The Raveonettes: Major Promotion, Independent Support

Challenge

Before The Raveonettes signed to hip independent label, and our client, Vice Records, they released two albums through Columbia Records. Since the band was used to major label budgets, we had to create a marketing strategy to provide the band the same amount of exposure without relying on the major label promotion model.

Solution

For their February 2008 album, Lust Lust Lust, we focused on cementing their status with hip tastemakers through exclusive in-studio sessions at niche sites such as Daytrotter and Black Cab Sessions, while maintaining their exposure in the mainstream world through contests and premieres at high profile portals such as MySpace and Ellegirl.com. Once the promotion cycle for Lust Lust Lust was complete we turned our attention to three new EPs the band had created. We announced the series in September 2008 with a free EP of remixes from Lust Lust Lust and then each month following we made a new EP available for sale. This took us through the end of 2008, at which point we took a break to avoid fan fatigue, and then launched the marketing plan for In and Out of Control. 

For the band’s fifth full length album, out on October 6th, 2009, we used online promotions to increase their interaction with fans and traditional marketing to expand their audience. In June, we let fans in to the recording process by releasing demos on Twitter and creating a microsite to feature live chats from the studio and live streams of the recording process. Again we partnered with high profile sites such as ABC Amplified, AOL Music and Current TV to premiere audio and video. To support physical album sales and their tour, we partnered with Ticketmaster and Barnes & Noble, to offer fans an album preorder when they purchased tickets during a presale. Additionally, we arranged for The Raveonettes’ music to be played and tagged with album announcement in Urban Outfitters and Guitar Center stores around the country.

Result

First off, Lust Lust Lust has already sold more than The Raveonettes final album for Columbia. Aside from making the band’s wallet a little fatter, we helped them break down the barrier between artist and fan. By encouraging the fans to become involved in the recording process for In and Out of Control, we believe they’ve become much more invested in the band and thus more likely to talk about them, buy their music and go to their shows. Finally, through a series of sustained promotions, we kept The Raveonettes relevant to press and fans for a solid year.