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This Is…Icona Pop MARKETING PLAN

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This Is…Icona Pop MARKETING PLAN This Is…Icona Pop MARKETING PLAN TEAM BLACK CAT Records: Emily Antonicci Marissa Melillo Marketing, Fueled By Ramen Digital Marketing, Fueled By Ramen [email protected] [email protected] Sam Bromer Chanel Shumate Publicity, Atlantic records Urban Radio Promotions, Atlantic Records [email protected] [email protected] Rochella Exeter Parker Ulry Marketing, Atlantic records Sales, Atlantic Records [email protected] [email protected] Karlenna Lombardi Ashley Weinaug Video Promotions, Atlantic Records Radio Promotions, Atlantic Records [email protected] [email protected] TITLE: This Is…Icona Pop LABEL: Black Cat/Atlantic Records CONFIGURATIONS: This Is… Icona Pop (Explicit) - $9.94 This Is… Icona Pop (Amended) - $9.94 This Is… Icona Pop (Target Exclusive) - $18.98 This Is… Icona Pop (Explicit) [Mastered For iTunes] – $9.99 This Is… Icona Pop (Amended) [Mastered For iTunes] – $9.99 CD/LP/DIGITAL: $9.94/$18.98/$9.99 RELEASE DATE: September 24, 2013 (USA) October 7, 2013 (UK) TRACKLISTING 1. I Love It 2. All Night 3. We Got the World 4. Ready For the Weekend 5. Girlfriend 6. In the Stars 7. On a Roll 8. Just Another Night 9. Hold On 10. Light Me Up 11. Then We Kiss BACKGROUND & ALBUM STRATEGY “It was the best thing that ever happened,” says Aino Jawo of meeting her musical partner-in-crime, Caroline Hjekt. Formed in 2009, the Swedish duo came together in an unconventional manner. The two met at a party after heartbroken Aino had just broken up with her boyfriend. Caroline instantly came to Aino’s rescue, and the two became fast friends. “I met you and we fell in love!” proclaims Caroline. The bond was undeniable, and the pair began writing and performing music together. “It’s so natural,” Aino says of the songwriting process with Caroline. After signing to TEN Music Group in 2009, the duo began receiving international attention for their debut single ‘Manners’, that was released through Neon Gold and French Kitsuné Music. The song was then sampled on Chiddy Bang’s single, ‘Mind Your Manners’. In addition, Icona Pop’s breakthrough single ‘I Love It’ exploded after being featured on HBO’s smash-hit series Girls. This Is…Icona Pop is the debut dance-pop release from the Swedish duo. Black Cat Records is focused and dedicated on gaining momentum for Icona Pop through well-executed digital marketing campaigns, strong press and radio pushes, brand and non-profit partnerships, and street team marketing. TIMELINE PHASE 1 JULY 27-Oct. Stuttgart, Germany @ Wagenhallen 8-July “All Night” 2nd single video shoot 12-July Submit rough cut of “All Night” music video NOVEMBER 15-July July Review “All Night” edits and resubmit before 4-Nov. 3rd single music video premiere on MTV music video premiere 5-Nov. 3rd music video released to other stations 19-July “All Night” single premiere 6-Nov. Radio Show – KIIS FM 23-July “All Night” single on sale + first press release for 6-Nov. Jimmy Kimmel appearance “This Is…Icona Pop” 7-Nov. Announce “Style All Night” collaboration with H&M 12-Nov. Rolling Stone, SPIN and Out.com phoners AUGUST 14-Nov. Photo Shoot New York, NY – Nylon 1-Aug. Submit final of “All Night” music video to stations 29-Nov. Exclusive vinyl package on-sale at H&M 8-Aug. “All Night” music video premiere on MTV 12-22-Aug. “All Night” music video released on other outlets DECEMBER 2-Dec. Cosmopolitan photo shoot, New York SEPTEMBER 10-Dec. Launch Vita Coco advertising campaign 3-Sept. Vancouver, BC @ Commodore Ballroom 31-Dec. New Year’s Eve Special New York, NY - MTV 6-Sept. Salt Lake City, UT @ The Complex 7-Sept. Denver, CO @ Gothic Theater JANUARY 10-Sept. Minneapolis, MN @ Varsity Theater 17-Jan. Jimmy Fallon appearance 11-Sept. Milwaukee, WI @ Turner Hall Ballroom 20-Jan. Launch spring fashion line into H&M stores 15-Sept. Cleveland, OH @ House of Blues 27-Jan. Launch remix website, 10am EST 20-Sept. New York, NY @ Bowery Ballroom 29-Jan. Up All Night Tour Announcement 22-Sept. Philadelphia, PA @ Theater of the Living Arts 31-Jan. Launch All Night College Tour pre-sale 23-Sept. Radio phoners (Morning time slot 6am-9am & Afternoon 4pm-7:30pm) FEBRUARY 24-Sept. This Is…Icona Pop Album Release 7-Feb. Up All Night Tour tickets on-sale to public 24-Sept. Album press release launch, 8am EST 8-Feb. Saturday Night Live appearance 24-Sept. Radio Show - Z100 Morning Show – 8:00am 11-Feb. Launch additional spring fashion line items into 24-Sept. Album signing/Live performance @ H&M, Times H&M Square – 2:00pm 25-Sept. New York, NY @ Music Hall of Williamsburg MARCH 25-Sept. New York, NY Album Release After Party/DJ Set 11-Mar. Radio phoners – Up All Night Tour markets @ Brooklyn Bowl (Morning time slot 6am-9am & Afternoon 4pm-7:30pm) 17-Mar. Up All Night Tour runs thru 4/10 OCTOBER 17-Mar. Miami, FL @ University of Miami 1-Oct. The Ellen Show appearance 19-Mar. Orlando, FL @ University of Central Florida 1-Oct. H&M brand partnership announcement 19-Mar. After Party @ The Beacham hosted by 106.7 XL 3-Oct. Conan appearance 20-Mar. Tallahassee, FL @ Florida State University 4-Oct. 3rd single video shoot in Los Angeles 21-Mar. Atlanta, GA @ Emory University 8-Oct. Travel Day 22-Mar. Charlotte, NC @ University of North Carolina 9-Oct. Interview – London - The Guardian 22-Mar. After Party @ Suite hosted by KISS 95.1 9-Oct. TV appearance – London - The Graham Norton Show 23-Mar. College Park, MD @ University of Maryland 9-Oct. London, UK @ XOYO 25-Mar. Newark, DE @ University of Delaware 10-Oct. Submit rough cut of 3rd single 26-Mar. New Brunswick, NJ @ Rutgers University 10-Oct. Interview, Paris, Crash Magazine 27-Mar. Ithaca, NY @ Cornell University 10-Oct. Paris, France @ Nouveau Casino 28-Mar. Mansfield, CT @ University of Connecticut 11-Oct. Frankfurt, Germany @ Batschkapp 30-Mar. Lowell, MA @ University of Massachusetts 12-Oct. Cologne, Germany @ Bürgerhaus Stollwerck 31-Mar. Burlington, VT @ University of Vermont 13-Oct. 3rd single on sale 14-Oct. Review 3rd single edits and submit before music PHASE 2 video premiere 14-Oct. Amsterdam, Netherlands @ Bitterzoet APRIL 15-Oct. Launch H&M website layout 1-Apr. University Park, PA @ Pennsylvania State University 15-Oct. 3rd single released on iTunes 1-Apr. After Party @ Levels Nightclub hosted by Q102 15-Oct. Interviews – Germany - MondoSonoro & OOR 3-Apr. Columbus, OH @ Ohio State University 16-Oct. Cosmo, Germany, interview/photoshoot 5-Apr. Ann Arbor, MI @ University of Michigan 17-Oct. Munich, Germany @ Muffahalle 5-Apr. After Party @ LIVE hosted by 17-Oct. 3rd Single Impact Date 6-Apr. Bloomington, IN @ Indiana University 18-Oct. Hamburg, Germany @ Docks 7-Apr. Champaign, IL @ University of Illinois 22-Oct. Milan, Italy @ Alcatraz 7-Apr. After Party @ Soma hosted by 103.5 Kiss FM 23-Oct. Zurich, Switzerland @ Harterei 9-Apr. Madison, WI @ University of Wisconsin 24-Oct. Submit final of 3rd single music video to stations 10-Apr. Minneapolis, MN @ University of Minnesota 25-Oct. Vienna, Austria @ Flex Icona Pop Marketing Budget Black Cat Records 7/13-4/14 Marketing Costs Q4 '13 Q1 '14 Q2 '14 Q3'14 TOTAL Sales 0 0 0 0 0 Co-op Advertising 0 Merchandise 5 0 5 0 10 Merchandise 5 5 10 Advertising 55 20 0 0 75 Physical Advertising 5 5 Internet Advertising 50 20 70 E-Commerce Advertising 0 Radio Advertising 0 Production Costs 0 Marketing 8 5 5 0 18 Lifestyle Marketing 8 5 5 18 Street Marketing 0 Street Team 0 Digital Media 0 Web Development 10 10 Digital Marketing 10 10 5 2 27 Artist Development 85 80 30 10 205 Tour Support 75 75 25 10 185 Tour Marketing 10 5 5 20 Promo Tour 0 Video Production 0 100 0 0 100 Video Production 100 100 Publicity 50 40 0 0 90 TV Appearances 40 40 80 Photo Sessions 10 10 Press Kits 0 Media Training 0 Events 0 Other 0 Radio Promotion 90 0 0 0 90 Top-40 Promotion 40 40 Dance Promotion 40 40 Radio Shows 10 10 Total 243 225 40 10 518 SALES TOP SALES MARKETS 1. New York City 6. Boston 2. Los Angeles 7. Dallas 3. Chicago 8. Detroit 4. Philadelphia 9. Washington DC 5. San Francisco/Oakland/San Jose 10. Houston TARGETED RETAIL OUTLETS MAJOR PHYSICAL RETAILERS 1. Target 4. FYE 2. Walmart 5. Barnes & Noble 3. Best Buy 6. H&M (Exclusive Vinyl Package) DIGITAL RETAILERS 1. iTunes 2. Amazon 3. Beatport STREAMING PLATFORMS 1. Spotify 2. Rdio 3. Daisy (Beats by Dre) (Upon platform launch) 4. Google Play iTUNES PROMOTION In the digital marketplace, we will drive our customers to buy on iTunes. As we drive towards iTunes on the digital side, we will be lobbying the iTunes editor for front page promotion, as well as promotion on the “Pop” and “Dance” genre pages. PHYSICAL PROMOTION Upon the album release, our main focus will be driving customers to Target. Target’s primary demographic are women, and has a “trendy” reputation (in comparison to Walmart), which draws a younger crowd between the ages of 16- 24. This is the perfect retail outlet to facilitate us in reaching Icona Pop’s audience. Target will be given an exclusive version of the album, “This Is...Icona Pop,” which serves as an incentive to market the album in stores across the country. We also believe that, because of the Target exclusive, we will be able to not only get in stores, but also receive better placement in stores (ie end-caps, check-out line), without having to spend funds towards a co-op budget.
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