act (2003) #5 500,000 plus
Lost Dogs (2005) #15 500,000 plus
Rearviewmirror (2004) #16 500,000 plus (platinum double album)
Self Titled (2006) #2 700,000 plus
See a similar trend?
Why the jesus would Pearl Jam want to be on those stupid television shows that stupid teenage girls watch? They are GARBAGE!
I think you're looking for Lady Gaga or somethin here buddy.
And how can you say they 'should' be doing this and that? You aren't their marketing team.
They're doing just fine with what they believe they "should" be doing, without your help.
BTW: I stopped reading your post after you mentioned those three television shows.
They want to do it the way they see fit. Mike said in a recent interview (or whas it stone?) that they now have kids and have to think about how to support them, now. As in, "we did not think this way before". I assume they want money now. Hence, the deals, wich cash in almost immediately i believe.
This uncommonly-never before promoting from pearl jam, might be the first step for them coming to do a gig in central america. Metallica is rumored (big time) to visit guatemala for their 2010 latin american tour. This will be huge. I´m sure it will go swell. After this, promotors would be more open to english speaking rock acts, because I´m positive Metallica will be a huge hit here.
I´m sure that PJ would come, because for the 2003 tour, PJ management did talk with local promoters, but these assholes thought they would not sell enough tickets. PJ were charging too much, not too many people know them, where their two concerns. BUt now....
What accounts for the success of bands like Band of Horses, Bright Eyes, Iron and Wine, Josh Radin, Death Cab, Modest Mouse, Imogen Heap etc... Alot of things obviously. But I can personally, tell you, I have heard songs on said show, and looked them up online. Zach Braff has said that when Josh Radin's song Winter was used on Scrubs, that the official site was knocked offline, because of so many people trying to log on and see who had sung that song. And I also know from personal experience, when a song appears on a major show like Greys or One Tree Hill or Scrubs, people flock to You Tube to try and find the artist and song. Those are facts. They are fact, because all you need to do is look on a certain songs youtube comments after it has been used on a show. You have a ton of people saying "I heard this song on such and such, what a great tune". I volunteer at a local music venue, and we have had several musicians come and play who have been used in shows, Gary Jules is one, and Greg laswell another. Both mentioned, on stage, that their profiles had been raised majorly since having been heard on these shows.
Thats my whole point. The whole point of the discussion. 10 years ago, this never happened. But now you have people literally discovering bands from watching Greys or One tree Hill. There is a direct correlation. These shows have very smart music supervisors. Alexandra Palavas (?) has featured a ton of these indie bands on these shows and almost every time these bands get huge.
My point is, things have changed. And you need to change with the times.
I think its a reality of the world. You want to make commercially viable music in the 21st century? Fine, and this is advice that extends to the Rolling Stones, or to PJ or to the indie bands or to new fresh bands. You have to alter your game, and your strategy. That involves liscencing.
Thats all I am saying. TV does have the power now to make a band big. And Rolling Stone or Spin no longer do. You do the math. Just sayin
Are The Shins or Imogen Heap the biggest bands in the world? Obviously not, but both would tell you, and I think its obvious, a huge part of why they got big, and why they both are 2 cutting edge, and hip bands right now, is because in the Shins case, they were given the best shout out anyone could give a band via Garden State, and then Imogen Heap has been played on the OC, and Garden State etc...
Those shows made the difference between those bands being a local phenomenon, their hometowns best band, to major indie rock superstars.
That translates into more record sales, more merch sales, more ticket sales, and more word of mouth.
Cool, dont read my posts then. Why even post here? See ya, post on someone elses thread.