In February 2007, Ben Berkman, Octone Records founders James Diener, and David Boxenbaum had been highly successful with the first two groups they had signed, Maroon 5 and Flyleaf. Known for its grassroots marketing campaigns, Octone managed through an unique joint venture version with SonyBMG Music Entertainment's RCA Music Group, which empowered the nimble record label to orchestrate mass marketing campaigns once an artist was prepared for "prime time." Octone had been more unfortunate, nevertheless, Michael Tolcher, with its third act.
Octone Records Case Solution
Despite considerable investments, the first complete record of Tolcher had not sold enough copies to recover its costs and deserve the advertising support of RCA. Enables for an in depth assessment of launch strategies and new product development in the context of the music industry. Supplies rich insights into how mass advertising approaches and grassroots can facilitate new product/artist development. Octone's "hybrid vehicle" advertising construction is described in considerable detail, and supporting economic data is provided. By enabling an analysis of how long and how harshly an artist should be supported before commercial success is attained, serves as a vehicle for comparing different strategies to the new product development process.
PUBLICATION DATE: June 29, 2007 PRODUCT #: 507082-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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