Music Label Fan Club

Big Stadium recently completed one of our most stimulating projects to date within the unpredictable but always exciting music and entertainment industry. Working with a major label, our task was to create, launch and test a new grassroots marketing strategy utilizing search engines, message boards and independent music communities online.

The project started with a thorough analysis and understanding of the major challenges the music industry faces through digital piracy, declining CD sales and an ever-increasing cost to market for new artists. Creating a hybrid viral marketing strategy charged by effective editorial content, we were able to quickly mobilize more than 30,000 music lovers to create a unique new club that was fast to evolve into a life of its own.

Operational support included creation of all service philosophies, editorial and marketing content, research and application of search engine marketing on popular phrases, and coordination of message board strategies over more than five hundred websites. Within the first weeks of activation, the campaign generated more than three thousand independent artist submissions, exceeding all expectations from A&R for the stimulation of new talent for label consideration.

As an added advantage, the project was 100% self-funding through initial membership fees to a unique music club that has now become an effective tool to test and gauge fan response to new music. Membership expectations for 2005 are estimated at 400,000 members, providing the marketing division with unprecedented scope for utilizing fan support to reduce the national cost of new artist entry and promotion.