Give the People What They Want.
Music is oftentimes a very personal art that leaves the musician in a vulnerable state because more often than not they are writing from their own experiences and personal lives. So for that reason it is always an intriguing thing to watch the promotional process an artist will go through to, in a sense, put their diary out into the world and prompt people to listen to their inner most thoughts.
For the past five months Sabrina Carpenter had been hinting at the release of her new album Singular, but nothing had truly been said until around a month ago when she performed the lead single “Almost Love” on the Late Late Show with James Corden. When revealing the release date of the album, she got the ball rolling and fans excitedly awaited all that was coming soon. But then there was silence. For three weeks she didn’t say anything about the album. Understandably so because she was also promoting The Hate U Give, a movie she filmed last year. But with the release of the album quickly approaching many fans wondered why she had kept so quiet.
On October 22 the singer broke the silence and announced that this would be a two part album and then sent fans in the Los Angeles area on a scavenger hunt to find the track list for the first half of the album. It took about an hour or two but they found it and she surprised them by showing up to one of the locations with the track list.
The next day she revealed that the next single “Paris” would come out at midnight EST and that exclusive merchandise bundles would come out every Monday leading up to the release of the album. She also released another one of the tracks called “Bad Time” last week only exciting fans even more.
In sending her fans out on a scavenger hunt for the track list, she got her fans to actively engage and interact with the content she put out and got them to help promote the album in another way many artists would never imagine. This not only gave fans a fun chance to see her and talk, but an interesting story that undoubtedly they would tell friends and family, giving the album further promotion and exposure.
The merchandise bundles were for the fans and got them to excitedly talk and discuss which songs they believed the merchandise would be based off of, spreading the word of mouth online.
Finally when it comes to the “party bus” what better way to promote your album by placing your face on a moving vehicle in arguably the busiest city in the world and playing your album for a group of your fans? Not only were all the people in attendance of the listening party going to spread the message with their exciting story, but so were the people who just happened to pass by on their way to grab a coffee or walk their dogs.
For the past five months Sabrina Carpenter had been hinting at the release of her new album Singular, but nothing had truly been said until around a month ago when she performed the lead single “Almost Love” on the Late Late Show with James Corden. When revealing the release date of the album, she got the ball rolling and fans excitedly awaited all that was coming soon. But then there was silence. For three weeks she didn’t say anything about the album. Understandably so because she was also promoting The Hate U Give, a movie she filmed last year. But with the release of the album quickly approaching many fans wondered why she had kept so quiet.
On October 22 the singer broke the silence and announced that this would be a two part album and then sent fans in the Los Angeles area on a scavenger hunt to find the track list for the first half of the album. It took about an hour or two but they found it and she surprised them by showing up to one of the locations with the track list.
singular act 1 detectives. thx for finding the tracklist laid ease pic.twitter.com/t1d3bikTyA— Sabrina Carpenter (@SabrinaAnnLynn) October 22, 2018
The next day she revealed that the next single “Paris” would come out at midnight EST and that exclusive merchandise bundles would come out every Monday leading up to the release of the album. She also released another one of the tracks called “Bad Time” last week only exciting fans even more.
But her best and biggest surprise was definitely the most interesting way she promoted her album. On November 7, she went to New York and sent fans the invitation to an exclusive listening party that took place on a bus in the city.New Paris merch up now: https://t.co/utgyKCxHcY pic.twitter.com/ygq2n000wS— Sabrina Carpenter (@SabrinaAnnLynn) October 24, 2018
With two days prior to the release of the eight songs there was already so much excitement going on, but she and her team took it that step further to give the fans what they wanted. Her last album had been released almost two years ago, and while she was very busy throughout those two years, many fans were clinging to each single and collaboration she put out because they wanted more of her own music. The strategy behind all this promotion for Singular could be described in one word as a “snowball.” When she appeared on the Late Late Show with James Corden, she made the fans aware of the promotional storm that was coming.let’s get this singular BREAD !!! pic.twitter.com/uDtwMNXdDx— ash (@itsashleyfuchs) November 7, 2018
In sending her fans out on a scavenger hunt for the track list, she got her fans to actively engage and interact with the content she put out and got them to help promote the album in another way many artists would never imagine. This not only gave fans a fun chance to see her and talk, but an interesting story that undoubtedly they would tell friends and family, giving the album further promotion and exposure.
The merchandise bundles were for the fans and got them to excitedly talk and discuss which songs they believed the merchandise would be based off of, spreading the word of mouth online.
Finally when it comes to the “party bus” what better way to promote your album by placing your face on a moving vehicle in arguably the busiest city in the world and playing your album for a group of your fans? Not only were all the people in attendance of the listening party going to spread the message with their exciting story, but so were the people who just happened to pass by on their way to grab a coffee or walk their dogs.
So when the album reached #13 on the iTunes Charts it came as no surprise because once that ball started rolling on October 22, the build up was bound to produce great results. The album is fantastic and the success is well deserved because she was smart in her marketing strategy, but she also was smart in that she gave her fans her heart so openly. Miss Carpenter created not only a fun experience for her fans, but a way for them to engage with something they had little to no information on. She gave the people what they wanted and it was probably one of the best ways to put your heart and diary out into the world.not every day do u get to ride in a bus that looks like this pic.twitter.com/EVndsjCJ92— mona lisa’s hoe (@EVOLsabrina) November 7, 2018
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