Contents 2 Portfolio Business Review 4 Terra Firma’s Funds
1 Executive Summary 3 Business & Financial Review 5 Contact Information
ANNUAL REVIEW 2008 A UNIQUE PERSPECTIVE Excerpt from the 2008 Annual Review EMI Human Interest Article Contents 2 Portfolio Business Review 4 Terra Firma’s Funds
1 Executive Summary 3 Business & Financial Review 5 Contact Information
Making Katy Perry an international hit depended on giving her the kind of credibility that can only come from fans discovering an artist themselves. Delivering that would depend on flawless coordination between EMI’s teams in the US and the rest of the world. Nine months before the album’s US launch date, an aggressive marketing plan began with extensive use of the internet, the medium that would introduce Katy to fans, key taste-makers and the media. With her name out there and momentum CHARTING building, the commercial radio plan THE RISE OF could roll out. KATY PERRY The finished album included tracks from previously unreleased albums that Katy had produced with other 2008 was Katy Perry’s year. record labels plus two collaborations After moving to EMI from with producer Dr. Luke – ‘I Kissed a another label, she became Girl’ and ‘Hot N Cold’. This material the company’s biggest was the basis for the biggest breakthrough artist of 2008, her multi-format assault ever seen catchy brand of pop selling over for a new female pop artist. With 2 million albums and 11 million marketing going into overdrive, her tracks and ringtones worldwide. music and her face was all over the PRESS 46 VIDEO AND ONLINE lRST IN 5 Katy is the first big new artist for the the US and then feeding into the new EMI and her meteoric rise has rest of the world. been helped along by some of the radical changes that have already After the initial word-of-mouth build TAKEN PLACE AT THE COMPANY "Y up, this accelerated marketing plan 4 getting closer to its artists, finding kept up the momentum and Katy new ways to connect with consumers went on to have two number one and taking a global approach to hits that turned her into a US and marketing, today’s EMI is giving stars worldwide recording sensation. like Katy Perry every chance to shine. It wasn’t quite overnight success, 3 but it was pretty close. Katy came to EMI with talent and a very specific vision. EMI’s A&R Katy Perry’s rise is a template for the and marketing teams worked future success of EMI. The business collaboratively, building a close has showed what it can achieve 2 relationship with Katy that would when it works together, gets closer enable her to realise her vision to its artists and thinks globally. It’s a and take her music to fans around powerful formula that’s proved to be the world. a big hit for the business and taken one talented newcomer to the very top of the charts.
A UNIQUE PERSPECTIVE TERRA FIRMA ANNUAL REVIEW 2008 47