Black Keys 'El Camino' Album Campaign

The Black Keys
El Camino

Will Barton
@thewillbarton
Thursday, 6 September 12

The Black Keys
El Camino
A case study.

Will Barton
@thewillbarton

Which tiers your fans are in?

What are these fans
interested in?

How to move them up the
ladder?


What is a new model
approach that s working?


12 years
6 albums
Millions of fans


Relevant for
All Artist


Great content


Great content

Connecting with fans


Great content

Connecting with fans

A reason to buy


Mystery, Subtlety and
Community

Mike King, BerkleeMusic.com


WILL S MUSIC BIZ TOP 5



Value



Value
Content



Value
Content
Awareness



Value
Content
Awareness
Connect With Fans



Value
Content
Awareness
Connect With Fans
Reason To Buy

Value
(deﬁned: emotional, informational
exchange, deliver something special, fan
participation


Content
(deﬁned: visual, interactive and engaging,
relevant, worth sharing)


Awareness
(deﬁned: targeted, exclusives, afﬁrmation,
access, identifying tiers of fans, give
aways, exchanging email for media)


Connecting with Fans
(deﬁned: giving something of value in
return for permission)


Reasons To Buy
(deﬁned: bundling items, offer a FREE
option everything upto an amazing $100
option)


Playing safe is very
risky

Seth Godin, SethGodin.com


OCTOBER


October 9th

Car ad in Akron Beacon Journal
posted by a “fan” on Black Keys Fan Lounge


October 9th

It starts in Akron, Ohio.


October 9th

WannaBuyAVan.com


Unique video
distribution strategy


Unique video
distribution strategy

We ve seen this before


NOVEMBER


October 9th

Targeted Press and
posted by Promotion Lounge
a “fan” on Black Keys Fan


October 9th

BlackKeysElCamino.com


October 9th

Mailing List


October 9th

Mailing List
Exclusives


October 9th

Album Show
Announcements


DECEMBER


October 9th

Album Release Dates


October 9th

Tour Dates Announced


October 9th

Push for Release


October 9th

Album leaks aJournal
Car ad in Akron Beacon week
prior to release


October 9th

Pre-Sale Announced


October 9th

ConnectedBeacon Journal
Car ad in Akron with Fans


October 9th

ConnectedBeacon Journal
Car ad in Akron with Fans
Fan wants to be involved


VALUE


EXPERIENCE AROUND THE MUSIC


Increased fan
experience


Attention is the new
currency

Gerd Leonhard,
MediaFuturist.com

]


"You think everybody's
EXPERIENCE AROUND
paying attention to what
you're doing. No, they're
paying attention to
what's interesting to
them."
Bob Lefsetz,
Lefsetz Letter

CONTENT


Lonely Boy Release
with video


Quality is hyper
efﬁcient

Mathieu Drouin, Manager of
Metric


Content worth
spreading


People will always talk
about you so,
give them something to
talk about .

Brian Solis,
BrianSolis.com

400,000+ views
in ﬁrst 24 hours


peoples attention is
ﬂeeting

Ian Rogers, Topspinmedia.com


Limited attention span
We all need to be
expert marketers


Excites and Energises
Fans


Care about your
customers
more than about
yourself, and you ll
do well

Derek Sivers, Sivers.org

AWARENESS


Super fans before
anyone else


Your heaviest
customers are
evangelists

Ian Rogers,
Topspinmedia.com


Trusted Filters


CONNECTING
WITH FANS


Respecting Fans


You get what
you give

Dick Huey, Toolshed.biz


REASON TO
BUY


Vinyl + Limited Shirt
Pre Sale


Results


No. 2 Billboard Chart



First Show sells out in 15
Minutes
at Madison Square Gardens



First Show sells out in 15
Minutes
at Madison Square Gardens

El Camino ﬁrst week
+206,000 units


Sept 14th - Dec 12th

Facebook likes increased +170,500

Youtube subscribers increased +15,000

Twitter followers increased +29,000


So you have a new Artist ?


Anyway to Connect
Artist to Fan is Valuable


Your Live Show is Your
Best Commercial

Ian Rogers,
Topspinmedia.com


Be Creative


Build Relationships


Give it Away


If you can t sell it for
$5 then give it away for
Free

Ian Rogers,
Topspinmedia.com


Adopt New Technologies


End Of Control

Gerd Leonhard,
MediaFuturist.com


Anyone Can...


Production

Distribution

Marketing


Provide Value...


Quality Content...


Build Awareness...


Live Promotion


Stepping stones


Go to
http://youngcairo.com


Value


Value

Content


Value

Content

Awareness


To Ultimately


Connect With Fans


Connect With Fans

Reason To Buy


Appendix
“Mystery, Subtlety and Community” “Quality is hyper efficient”
- Mike King (BerkleeMusic) - Mathieu Drouin (Manager
of Metric)
http://mikeking.berkleemusicblogs.com/
http://www.equatormusic.ca/

“Playing safe is very risky” - Seth Godin “Qualified listeners are qualified
http://www.sethgodin.com/sg/ exposure”
- Marc Geiger (WME)
http://www.wmeentertainment.com/

“Your heaviest customers are evangelists” “Care about your customers more than about
- Ian Rogers (Topspin) yourself, and you’ll do well”
- Derek Sivers (CD Baby)
http://fistfulayen.com/blog/
http://sivers.org/

“You think everybody's paying
attention to what you're doing. “Connect With Fans + Reason To Buy
No, they're paying attention to = $$$$”
what's interesting to them.” - Mike Masnick (Techdirt)
- Bob Lefsetz http://www.techdirt.com/
http://lefsetz.com/wordpress/

“You get what you give”
“Attention is the new currency” - Dick Huey (Toolshed Inc)
- Gerd Leonhard
http://toolshed.biz/promovuz
http://www.mediafuturist.com/

Appendix

http://www.ultimatechart.com/
http://twitter.com/BigChampagne

http://nextbigsound.com/
http://twitter.com/nextbigsound

http://www.billboard.com/charts
http://twitter.com/Billboarddotcom


Black Keys 'El Camino' Album Campaign

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