Creativity in Music Marketing
How do you create such hype around a record, without the artist being there to hype it for you? Or create such interest around a project that just keeps growing and growing, long after its actually happened? Learn about new and creative ways to market music and tap into a few of the most successful campaigns from the past year.
Eric Welles Nystrom
Eric Welles Nystrom is the Label Manager for Luaka Bop, the iconic record label founded by David Byrne in New York. In he fall of 2013, after five years of lengthy negotiations, Luaka Bop became the first ever Western label to reissue the music of William Onyeabor, the widely bootlegged and deeply mysterious synth pioneer from Nigeria. Without ever having Onyeabor available to endorse the music music, Eric produced a record campaign that broke new grounds in media, markets and environments around the US and Europe, in ways rarely seen for a reissue record. Folloing major features in The NY Times, The Guardian and many other leading newspapers, "Who is William Onyeabor?" became one of the year's most celebrated albums and was listed by Time Magazine and NPR as one of the best releases of the year. With spending just about a nickel and a dime in marketing expenses, the album launch featured a series of multifaceted art projects, including a critically acclaimed film documentary and short film, and collaborations with artists such as Hot Chip and Caribou, brands like Moog and Red Bull, and media like Nowness and Noisey. Six months after the release, the album is still more alive tthan ever - in the spring of 2014, the record will be celebrated with tribute shows at The Barbican (London), BAM (New York) & The Greek (Los Angeles), featuring performances by Damon Albarn, Kele Okereke (Bloc Party), Pat Mahoney (LCD Soundsystem) among many others.