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Olivia Rodrigo Released Her Debut Single Drivers License at the Beginning of 2021 and It Quickly Took the Internet by Storm

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Olivia Rodrigo Released Her Debut Single Drivers License at the Beginning of 2021 and It Quickly Took the Internet by Storm 2022 Debut Tour PR Plan Emma Baxter, Mary DeFranco, Claire Kantz, Jade Lieu, Guadalupe Rodriguez 2 Table of Contents Table of Contents 2 Introduction 3 Background 5 SWOT Analysis 6 Goal Statement 7 Key Audiences 8 Goals and Objectives 7 Media Relations Press Release 10 Media Distribution List 12 Story Angle Pitches 13 Strategies, Tactics and Tools 14 Evaluation 18 Appendix 19 Resources 21 3 Introduction Olivia Rodrigo released her debut single drivers license at the beginning of 2021 and it quickly took the internet by storm. Rodrigo is brand new to the music industry but has already proven her music’s relevance by breaking multiple records in the first week with drivers license alone. Rodrigo recently released her new single, deja vu, and simultaneously announced a debut album set to be released May 21st. Planning the tour for the prospective year, we believe that Rodrigo’s first tour will be a great opportunity to expand her career as an artist. This debut tour most of GenZ interested in her music. With her debut singles’ success on TikTok and her role on High School Musical The Musical: The Series, there is a large opportunity to utilize social media as a part of the marketing strategy for this upcoming tour. Following the music PR cycle, Rodrigo has successfully developed, produced and dropped two singles prior to the release of her album on May 21, 2021. On her personal social media accounts, she revealed the track list for her upcoming album, Sour, and strategically implemented easter eggs throughout multiple platforms. Prior to her album release, the 18 year-old will make an appearance and perform her singles, drivers license and deja vu, at the BRIT Awards. Rodrigo’s 2022 debut tour will begin promotion in January of 2022 with an official announcement of dates and venues. The main communication opportunities our team will be taking advantage of surrounds the use of social media, radio, digital publications and TV. Tickets will go on sale through Ticketmaster Verified Fan on February 4th and open to the general public on Rodrigo’s birthday, February 20th. In the months between tickets going on sale and the tour opening, Rodrigo will make appearances on various late night shows, radio shows, and digital platforms to promote the shows. The PR plan also includes various marketing stunts that feature brand tie-ins with Ben & Jerry’s Ice Cream and Wildflower Cases. 4 Background Oliva Rodrigo is an 18-year-old singer and actress who is currently signed to Geffen Records, who is owned by Universal Music Group (UMG). UMG is one of the biggest music labels who has also signed the world's biggest singers such as Billie Ellish, Kendrick Lamar and Lady Gaga. Each of these artists have won multiple Grammys, performed at major festivals like Coachella, and brought major success to the label. UMG has had more artists on the International Federation of the Phonographic Industry’s top ten global artist list in 2019 than any other music company, bringing in revenue and good press for the label as well as the artists. While they are one of the biggest music labels in the world, other competitors in the industry are other music labels like Warner Music Group, Hollywood Records and Atlantic Records, who have signed artists like Bruno Mars, Olivia Holt and Charlie Puth. Almost every music label is taking a hit right now due to the COVID-19 pandemic, which is limiting festivals, tours and other live performances. Some of the loss is being made up with the increase in music streaming, however UMG has faced an overall 4.5% financial loss in 2020 and a greater loss in physical sales and merch sales (Ingham, 2020). Rodrigo released her first single, drivers license in January of 2021 and recently has released her second single deja vu in April of 2021. Both of these songs were instant successes with both currently being in the billboard hot 100 since their release. This makes Rodrigo the first artist ever to have both of their first two debut singles enter in the top five of the Billboard Top 100 (Rutherford, 2021). She signed with UMG in 2020 and has joined a class of artists like Blackpink, Lana Del Rey, and Ellie Goulding in her music journey. Soon after she came out with her second single, deja vu, she announced the date of her debut album Sour set to be released on May 21st, 2021. 