Posted in Events, Member Services, News, Uncategorized by A2IM
RECORD STORE DAY AND BLACK FRIDAY
As everyone who was involved last year knows, the indies’ Back To Black Friday push was a big success with customers lining up outside the store hours before opening.
The upfront “Black Friday” message will be that indie record stores will be celebrating with “limited edition/quality” products for the holiday season, while running exciting catalog campaigns at the store level.
Like RSD itself, the concept is to reverse conventional wisdom and use limited-edition quality products to drive folks in the stores, while selling through on catalog products once we get them in the doors. NOTE: We will not call this Record Store Day or imply that it is any type of event like Record Store Day. We are simply taking elements of RSD and applying it to Black Friday.
Here is the basic overview of the campaign…
RSD works with label partners to create between 16-20 VERY compelling total pieces of product that are exclusive to participating RSD stores for the Black Friday shopping season.
All partners (i.e., artists, labels, distribution companies, one-stops, and RSD participating stores, both here in the USA and internationally) are encouraged to run marketing, PR, and social networking campaigns about “limited edition, quality holiday gifts” for the Black Friday shopping season. This will happen on or around early-to-mid November.
Street date of RSD Black Friday Products: Friday, November 25th.
Here is a basic outline of what the RSD/Black Friday products should be…
1) Make the piece something special. Holiday pieces which contain holiday songs are encouraged when it makes sense for the project.
2) Create the right product, the right quantity, for the right artist. For example, if it’s a Susan Boyle, or Sade, or Christina Aguilera, or Alicia Keys piece, or Josh Groban – then release the limited/numbered piece on CD instead of vinyl. If it’s a Kings of Leon, Ozzy Osbourne, Band of Horses, Nicole Atkins piece, produce it on colored vinyl, or special packaging, instead of CD. In other words, the holiday aspect of the promotion should be followed through whenever possible. The quantity will be determined by the artist and the content. Ideally, each of these RSD/Black Friday pieces will be so compelling that we will need between 4000 and 7500 each.
3) All products should be of the highest quality, branded RSD, and numbered.
4) Just like the normal Record Store Day, each participating artist runs a social networking campaign for these special pieces via webpages, facebook, twitter, etc.
June 20th: Final discussion on RSD/Black Friday products, quantities, and catalog sales for the Black Friday weekend.
July 14th: RSD is presented with list of Black Friday titles that labels feel are compelling. These are top tier products (ex, like this year’s John Lennon limited/numbered Bag 7” set, Bruce Springsteen’s 10” limited/branded 10”, U2’s live limited/numbered 10” vinyl piece with a new unreleased track, the Rolling Stones’ limited/numbered 7” with unreleased track, etc.).
July 16th: RSD and each label/distribution partners narrow down choices to the 4 or 5 RSD/Black Friday products.
August 15th: All artwork is completed, and both high res and low res images are emailed to Carrie and Michael at Music Monitor Network. In addition, ideas for Black Friday catalog campaigns will be discussed.
September 9th: RSD/Black Friday products go into production, and spreadsheet for CD/DVD catalog titles included in the Black Friday catalog campaign are provided.
November 14th: RSD/Black Friday products ship to the participants.