John T. Frazier http://www.johntfrazier.com Fri, 15 Mar 2013 03:51:09 +0000 en-US hourly 1 https://wordpress.org/?v=4.4.11 Scissors http://www.johntfrazier.com/2012/12/21/scissors/ Fri, 21 Dec 2012 01:32:25 +0000 http://www.johntfrazier.com/?p=295 In music marketing, we’re always looking for a perfect symbiosis between the content we’re marketing and the marketing message itself.  In a perfect world, we’re able to pull our inspiration from album titles, song names, or artwork associated with a given artist or release. In the case of Emery’s album We Do What We Want, we wanted to do something out of the ordinary when releasing the band’s new song, “Scissors.” So, naturally we pulled inspiration directly from the song title and decided to literally cut up the song into 7 pieces and release it over the course of 7 days – but that was just the beginning.

[soliloquy id=”447″]

We manipulated each one of the song clips and sent fans on an online scavenger hunt to download, evaluate, and reassemble clips. We teamed up with the folks at North Social and ... Read More »]]>
In music marketing, we’re always looking for a perfect symbiosis between the content we’re marketing and the marketing message itself.  In a perfect world, we’re able to pull our inspiration from album titles, song names, or artwork associated with a given artist or release. In the case of Emery’s album We Do What We Want, we wanted to do something out of the ordinary when releasing the band’s new song, “Scissors.” So, naturally we pulled inspiration directly from the song title and decided to literally cut up the song into 7 pieces and release it over the course of 7 days – but that was just the beginning.

[soliloquy id=”447″]

We manipulated each one of the song clips and sent fans on an online scavenger hunt to download, evaluate, and reassemble clips. We teamed up with the folks at North Social and utilized their Facebook Slideshow app to create a hub for the promotion on the band’s Facebook page. Each day, we released a new piece of the song at a different partner site and an accompanying image within the app.  Each image included a cryptic riddle that would help fans decipher each piece of audio and pointed them to the song clip.  We utilized the band and label’s online channels and partnered with three different influential music blogs to distribute each new piece of audio. Our goal was to not only challenge fans and engage with them online, but to also use the promotion as an opportunity to partner with third party sites that had their own audience and could help us expand our reach.

Immediately, fans began to download the pieces, reassemble them, and share them with other fans online. Thousands and thousands of fan-created impressions began to organically spread across the web, all before we had officially released the entire song online. What would have normally been a single web event resulted in clips and videos of the song being uploaded daily by fans that showcased the song’s progression.  The promotion culminated in an official full song premiere across the band and label’s online channels.  Our efforts were successful because they allowed us to extend the mileage of a single piece of content, engage fans on the band’s social networks, and create partnerships with third party sites by giving them a piece of exclusive content.  In the weeks to follow, we additionally released an official music video for the song and a download of the song on the Rock Band Network.

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Septembeard http://www.johntfrazier.com/2012/12/20/septembeard/ Thu, 20 Dec 2012 03:30:50 +0000 http://www.johntfrazier.com/?p=370 We’re all familiar with movements like Movember. They’re awesome and newsworthy because they help raise awareness about important health issues. But, long before there were efforts like this, we were inspired to create a movement of our own that was centered around the upcoming release from Tampa’s Underoath entitled Lost In The Sound of Separation.  We called it Septembeard.

The idea behind Septembeard was simple. Since we knew that most of Underoath’s fans were males ranging between the ages of 18 and 24, we sought to create a movement that would give those fans the opportunity to put their beards on display to the world.  From August 1st, 2008 until the album’s release date (September 2nd), we encouraged fans to give up shaving and release their facial hair into the wild. We even enlisted the help of all five members of ... Read More »]]>
We’re all familiar with movements like Movember. They’re awesome and newsworthy because they help raise awareness about important health issues. But, long before there were efforts like this, we were inspired to create a movement of our own that was centered around the upcoming release from Tampa’s Underoath entitled Lost In The Sound of Separation.  We called it Septembeard.

The idea behind Septembeard was simple. Since we knew that most of Underoath’s fans were males ranging between the ages of 18 and 24, we sought to create a movement that would give those fans the opportunity to put their beards on display to the world.  From August 1st, 2008 until the album’s release date (September 2nd), we encouraged fans to give up shaving and release their facial hair into the wild. We even enlisted the help of all five members of the band to participate and document their progress. Furthermore, we created the finest tools of the day to enable them to showcase their beard brilliance.

