page 1 Wednesday, August 12, 2009 Sugarland DVD/CD Introduces Fans To Live Show by David M. Ross Sugarland LIVE on the Inside, harvested the rewards of a coordinated marketing plan, good consumer value and quality content this week in the form of outstanding debut sales. According to SoundScan, the Wal-Mart-exclusive DVD/CD $12 package, scanned a total of 75,869 units besting previous DVD set numbers from Taylor Swift (44k) and Josh Groban (58k). THE PLAN "Ultimately what Sugarland wanted to do," says Ken Robold, Exec. VP/GM, UMG Nashville, "was expose a wider fan base to their live cover songs show. The band filmed from acts like a concert at Rupp Arena Kings of Leon, in Lexington, Kentucky Pearl Jam and which became the DVD REM. We thought component (Director: turning the fans onto the band's Shaun Silva). The 10- penchant for covers would further track audio part was enhance the goal." born from the fact that "It was Luke's idea to add these Jennifer and Kristian covers as an audio component packaged have a reputation for with the DVD," says Jason Owen, Sr. Ken Robold playing really cool VP Artist Development/Marketing UMG ©2009, MusicRow Communications, LLC—ALL RIGHTS RESERVED
[email protected] page 2 Wednesday, August 12, 2009 Nashville. Owen was also Executive Producer for the group's ABC TV special MARKETING and headed the marketing initiatives. Marketing for Live on the Inside engaged consumers "It made the package unique. You can't through a variety of media outlets, spearheaded by the really consider it as a new release.