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TRANSCRIPT
Zara Larsson Master Marketing Plan
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Skyline Records Contact Information
Michelle Francis: [email protected]
Connor Hunt: [email protected]
Alex Hyken: [email protected]
Benjamin Lifson: [email protected]
Christina Osborn: [email protected]
Abby Prager: [email protected]
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TABLE OF CONTENTS Campaign Goals ................................................................................................... 3
Artist Biography..................................................................................................... 3
Demographics ....................................................................................................... 4
Timeline ................................................................................................................ 5
Digital Marketing ................................................................................................... 6
Publicity ................................................................................................................ 8
Advertising .......................................................................................................... 10
Street Marketing.................................................................................................. 11
Radio Promotion ................................................................................................. 12
Radio One Sheet ................................................................................................ 13
Video Promotion ................................................................................................. 14
Artist Development .............................................................................................. 14
Artist Merchandise .............................................................................................. 16
Booking One Sheet ............................................................................................. 17
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CAMPAIGN GOALS
Create a campaign that focuses on giving music consumers the power to discover Zara Larsson’s overall persona—from her music to her carefree personality—and establish an image of a young woman as a modern bohemian, seen through her fashion sense, attitude, and lyrics (as heard in “Uncover”). This will lay the foundation for a successful LP release and tour. It will be achieved through street marketing, print and blog features, and building and maintaining a strong social media presence.
ARTIST BIOGRAPHY
Extended Zara Larsson has dazzled Scandinavia as a young pop sensation. She topped the charts multiple times and was a number one artist on Spotify in Sweden. At the young age of 16, Zara has had a successful early start to her music career. Zara was born on December 16, 1997. Her parents were the first to recognize her talent because she was constantly singing. At ten years old, Zara won the Swedish version of America’s Got Talent (Talang) in its 2008 season. Her winning performance on the show, “My Heart Will Go On” by Celine Dion, has received over 14 million views on YouTube. The song was also released as her debut single. Following her initial success, Zara signed with TEN Music Group in 2012 to release her first EP, Introducing, in January 2013. The first single released from this EP, “Uncover,” built the road for her success in Scandinavia. Introducing was followed by massive sales in Sweden, increasing Zara’s fan base to make her one of the country’s top artists. Universal Music Sweden awarded the single and EP with triple platinum certification in July 2013 due to their success with over 5 million streams and sales of over 120,000 units. Her second EP, Allow Me To Reintroduce Myself, was released in July 2013 and featured her two-part single “She’s Not Me (Part 1)” and “She’s Not Me (Part 2).” With the success of both EP’s, Zara announced on her blog in April of 2013 that she had signed a three year contract with Epic Records. Since being signed to Epic, Zara has released the single “Bad Boys” with an accompanying music video and has also opened for Cher Lloyd and Fifth Harmony on the “I Wish” tour.
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Now that Zara has a large following throughout Scandinavia, she is working to break into the United States market. There are plans to launch a single and album in the US in late 2014 - early 2015. Condensed The passionate and chic Swedish star Zara Larsson has topped Scandinavian charts multiple times and was a number one artist on Spotify in Sweden. She won her native country’s America’s Got Talent in 2008 at age 10, and released her first EP, Introducing, overseas in 2013. The EP and its top single “Uncover” went triple platinum in Sweden. Zara is looking forward to launching her career in the United States with Skyline Records. Tagline Swedish pop sensation Zara Larsson will captivate with her intoxicating sound and outspoken personality.