We built the website Septembeard.com to be the hub of the movement and allow fans to witness the progression of the band and their peers. The Septembeard widget enabled fans to showcase their photos on their blog. The effort ultimately culminated on September 2nd when we encouraged fans to post a final picture of their beard while holding a physical copy of the band’s new album.

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50 Days of Demon Hunter http://www.johntfrazier.com/2012/12/14/50-days-of-demon-hunter/ Fri, 14 Dec 2012 01:26:20 +0000 http://www.johntfrazier.com/?p=293 On the web, we live in an age where content rules. Attention spans are shorter than ever and to keep a fanbase captivated, we must develop a continuous stream of compelling content. After years of developing Demon Hunter’s career and over 500,000 album sales, we knew that when it came time to begin the set up for Demon Hunter’s The World Is A Thorn, we had an army of fans to satiate.  We would pull no punches.  We would strike for the throat.  We would develop a contiguous content schedule so intense that we would have to wrack our brains night and day to make it even possible. Our best chance of success depended upon keeping fans engaged with new and exciting content, so we pushed the boundaries of normalcy to create something special.

The result? The 50 Days of Demon Hunter ... Read More »]]>
On the web, we live in an age where content rules. Attention spans are shorter than ever and to keep a fanbase captivated, we must develop a continuous stream of compelling content. After years of developing Demon Hunter’s career and over 500,000 album sales, we knew that when it came time to begin the set up for Demon Hunter’s The World Is A Thorn, we had an army of fans to satiate.  We would pull no punches.  We would strike for the throat.  We would develop a contiguous content schedule so intense that we would have to wrack our brains night and day to make it even possible. Our best chance of success depended upon keeping fans engaged with new and exciting content, so we pushed the boundaries of normalcy to create something special.

The result? The 50 Days of Demon Hunter campaign.  Every day for 50 consecutive days, we released a new piece of Demon Hunter related content.  From music video and song premieres to video blogs, tour announcements, contests, pre-orders, podcasts, behind-the-scenes footage, and more – the campaign had something for everyone. We gave the fans what they needed and ultimately earned the band it’s highest grossing first week of sales in its decade long history.  To top things off, we entered the Billboard Metal chart at the #1 position. Take a look at the 50 Days of Demon Hunter schedule on the Solid State Records website.

 

 

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Stand Your Ground http://www.johntfrazier.com/2012/12/13/stand-your-ground/ Thu, 13 Dec 2012 04:32:17 +0000 http://www.johntfrazier.com/?p=187 I’ve had the good fortune to work on a lot of fun and interesting projects over the years, but without question a definite highlight came when I was able to be a Producer on the Oh, Sleeper – Stand Your Ground game for the iPhone and iPod Touch. Working with the dedicated crew at , we created a high-intensity side scrolling arcade fighter themed around the Dallas metal band Oh, Sleeper and their new album, Children of Fire.

“Send me all of hell and I’ll face them. I’ll face them one on one thousand.”

A first for a band of this genre, we dubbed the game “Stand Your Ground” and dove head first into creating a video game that would immerse fans in a highly conceptual, signature Oh, Sleeper experience. With a soundtrack featuring 8-bit retro versions of the band’s songs and ... Read More »]]> I’ve had the good fortune to work on a lot of fun and interesting projects over the years, but without question a definite highlight came when I was able to be a Producer on the Oh, Sleeper – Stand Your Ground game for the iPhone and iPod Touch. Working with the dedicated crew at , we created a high-intensity side scrolling arcade fighter themed around the Dallas metal band Oh, Sleeper and their new album, Children of Fire.

“Send me all of hell and I’ll face them. I’ll face them one on one thousand.”

A first for a band of this genre, we dubbed the game “Stand Your Ground” and dove head first into creating a video game that would immerse fans in a highly conceptual, signature Oh, Sleeper experience. With a soundtrack featuring 8-bit retro versions of the band’s songs and lyrical themes and character dialogue pulled directly from the band’s lyrics, fans were thrust into a dark world where they were forced to fight through multiple levels of ferocious enemy forces and strongholds to survive. We succeeded. Fans of old-school 2D games and the band alike both praised the game giving it an average rating of 4.5 stars. The game is currently available in the iTunes app store.

