Ephrem's Case Study: January 2011

Marketing (Mainstream) Part 2

This an article from Michael Jackson's website showing that Sony still spend big money to market his album, even after his death.

The 29,070 ft² poster smashes the previous record by more than 110 ft²
London, UK (9 December 2010) – Guinness World Records, the global authority on record breaking, today confirms that a poster erected to mark the release of Michael Jackson's 'Michael' album (released 13th December) has set a new record as the world's largest poster.
Guinness World Records confirmed that the poster of Michael Jackson's 'Michael' measures 171ft by 170ft with a total surface area of 29,070 ft², smashing the previous record - held by the 2010 Winter Olympics in Vancouver - by more than 110 ft². To put it into perspective, the 'Michael' poster would take over three quarters of the pitch at Wembley stadium, is longer than the equivalent of six Routemaster buses end-to-end and if upright would be higher than Nelson's column.

http://www.michaeljackson.com/uk/news/guinness-world-records-confirms-michael-jackson%E2%80%99s-%E2%80%98michael%E2%80%99-album-artwork-world%E2%80%99s-largest-poste

Marketing (Independent)

Being an independent artist, he doesn't have the same marketing budget as Michael Jackson, meaning he has to be more creative with his promotion. The main tools he uses to promote himself is social networking sites, using Facebook and MySpace, and most importantly for D-Pryde himself, he posted videos on YouTube, which is how he gained most of his followers.

Marketing (Mainstream)

With Michael Jackson being one of the most successful artists ever, he is obviously going to get marketing budgets in the millions. For his album HIStory, Sony spent $30m to promote it, which included having statues of MJ positioned throughout Europe to promote the album.

http://en.wikipedia.org/wiki/HIStory:_Past,_Present_and_Future,_Book_I#Promotion

Official Website

Michael Jackson

On his website, he has links to buy his album, it has artist information, music videos, and a fans community section, with a forum where they can interact together. In the store section, there are links to buy his albums from various websites, including iTunes ans Amazon. There is also a link to buy his merchandise, with various products including T-Shirts, bags, scarfs and calendars.

http://www.michaeljackson.com/uk/home