Soundscreen Design Snapshot Status Update: 063010

General Sales / New Releases • June Sales Overview o June was SSDʼs highest grossing month to date, with the highest recorded month for both WEA and direct wholesale orders including our secondary book distributer. . WEA sales were at their peak level to date, surpassing last monthʼs record high. • Top Sellers - Rock Paper Show, Vinyl is Forever, and 2009 Collection (The National) • SSDʼs first orders from Shockhound/Hot Topic hit in June . Direct wholesale sales were up 429% from the previous month, our highest month to date • Top Sellers - Rock Paper Show, Musician as Designer Tʼs, AMJʼs, Vinyl is Forever (various) o Re-orders from numerous customers across various product lines (Kids Books / AMJʼs) o Incremental international orders from Japan, France, and Canada

• WEA o Strongest month to date, nearly doubling the previous months record high. o Matt Young / Mike Treff completed East Coast Overview of both Soundscreen Merchandise and Soundscreen Design in Burbank o We placed sales on the following: . 2009 Collection – The National • Attempt to dovetail / bundle with their new release, High Violet. . Vinyl is Forever ED 01 – 03 • Discount offered on back stock to prepare for VIF ED 04 arrival

• SSD Webstore . Rock Paper Show orders steady . Multiple sales / bundles running for June o New Products released in June . Musician as Designer T – Jeremy Earl (Woods) . Vinyl is Forever – Edition 04 – Justin Thomas Kay o New Products for July . Musician as Designer T – Nick Zinner () . 2010 Collection Part 1 – Animal Collective / Atlas Sound / Pantha Du Prince / Yeah Yeah Yeahs – pre- orders (officially released in August)

• SSD Direct Wholesale Highlights o New Direct Accounts for May . Dischord Direct (Artist Music Journals) . Brooklyn Label Coop (Artist Music Journals, Musician as Designer Tʼs, Rock Paper Show) . Leviʼs Workshop (Rock Paper Show)

• DAP Distribution o DAP (Distributed Art Publishers) has agreed to distribute both our upcoming book titles: Rock Paper Show / Touchable Sound. . DAP is the largest art book distributor in the world. . Their initial order for Rock Paper Show was for 800 copies. . The book officially released through them in late June. Current Releases (for distribution, no D2C exclusives included) • Vinyl is Forever Edition 03 (out now) o SSD D2C has sold over 220 items to date across all 4 skuʼs o VIF ED 04 is coming in July, letʼs prioritize sales on previous editions to decrease inventory

• Rock Paper Show: Flatstock Volume One (out now) o Total orders to date exceed 1300 units (distribution / D2C / events) o Sold over $6,000 at SXSW, in 2 days o Over $6,000 in orders via D2C o Samples in route to sales leads for use o WEA goals / comparative product overview distributed – 500 units, 75% of those units to indie record retail o Release events in progress – see updated 1sheet for updates . Upcoming events include: San Francisco (July 9), Chicago (July 15-18) o Website launched: www.rockpapershow.com

l-r: hardcover edition, deluxe edition

Upcoming Releases (for distribution, no D2C exclusives included) • Vinyl is Forever – Edition 04 – Justin Thomas Kay o Release date July 27th o Edition 04 features designer / musician Justin Thomas Kay, who also serves as the Creative Director of The Fader magazine. o This edition features 2 color treatments of both crew neck tʼs and pullover hooded sweatshirts, as well as oversized, square bottom tote bags, printed on premium, organic garments from Alternative Apparel. o Our first 2-sided print

• Stack: Cube A (release to be scheduled based on partner meetings) o Priority retail partner meeting exploration: . MoMA . DWR . Restoration Hardware . CB2 o 1sheet overview complete (see below)

• 2010 Collection (initial releases in late-August) o Designers for initial release include: . Rob Carmichael (Animal Collective / Atlas Sound) . Hisham Bharoocha (Yeah Yeah Yeahs / Pantha Du Prince) o Designs will be released in 3 stages, the first stage w/ 4 bands. o THESE ARE NOT GOING TO BE ORGANIC GARMENTS, but will remain limited edition. . Each design will be printed on 2-3 garment types, varying by design. o Example skuʼs from each design (l-r: Animal Collective V, Atlas Sound T, Pantha Du Prince Tank, Yeah Yeah Yeahs T):

• Touchable Sound (scheduled for October 2010 release) o Production Underway . Final copy editing / proofreading under way . 420 pages / 300+ records / 600+ bands / 8 essays o Editorial . All editorial completed and at copy edit stage, including essay contributions from: • Kristin Thompson (Simple Machines) • Mike Amezcua (El Grito Records / Yale University / Trinity University) • Henry Owings (Chunklet / Drug Racer) • ( / Locust) • Sam McPheeters (Vermiform / Born Against) • Tom Hazelmayr (Amphetamine Reptile) • Brian Roettinger & Mark Owens (Hand Held Heart / Life of the Brain / Cal Arts)

SSD Marketing • Site updates and blog updates continue o New product assets uploaded regularly:

current home page vif ed 04 product page product asset main page

• PR o Full publicity campaign for all products underway, with focus on RPS, VIF & AMJʼs. o Coverage includes: . New York Magazine (ReFRAME) . Print Magazine (Rock Paper Show) . Nylon (Rock Paper Show) . XLR8R . Pitchfork . PSFK . Fader Magazine • Contests / Sponsorships o Rock Paper Show Contests include: . Gigposters . Insound . Design Milk . FACT o Vinyl is Forever Contests include: . Fader . Insound . 3-4 T-shirt specific blogs • Monthly Consumer Emails o Summer Sale email deployed 6.24 . Open rate at 34% as of 6.30 . CTR 25.4% as of 6.30

Summer Sale Email Creative