By Tom Allen, Digital Manager, Essential Music & Marketing (UK) Learn out to build your artist’s digital marketing plan thanks to discovering all steps of the roadmap to success of Prodigy’s 2009 album Invaders must die!

1. Building Your Digital Marketing Plan –
The “Prodigy/Invaders Must Die” Case Study

2. The first new studio album in 5 years.
Album released 23rd February 2009.
1st Single ‘Omen’ 16th February 2009.
2nd Single ‘Warrior’s Dance’ May 11th ’09.

4. Master email list created
Sorting email address’ from previous label, promoters, CV and band. Cleaning duplicates
Birmingham & Sheffield Warehouse gigs
mailout – 4/4/08
First test of the email list, cleaning out bounce backs etc and encouraging sign-ups.

5. Warehouse shows
Camera phone footage of 2 new album tracks uploaded online
Fan base buzz building

6. Band playing international festivals
First live videos added to ProdigyChannel on
YouTube:
World’s On Fire - Bilbao Warning – T In The Park

7. Mailing List
Social Networks
Street Team
Widget

8. 4/11 – arena tour announced & album pre-
order live. 200 albums pre-ordered in first hour
through Recordstore
Mid-November – start working with WebSheriff
on pre-release strategies

9. Pre-Release Strategies
Secure album streams

11. Making sure all metatags are
input and correct is extremely
important!

12. 27/11 - listening party
Key sites and blogs invited down. First impression pieces on Quietus, Gigwise and Clash.
28/11 – Xbox Live Xtival
HD video of Invaders Must Die promoted on XBOX,
Hotmail, Msn, xbox.com and email.
Virtual chat with the band and competitions
28/11 – IMD video live on YouTube

13. 10/1 - Artwork + tracklisting revealed to fans
via email and online pr
15/1 – Widget distributed

14. Widget statistics

15. Recruited through the web – message from the
band’s Facebook; posted on official website
Spread messages throughout online forums
and social networks – MySpace, Facebook,
Twitter, YouTube

16. creative ways of spreading the word
Stencils
Youtube

18. 1st Single on iTunes week early (9/2)
Album Pre-order 2 weeks up front (9/2)
Complete My Album

19. 4/2 - banners live on Yahoo / Blue Lithium
(album), MySpace, Resident Advisor
(album+single)
5/2 – Invaders Must Die game live on
NME.com / Nuts / Mouse Breaker
6/2 – ALBUM LEAKED

20. 2 ½ weeks pre-retail
Watermarked cd tracked down
Last album suffered leak 2 months pre-retail

21. 9/2 - NME Takeover – OMEN – for 2 days
Digital bundle exclusively available through iTunes –
reached number 8 in chart
11/2 - resident advisor newsletter takeover
16/2 - mixmag / kerrang banner ads – single + album

22. 23/2 – INVADERS MUST DIE RELEASED
23/2 – NME.com takeover – album – 2 days
23/2 - Last.fm track-by-track

23. Week DUS Digital Sales Digital Percentage
#1 record Week 1
1 97254 18472 19%
2 48308 11588 24%
Amazon £3
3 26892 5929 22% album of
the week
4 20147 4007 19%
5 17463 3415 20%
6 16281 2808 17%
7 16094 2569 16%

24. Communication
Digital retail Plan
Targetted Advertising

25. Million Media