Oh, Sleeper - Stand Your Ground - EMI Records Limited

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Fuel http://www.johntfrazier.com/2012/12/13/fuel/ Thu, 13 Dec 2012 03:02:19 +0000 http://www.johntfrazier.com/?p=274 If you’ve ever been to a music festival, you know that it’s sensory overload. There are multiple stages with music coming from every direction, a sea of sweaty concert-goers and funky smells to contend with, and vendors, vendors, and more vendors. You’re being barraged with a marketing message at every turn and ever step you take you’re walking on a sea of someone else’s promotional material. As an organization trying to market a product, the landscape is especially competitive and it’s very difficult to standout.

As a regular sponsor at festivals like the Van’s Warped Tour, we set out to give ourselves a competitive advantage by creating a print publication called Fuel. Each full-color, 32 page issue included band features and interviews, advertisements, games, and a downloadable MP3 sampler featuring over 20 free tracks from Tooth & Nail and Solid State ... Read More »]]>
If you’ve ever been to a music festival, you know that it’s sensory overload. There are multiple stages with music coming from every direction, a sea of sweaty concert-goers and funky smells to contend with, and vendors, vendors, and more vendors. You’re being barraged with a marketing message at every turn and ever step you take you’re walking on a sea of someone else’s promotional material. As an organization trying to market a product, the landscape is especially competitive and it’s very difficult to standout.

As a regular sponsor at festivals like the Van’s Warped Tour, we set out to give ourselves a competitive advantage by creating a print publication called Fuel. Each full-color, 32 page issue included band features and interviews, advertisements, games, and a downloadable MP3 sampler featuring over 20 free tracks from Tooth & Nail and Solid State artists. Take a virtual look at an issue of Fuel here.

3743453202_825bc373bb_o 3783977430_51b49c993b_o 3807893501_f4f814938c_o 3762961592_e5e04661d5_o 3766583385_015b30f916_o 3742662087_813d3eb124_o 3773471392_e587920e6c_o 3747112577_98fec98101_o

 

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Disambiguation http://www.johntfrazier.com/2012/12/11/disambiguation/ Tue, 11 Dec 2012 17:36:58 +0000 http://www.johntfrazier.com/?p=376 When Underoath set out to release what would be their final studio album Ø (Disambiguation) in November of 2010, I knew we had to do something different.  The band had long been known as a genre-defining act and had completely changed the way that many people perceive heavy music.  Additionally, this album marked the first without one of the most notable longtime members of the band, drummer and vocalist Aaron Gillespie.  There was a great deal of anticipation about how the band’s sound would change with the addition of new members.

In the content driven era, I’ve made it my goal time and time again to take a single piece of content and recapitulate it in as many ways as possible. Many consumers have a “one and done” mentality in regards to music consumption. If, for instance, a new song or piece of ... Read More »]]>
When Underoath set out to release what would be their final studio album Ø (Disambiguation) in November of 2010, I knew we had to do something different.  The band had long been known as a genre-defining act and had completely changed the way that many people perceive heavy music.  Additionally, this album marked the first without one of the most notable longtime members of the band, drummer and vocalist Aaron Gillespie.  There was a great deal of anticipation about how the band’s sound would change with the addition of new members.

In the content driven era, I’ve made it my goal time and time again to take a single piece of content and recapitulate it in as many ways as possible. Many consumers have a “one and done” mentality in regards to music consumption. If, for instance, a new song or piece of content doesn’t satiate the desire of the fan or meet their expectations, they’ll write off the project completely. In a landscape filled with noise, attention became the commodity. Therefore, finding ways to creatively present the same content more than once is important, not only because it has the potential to be more impactful upon successive impressions, but also because we can reach new people all together each time its presented.

When we unveiled the first new song from the band’s album, “Illuminator,” we sold the band on the idea of creating a week long event out of the song premiere. To truly capitalize on the inherent interest in the band’s sound, we broke the song up into 5 layers. Each layer was a different instrument from the mix. Starting on a Monday, we released the first layer on the band’s website. On Tuesday, the next layer was unveiled combined with the previous day’s layer…and over the course of five days, the song began to slowly take shape. First was the drums, then the drums and syths, then the drums, synths, and bass, then the drums, synths, bass, and guitar, and finally the drums, synths, bass, guitar, and vocals. On the 7th day, we released a fully mixed version the song in all it’s glory.