DEMOGRAPHICS
The target markets listed below cover a wide range of music consumers. Cosmo Cuties, Pop Princesses, and Happy Hour Hustlers will all be key audiences to establish her presence in the Top 40 market. Cosmo Cuties: 100% female, 15-25 year olds
For music consumers who are fans of Beyonce, Rihanna, Ciara, Iggy Azalea, Katy Perry, Miley Cyrus, and Sia
Summary: Enjoy shopping, girl-talk/gossiping with their friends, and social media. Interested in pop culture, like using social media and magazines to stay updated on their favorite celebrities
Musical Tastes: Listen to Top 40’s and enjoy songs that are fun to sing along to (girl anthems)
Discovery: Word-of-mouth, recommendations from friends, hearing songs played during TV episodes, watching music videos on websites, online radio streaming sites, social networking
Brand Affiliations: Forever 21, Victoria’s Secret, rue21, OPI, MAC, Clean & Clear, Herbal Essences, Smirnoff Ice, Jamba Juice, Apple, Converse, Starbucks Coffee
Poetic Pop Princesses: 100% female, 13-21 year olds
For music consumers who are fans of Nicki Minaj, Frank Ocean, Cher Lloyd, 5 Seconds of Summer, Ke$ha, One Direction, Taylor Swift, Hot Chelle Rae
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Summary: Like dancing and clubbing, fashion, watching videos (esp. on mobile), painting, social networking, and socializing with friends. Are emotional and fashionable. Follow artists on Instagram and Tumblr for lyrics and general inspiration
Musical Tastes: Like music that you can dance to and is lyrically driven. Lets emotions control the playlist
Discovery: Mostly through recommendation from friends, listening on video websites, watching music TV channels, social networking sites, and online radio streaming
Brand Affiliations: Forever 21, Clean & Clear, Urban Outfitters, OPI, Victoria’s Secret, Sephora, Converse, Aussie, Vitamin Water
Happy Hour Hustlers: 51% female, 49% male, 22-29 years old
For music consumers who are fans of Calvin Harris, Krewella, Skrillex, Daft Punk, Drake, J Cole
Summary: Enjoy bar hopping, drinking with friends, dancing/clubbing, watching videos, extreme sports, going for a run, are an ambitious group of people, have grown up with R&B and hip hop so understand the culture and embrace the new and different
Musical Tastes: Like to experiment with music styles to keep things lively and exciting, love music that feels edgy, exciting, and epic. Enjoy things that show expression
Discovery: Recommendations from friends, listening to music on video sites, hearing music in nightclubs/bars, social networking sites, and browsing music on file sharing sites
Brand Affiliations: Smirnoff Ice, Malibu, Blue Moon, Express, Captain Morgan, Red Bull, Urban Outfitters, Forever 21, Puma, Bud Light
TIMELINE
Phase 1: Establish a Presence Take approximately four months to create a solid foundation, which will allow music consumers to discover Zara and create a fan base for future marketing. September 2014 - December 2014
Create English version of website Tweet, Facebook and Instagram in English to establish an American
presence Create a Pinterest account to differentiate the artists’ social media
platforms and effectively penetrate the market New press photos Initiate street team to hand out flyers/mirrors at concerts
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Phase 2: Release EP Early January 2015 release EP “Uncover” via iTunes, Spotify, Amazon,
Google Play, Pandora, terrestrial and satellite radio Continue street team marketing Initiate pitches and ideas seen in Artist Development section Radio interviews Online advertisements for EP Spotify listening session Week after EP release, release video for “Uncover” TV appearances
Looking Forward: Phases 1 & 2 are building blocks for a full album launch and American tour. The EP release and small marketing tactics will give Zara a heightened presence on mobile and online platforms. This presence will generate excitement about the artist that will lead to a successful American LP release and tour.
DIGITAL MARKETING Social Media Statistics (Captured July 1st, 2014):
141,891 Likes 57,509 Followers 351,630 Followers
ZaraLarssonOfficial @ZaraLarsson @ZaraLarsson Objective: Increase overall reach of socials. Post content that gets fans actively involved, such as trivia, giveaways, countdowns and exclusive content. Work to maintain more balanced bilingual social media accounts. Facebook: Continue to remain active on this platform. Update pictures from what are currently there. Change her profile picture and banner image because it does not represent her correctly. Twitter: Continue active presence, including retweeting and favoriting fan posts. Instagram: Continue active Instagram usage. Possibly create a weekly video series of lifestyle tips.
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Pinterest: Currently, celebrities who have public Pinterest boards use them for publicity purpose to create boards of photographs of themselves. Zara is more than a pop singer, she’s a woman with an incredible fashion sense and a bold personality. One way that she can raise awareness within her target audiences is to make herself present on a very widely used social media platform that currently is not utilized by many other artists/celebrities. Zara’s unique style and personality will be an incredible sensation for creating boards on fashion and street style. Additional board content can include her lyrics and quotes. Website: Zara Larsson’s Swedish website is great for her current fan base, and we want to allow her to maintain her Swedish identity. Therefore, we would like to add a landing page that allows viewers to choose between the current Swedish site and an English site under an American domain. This will help her appeal to a wider variety of audiences while still remaining true to herself. This concept has already been implemented by another Epic Artist, Man With A Misson, who also wants to keep their Japanese fan base close to them as they look to make a name for themselves in the U.S. Below is their landing page, which we will take inspiration from when rebuilding Zara’s website.
