[ad_1]
Polydor and Tap Music made a big impact on Lana Del Rey’s ninth studio album, Did You Know That There’s A Tunnel Under Ocean Blvd.
Not only did the LP debut at Summit to become her sixth chart-topper, but it was also her best-selling album of 2023 to date, selling 41,925 total copies in a single week (Official Charts Company).
The significance of the first seven-day sales total is that Did You Know… secured the biggest opening for Lana Del Rey since her second album Ultraviolence in 2014. There aren’t many artists whose sales have risen compared to her release nearly a decade ago. In the period before streaming, consumption patterns changed and it became difficult to acquire large unit counts. rice field.
“We were lucky enough to get a preview of the album in October 2022,” said Polydor president Ben Mortimer. It was an absolute career highlight.I was floored.It was clear she was on to something very special, and she’s been working on an album ever since. She is one of the greatest songwriters in the world and we are so lucky to have her support.”
The album’s streaming success would have secured Del Rey five entries on the Top 75 singles chart, but not for OCC’s rule limiting primary artists to three tracks. (No. 48, 7,334 sales) and Candy Necklace (No. 68, 5,816 sales) with 24th and 25th hit singles. Entered in 45th place (7,798 sales).
Catalog consumption by Lana Del Rey, who has 42.4 million monthly listeners on Spotify, is also strong. Her 2015 album Her Honeymoon is her latest album to reach 1 billion plays on Spotify, and her fifth LP to reach that record. Last year, her 2012 single Summertime Sadness from her groundbreaking album Born To Die returned to the UK Top 50.
Here, Polydor’s co-MD Stephen Hallowes music week In a new album campaign, we share insights into consumer growth and reflect on Lana Del Rey’s achievements as an acclaimed recording artist and songwriter…
How ambitious were you about the first week of this release? How did recent sales growth help establish a strong fan base for this release?
“Very ambitious. Lana has a very strong and consistent sales history in the UK both in terms of chart position and first week volume. Additionally, her already significant numbers over the last 18 months has seen a huge increase in her streaming audience, many of her songs have gone viral on TikTok, and as usual she has achieved an incredible record, so it’s a big opportunity. I felt that the only acceptable result was a No. 1 record for a fair amount.”
kings wool has released a flurry of well-received albums, but how has the volume of new music over the past few years helped fuel the momentum of new releases? , helps you maintain a close relationship with your fans?
“100%. Lana is very prolific, putting out nine albums in twelve years, which is unusual, especially for the level of quality she maintains. He remains extremely loyal and enthusiastic and contributes to our continued growth.”
Did you know… sales were especially strong in the first week. How did you set up your physical campaign for pre-sale and record options?
“Lana has consistently worked with one of her collaborators, Neil Krug, on all the visuals for the album and it has been fantastic. We created a variety of vinyl, CD and cassette variations, but it’s important to note that there were no other sales gimmicks for this campaign – no autographs or ticket bundles. , I know you love collecting different sleeves in particular, but other than that, the volume is a reflection of Lana’s natural demand and heat at this time.
Lana Del Rey’s fan community is very passionate and marketing is focused on how they engage with their core group of followers.
Stephen Hallows
“Another example of this is merch. Lana has created an incredibly wide range of merch for this album, including necklaces, pill cases, whistles, racing jackets and much more fun and original items.” As we released these piecemeal over the period, demand was incredible and pre-orders for many of the albums increased.”
Lana Del Rey tends to be more mysterious and taciturn than many artists, so how do you approach that from a marketing perspective? Did you
“Lana mostly moved away from social media a few years ago. Go public and let your fans go wild.) She and her brother have a joint TikTok account named @familyheirlooms.
“Her fan community is very passionate, and marketing is less about what she is broadcasting and more about reaching a wider audience and making the most of every moment. The emphasis is on how she engages with the core group. It allows her to maintain an aura of mystery. For example, TikTok has been the driving force behind her increased catalog consumption. and various tracks are constantly going viral (#lanadelrey has 22 billion views on the platform).
How did indie record shops, HMV and other retailers participate in this campaign?
“We have worked closely with all the major brick and mortar stores in the UK on this campaign. Working closely with indies, we hosted a listening party for the album two days before its release, with over 40 stores attending and the response from fans was incredible, every store was packed and social media We had a huge amount of conversations, which is a great example of the aforementioned marketing strategy.”
How much streaming influence has there been on this album so far? Has it been accepted as a body of work on the platform?
“Streaming is incredibly powerful. From a streaming perspective, it’s great to see the growing interest in the catalog reflected in new music. 16 tracks (including an interlude) made it into the Spotify Top 200 upon release, and the album’s first day global stream on Spotify was the largest of Lana’s career, with 7,800 units adjusted through consumption in the UK. However, this is more than double that of her last album.
“It’s also incredible that over 40% of her Spotify listeners are under the age of 22 – a whole new generation of fans listening to her music. We didn’t have a specific partnership with DSP, but luckily everyone loved Lana and all partners provided the highest level of support for the album, both editorial and marketing. [advertising]”
Maximizing the catalog played a huge role in the success of this new campaign
Stephen Hallows
With multiple features and a solid track list, how does that help the long-term campaign for this album? What are your plans for the rest of 2023?
“We don’t think in terms of a traditional single campaign on Lana. We delivered three songs before release. The DSP focus track for the week of the release was Candy Necklace with Jon Batiste, so we’re working on that song in the stream. has many other songs already receiving reactions on streaming and on TikTok, including the A&W that Radio 1 added this week.
“We have a lot more planned for 2023, but we can’t reveal anything right now other than looking forward to seeing Lana back in the UK at Glastonbury in June!”
How important has six chart-topping albums made Lana Del Rey as a Polydor artist? What are her catalog ambitions when she hits another No. 1 record? ?
“As far as we are concerned, Lana is one of America’s greatest living songwriters. It’s a privilege to not only put out, but to be the curator of this incredible catalog. We will continue to be very focused on moving forward.”
Subscribers can read the 2021 cover story by Lana Del Rey and her team here.
[ad_2]
Source link