The effort was a smash because we created a spectacle out of what could have easily been a much more underwhelming effort. Press outlets joined in daily announcing the progress that had been made with the song. We had given fans the rare opportunity to be involved with how a song takes shape and the comments from fans substantiated what I knew all along: that this was a very cool concept worth pursuing.
 

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Crowdfunding Before It Was Cool http://www.johntfrazier.com/2012/12/11/crowdsourcing-before-it-was-cool/ Tue, 11 Dec 2012 06:57:52 +0000 http://www.johntfrazier.com/?p=227 These days it seems more common than ever for an artist to ask its fanbase to finance their next project. Amanda Palmer made headlines when her fans helped her blow past her goal, raising over $1,000,000 via Kickstarter. But before there were sites like Kickstarter, Pledge Music, or Indiegogo, I was involved in a life changing and selfless year long campaign on the behalf of the Virginia band, Mae.

A backbreaking project that fused art and community with charitable projects and innovation, the “12 Songs. 12 Months. 1 Goal: Make a Difference” campaign encouraged fans to participate in being a part of changing the lives of those in need and spreading a positive message through the band’s music and their community of fans and friends.

Rather than traditionally releasing a full-length album, each month during the year, Mae would release a new ... Read More »]]>
These days it seems more common than ever for an artist to ask its fanbase to finance their next project. Amanda Palmer made headlines when her fans helped her blow past her goal, raising over $1,000,000 via Kickstarter. But before there were sites like Kickstarter, Pledge Music, or Indiegogo, I was involved in a life changing and selfless year long campaign on the behalf of the Virginia band, Mae.

A backbreaking project that fused art and community with charitable projects and innovation, the “12 Songs. 12 Months. 1 Goal: Make a Difference” campaign encouraged fans to participate in being a part of changing the lives of those in need and spreading a positive message through the band’s music and their community of fans and friends.

Rather than traditionally releasing a full-length album, each month during the year, Mae would release a new song exclusively on their website, whatismae.com. Without the support of a label or any corporate backing, we built an infrastructure from the ground up that would allow fans to donate money to these projects and share the movement via a special Mae “widget” that could be hosted anywhere on the web. Fans could donate as little as a dollar and in exchange, they would receive a high-quality download and digital booklet. However, fans were encouraged to contribute more and many of them did…because all of the profits from the song donations were given directly to charity.

The year was split into three different initiatives, (m)orning, (a)fternoon, and (e)vening. In addition to being an acronym for the band’s name, each initiative involved three separate partnerships with distinctly different charitable organizations.

The (m)orning chapter saw the band partnering with Habitat for Humanity to raise funds to build a home for a family in need in their hometown of Newport News, Virginia. Four songs, four months, and $65,000 in donations later, the (m)orning chapter of the 2009 campaign would conclude with the ribbon-cutting ceremony for the home of Rhonda Floyd and her three children. We accomplished our goal and proved that with compassion and the support of the band’s global community, we could change the life of a special family and prove that through music and a common goal, we can make a difference.

The (a)fternoon chapter shifted the focus to education as we partnered with Donors Choose to help educators around the country get the materials they need to effectively be able to execute their curriculum. The success of the initiative continued and over the course of this campaign, we were able to fund an educational project in all 50 states through the generous donation of the band’s fans.

The final chapter of the campaign, (e)vening, saw the band partnering with Destination Imagination‘s Global Finals, the world’s largest celebration of creativity. Over 1,100 teams from 45 states, 7 Canadian provinces and 13 countries converged in Knoxville, TN to showcase their ingenuity. Not only was the band an active part of the event, but they also performed live for over 15,000 participants and used their voice to encourage them to continue to focus on their creativity, ingenuity, and problem solving.

Through the “12 Songs. 12 Months. 1 Goal” campaign, we created a movement. We proved that sound innovation and marketing mixed with art and community could in fact create a platform strong enough to make a difference.

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A Monster Band? http://www.johntfrazier.com/2012/12/04/a-monster-band/ Tue, 04 Dec 2012 23:09:01 +0000 http://www.johntfrazier.com/?p=172 Tapping into the spirit of Halloween, we created a fictional band comprised entirely of monsters who used to be interns and called them…get this, the Monsterns. We even booked studio time for them to record a single and sold it on iTunes – all with the intent of promoting the Tooth & Nail brand.