In addition, ensure all links to social media are correct. Currently, the Swedish site links to an incorrect Twitter account. Snapchat: Another media that has yet to truly be broken into by celebrities is Snapchat. We suggest that Zara Larsson creates a Snapchat account. While not needing to respond to snaps that she receives, creating snap stories would generate excitement and increase the feeling of an authentic relationship between fans and the star. For example, when Lucy Hale posted a story on the MTV Snapchat, people frantically screenshotted it and tweeted about it.
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PUBLICITY
Objectives: To create awareness and educate members of the United States public
about Zara Larsson. Build upon Zara’s image to brand her within the US marketplace as a
modern bohemian. After creating awareness, keep Zara in the spotlight of the public to make
her a personable/relatable celebrity to her target markets. Sample Press Release: Date - New York, New York - Zara Larsson, the invigorating and outspoken Swedish pop sensation, is excited to re-release her single “Uncover” on _____ for the United States market. After the launch of her single, Larsson’s EP Uncover will be released on ____. Larsson’s EP offers music consumers a modern bohemian to fall in love with. Both the single and EP will be Larsson’s first introduction in the United States. “This [She’s Not Me Pt. 1] is one of my FAVORITE songs I’ve discovered by up n comer Zara Larsson, it’s so simple yet so beautiful,” said Katy Perry via her Twitter account @KatyPerry. After winning Sweden’s version of America’s Got Talent at the age of 10, Larsson has grown into a number one selling artist in her home country and throughout Scandinavia. Breaking into the United States will be a new and exciting journey. “She’s back with a big song and her special voice to take her stab at pop glory! And we are feeling it!” says Perez Hilton. Her musical journey thus far shows the impact that Larsson can have on an audience. Not only has Larsson become a musical sensation in Sweden, but she is also an independent young woman whose attitude will attract a variety of fans. Through her active social media presence, followers can discover Larsson’s distinguished fashion sense and bold personality. Larsson’s musical career began with success. Her winning song for Sweden’s version of America’s Got Talent, “My Heart Will Go On” by Celine Dion, has accumulated over 14 million views on YouTube. She released her first EP Introducing in Scandinavia in January 2013. The EP, along with its single “Uncover,” was awarded triple platinum certification by Universal Music Sweden. She released her second EP overseas in July 2013, entitled Allow Me to
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Reintroduce Myself. Larsson has also released the single “Bad Boys” with an accompanying music video and opened for Cher Lloyd and Fifth Harmony. Additionally, she has held a number one position on Spotify in Sweden. For more information, please access her social media accounts below or contact Skyline Records. Zara Larsson: http://www.facebook.com/ZaraLarssonOfficial http://www.twitter.com/ZaraLarsson http://www.instagram.com/ZaraLarsson http://www.ZaraLarsson.se For More Information Contact: Publicity Skyline Records [email protected]
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Desired Media Appearances: Ellen, NBC Today, Good Morning America, CBS This Morning, Saturday Night Live Radio Stations Around the Country, Sirius XM Radio Interview & Concert Syncs for single “Uncover:” These television shows were chosen because their audiences align with our target demographics and the music played within these shows matches Larsson’s sound. Additionally, some of these shows feature episode playlists.
ABC Network: Revenge, Scandal, Once Upon a Time ABC Family: Switched at Birth, The Secret Life of the American Teenager,
Pretty Little Liars Showtime: Shameless
Print Features: Seventeen, Nylon, Teen Vogue, Elle, People, Us Weekly, Lucky, Harper’s Bazaar, InStyle, M Magazine, Just Jared Jr., J-14, Twist, The Red Bull Bulletin, Billboard, Allure Online Placements: Refinery29, Spotify listening event, Zara Larsson Website and Blog, Just Jared, Perez Hilton, Tiger Beat, Pop Crush, FanLaLa, Seventeen online counterpart, Nylon online counterpart, Teen Vogue online counterpart, Elle online counterpart,
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People online counterpart, US Weekly online counterpart, Allure online counterpart Events: Performances and/or award presentations at Teen Choice Awards, Billboard Music Awards, American Music Award, MTV Video Music Awards
ADVERTISING
Online Ads: Spotify ads Vevo ads
Print Ads: See “Artist Development” TV Ads: N/A
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STREET MARKETING
These promotional items will increase levels of awareness about Zara. The street team will distribute these items at similar artist’s concerts leading up to the EP release.