5 SWOT Analysis Strengths Weaknesses ● Strong social media presence ● Appeals to a niche audience ○ TikTok challenges and most used sound ● Less experience in the music industry ● Gen Z audience ● Association with Disney to remain family ● Established in her acting career with Disney, friendly and be an appropriate role model which led to her expanding into her music career ● First two singles, drivers license & deja vu, broke multiple records within the first week of the release Opportunities Threats ● Teases for her new album release ● Conflict with her ex-boyfriend and current ● Teases for tour dates and locations co-star, Joshua Bassett, in the press ● Teases for ticket sales and tier lists ● Conflict with Sabrina Carpenter, who recently ○ General Admission wrote a song in response to her single, drivers ○ Meet & Greet ○ VIP Packages license ● Easter eggs for music videos on her upcoming ● COVID-19 pandemic and the uncertainty of how album, Sour long it will last ● Early merchandise launches ● COVID-19 large gathering restrictions ● Limited edition merchandise that can be sold during her tour ● Exclusive content ● Influencer collaborations ○ PR packages ● Press interviews for promotion ● Contests/Giveaways ○ Merchandise ○ Tickets to the tour 6 Goal Statement and Objectives GOAL To generate awareness for Olivia Rodrigo's new album, Sour, drive traffic to Olivia Rodrigo’s 2022 debut tour website, and sell 90% of tickets at each venue by July, 2022. OBJECTIVES 1. Increase monthly listeners on music platforms such as Spotify & Apple Music by 50% by January 31, 2022. 2. Increase social media presence and engagement by 60% by May 15th, 2022. 3. Secure 10 press coverage interviews on Late Night shows and digital media companies by April, 2022. 4. Secure 10 featured stories on 10 digital publications by January 1st, 2022. 5. Obtain at least one-cross promotion or brand tie-in by March 1st, 2022. 6. Execute at least one PR stunt by April 1, 2022. 7 Key Audiences PRIMARY: We believe the primary key publics to be ages 13 - 26. SECONDARY: We believe the secondary key public to be influencers within the age range 13-26. ● Indie Music Artists ● Media companies BUYER PERSONAS: Kristina is a single, 17-year-old female high school student who lives in the suburbs in Massachusetts. She works at her local coffee shop on the weekends to save money for when her favorite pop artists go on tour. She uses all social media platforms on a regular basis, especially Youtube and TikTok. She has almost all streaming services including Disney+, where she started watching High School Musical The Musical: The Series and discovered Olivia Rodrigo. From there, she listened to all of her music and even found out about the Olivia and Joshua Bassett situation from a drama Youtube channel. She has Olivia’s post notifications on for all platforms so she never misses a new release. Jordan is a 20-year-old queer male college student who lives in Los Angeles, California and attends UCLA as a Business major. He uses Instagram and TikTok as his main social media platform and is very up to date with all trends and recreates them himself and for his 60k TikTok followers. He loves music and posts lots of covers or cute moments with him and his new 8 boyfriend. While scrolling through his TikTok “for you” page, he heard drivers license as a sound on a video and immediately fell in love with the song and made his own cover on TikTok. He also follows a lot of indie/alternative artists and loves both big and small venue concerts. Claudia is a 23-year-old female recent college-grad who lives in Portland, Oregon. She mainly uses Instagram and does not really use TikTok, but she is very familiar with media because of her job in Influencer Marketing for a media company.Her first impression of Olivia was when she saw that lots of people were posting about drama between Olivia Rodrigo and Sabrina Carpenter, so she did her research and decided to take Olivia’s side. She explains the drama story to her long-term boyfriend, but he doesn’t really understand. She loves Olivia Rodrigo’s music and is also a fan of Taylor Swift. She does not go to many concerts, but when it is for her favorite artist she will stand in line for hours to get tickets. 9 Press Release Olivia Rodrigo Sour Tour Announced Drivers license singer and actress releases dates for 2022 Los Angeles, CA: Singer-songwriter Olivia Rodrigo has announced the North American tour for her debut album Sour, which will kick off in July of 2022 in California. Rodrigo, who broke multiple records with her debut single drivers license back in January, is set to release Sour on May 21st, 2021. Rodrigo has found unprecedented success with her music, breaking streaming records previously held by artists such as Cardi B, Zayn Malik and Ariana Grande with her debut single. She was quoted as saying, “I had no expectations for it. I definitely didn’t expect for it to chart like it has and break all of these records. It’s surreal.” When asked for her thoughts about debuting on tour, Roridgo said, “Performing has always been a huge part of who I am and going on tour is something I’ve dreamt about for so long! I think Sour has such a great story to tell, I can’t wait for people to experience the album live.” Tickets for the tour will go on sale to the general public in February of 2022.
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