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Tapping into the spirit of Halloween, we created a fictional band comprised entirely of monsters who used to be interns and called them…get this, the Monsterns. We even booked studio time for them to record a single and sold it on iTunes – all with the intent of promoting the Tooth & Nail brand.

Mummy + Console Mummy + Console 2 Werewolf + Producer Werewolf + Producer 2 Werewolf Tracking Guitar Werewolf Tuning

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Enter Sandman http://www.johntfrazier.com/2012/11/27/enter-sandman/ Tue, 27 Nov 2012 01:39:55 +0000 http://www.johntfrazier.com/?p=110 In support of the the third full-length release from metal stalwarts, Mychildren Mybride, we constructed an elaborate online maze utilizing YouTube that consisted of 17 different videos with over 20 possible paths for fans to choose.  Through creatively shot third-person video, fans were taken on an “interactive nightmare” to escape their environment.  The soundtrack?  Mychildren Mybride.  The incentive? If fans made it through the maze by selecting the right paths, they unlocked a brand new unreleased song from the band’s forthcoming album.  The payoff?  Nearly 100,000 total video views and an engaging experience unlike anything the metal community has seen before.  Check out the Mychildren Mybride “Dreamcatchers” Interactive Nightmare! Choose wisely on your path and you will continue your journey, but a myriad of decisions lie around each corner that will decide your fate!

 

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In support of the the third full-length release from metal stalwarts, Mychildren Mybride, we constructed an elaborate online maze utilizing YouTube that consisted of 17 different videos with over 20 possible paths for fans to choose.  Through creatively shot third-person video, fans were taken on an “interactive nightmare” to escape their environment.  The soundtrack?  Mychildren Mybride.  The incentive? If fans made it through the maze by selecting the right paths, they unlocked a brand new unreleased song from the band’s forthcoming album.  The payoff?  Nearly 100,000 total video views and an engaging experience unlike anything the metal community has seen before.  Check out the Mychildren Mybride “Dreamcatchers” Interactive Nightmare! Choose wisely on your path and you will continue your journey, but a myriad of decisions lie around each corner that will decide your fate!

 

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Golden Pass http://www.johntfrazier.com/2012/11/16/golden-pass/ Fri, 16 Nov 2012 04:32:09 +0000 http://www.johntfrazier.com/?p=74 Inspiration is all around us.  It stems from our past and our present.  It helps us to move forward, savor each moment, and plan for the future. Sometimes inspiration is right in front of us…and sometimes its the most common sense solution to a set of problems.

With the release of Underoath’s album Lost In The Sound Of Separation, we were violently being thrust into a day and age where actually selling music to fans was becoming harder and harder. The value of music was inherently beginning to diminish amongst our demographic and free music was becoming more and more widely available. Behaviorally, exchanging music had become as common place as sending an e-mail. One click of a button and an entire artist’s catalogue could be yours in minutes. In an attempt to bring more value to the physical product, we ... Read More »]]> Inspiration is all around us.  It stems from our past and our present.  It helps us to move forward, savor each moment, and plan for the future. Sometimes inspiration is right in front of us…and sometimes its the most common sense solution to a set of problems.

With the release of Underoath’s album Lost In The Sound Of Separation, we were violently being thrust into a day and age where actually selling music to fans was becoming harder and harder. The value of music was inherently beginning to diminish amongst our demographic and free music was becoming more and more widely available. Behaviorally, exchanging music had become as common place as sending an e-mail. One click of a button and an entire artist’s catalogue could be yours in minutes. In an attempt to bring more value to the physical product, we channeled our inner-Willy Wonka and developed a special “Golden Pass” tour laminate that was randomly inserted in Underoath CD’s across America. Working in conjunction with the band, the recipients of such a pass would be given free access to any Underoath show for the rest of eternity. It worked. In its first week, Lost in the Sound of Separation debuted at No. 8 on the Billboard 200 charts, selling 56,000 copies in the US alone. To date, over 82% of the album’s sales have been physical. While the “Golden Pass” alone can’t claim total credit for the album’s success, it created a new incentive to purchase the physical product rather than do something a lot less…legal.

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