Item 2: Pocket Mirrors Item 1: 11" x 17" Posters & 4.125” x 5.25” flyers
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RADIO PROMOTION
The goal is to target Top 40 radio stations nationwide starting with the ones listed below. These radio stations are targets because they are the ones with the most radio spins for artists that we categorize as similar to Zara. Some artists include Beyonce, Usher, Katy Perry and Ariana Grande. We want these stations to spin Zara’s single “Uncover” upon the release of her debut track in the United States. WUHT Birmingham AL KMXV Kansas City KS KRQ Tucson AZ WNRW Louisville KY KJLH Los Angeles CA KQXL Baton Rouge LA KHOP Modesto CA WBMX Boston MA KAMP Los Angeles CA WXKS Boston MA KEGY San Diego CA KSPQ Springfield MD KRCK Palm Springs CA WDZH Detroit MI KIIS Los Angeles CA WFXC Raleigh NC KHTH Santa Rosa CA KDLW Albuquerque NM KMVQ San Francisco CA KFRH Las Vegas NV KKMG Col. Springs CO WWFS New York NY WTIC Hartford CT WHTZ New York NY WKCI New Haven CT WWHT Syracuse NY WRQX Washington DC WKSE Buffalo NY WMBX West Palm FL WBMP New York NY WHQT Miami FL WKTU New York NY WRMF West Palm FL WIMX Toledo OH WPOI Tampa FL WKRQ Cincinnati OH WNWW Jacksonville FL KYIS Ok City OK WJHM Orlando FL WFHN Providence RI WAPE Jacksonville FL KWNW Memphis TN WAMS Atlanta GA KVIL Dallas TX WAKB Augusta GA KLJT Tyler TX WWPW Atlanta GA KLIF Dallas TX KSAS Boise ID KKHH Houston TX WNOW Indianapolis IN WXZO Burlington VT WZPL Indianapolis IN WIXX Appleton WI KKDM Des Moines IO WRNW Milwaukee WI
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RADIO ONE SHEET
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VIDEO PROMOTION
Re-create the “Uncover” music video to enhance her image as a modern pop bohemian. Zara Larsson will promote the video when the song and EP are released via Twitter, Facebook, Instagram, website and her blog.
ARTIST DEVELOPMENT
Television Pitch to Project Runway for contestants to design an outfit for Zara for a
given round. Ideal for keeping her in the fashion light and on the forefront of today’s trends.
Pitch her as a guest performance on America’s Got Talent. This will help to tie in her background story with an American audience.
Digital Pitch her to La Blogotheque/Take Away videos. Because Zara truly is
talented, this will be a great way to showcase her voice. Pinterest: This tool can be used to position Zara as a fashion expert as well
as a pop artist. She can create boards on fashion in addition to inspirational lyrics. This could also be a great medium to use with brand sponsorships. She could pin items by the company and recommend their products or their boards.
Have Zara create a series of weekly videos via Instagram or Vine, which would link directly to her Twitter account, where she gives lifestyle tips to her followers. Each video would be posted with a hashtag like “#ZLweeklytip.”
Mobile Pitch the app Kim Kardashian: Hollywood Cheats to add Zara as a famous
character. This is a mobile marketing technique to help Zara become a familiar face on the third device.
Snapchat: Zara can use Snapchat as a personal tool to share insight into her daily life. Snaps could include what she’s doing or how she is feeling. This is a great device for her to connect with an audience personally and authentically.
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Miscellaneous Hire a street team to host sidewalk stands in high foot traffic areas. These
stands will play Zara’s music and be handing out items that are part of a brand sponsorship. On whatever this item may be, it will have a sticker with a download code for the song “Uncover.” See point below for potential brand sponsorship and sticker/download card ideas.
Partner with a beauty company to create a series of advertisements that incorporate scratch-offs to uncover Zara and a download code for her song. Ideal beauty companies include Urban Decay, Too Faced, NARS, Sephora, Mac, and Smashbox. These scratch-offs could be handed out in beauty stores at the cash register and/or could be featured in a full-page advertisement in a teen magazine like Teen Vogue or Seventeen. The download cards or advertisement could also provide a further incentive such as “When you download the song, enter a chance to win $1,000 of our product.”
Obtain the rights to and distribute a remixed version of “Uncover” to clubs in
college towns and in major cities throughout the country. This will increase the amount of song plays and enhance song recognition. Suggested remix is “Uncover (Richello Remix) (Radio Edit):” https://www.youtube.com/watch?v=Rd8jsszPCTo
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ARTIST MERCHANDISE
Figure 1: Sweatshirts and Tank Tops with Zara Larsson Logo
Figure 2: Posters of Zara to be sold via Zara’s website
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BOOKING ONE SHEET