Chapter 868 Creating a Sensation
Boom! Boom boom boom!
Shock, impact, astonishment, amazement, a comprehensive blowout, sweeping thousands of troops.
Not long ago, the entire North American continent was still bustling with discussions:
Where is Anson? Anson disappeared again!
As the hottest and most talked-about superstar in Hollywood, Anson disappears from public view every now and then. This is not the first or second time. It is simply unbelievable.
On the one hand, people were amazed, how did Anson do it? He disappeared from the sight of the media and paparazzi again and again without disturbing anyone. He was clearly living under the spotlight, but he was always able to quietly subvert conventional ideas, disappear, and then bring surprises.
On the other hand, people are speculating that Anson is brewing something big this time, especially Anson's diving last summer, which finally led to the movie "Elephant", and now this movie has turned out to be a surprise. Entering the main competition of the Cannes Film Festival, people have to guess what big move Anson is preparing this time?
There was a lot of discussion.
And I can’t stop.
As time goes by, Anson's whereabouts seem to have always been a secret, which has also led to the topic of discussion continuing and all kinds of speculations flying everywhere.
Then, the answer is revealed.
Anson appeared, not in North America, but in Paris.
It’s Paris again!
But this time, Anson did not go to Paris to attend Fashion Week, nor did he arrive in France early to prepare for a blockbuster appearance at the Cannes Film Festival; instead, he once again broke people’s suspicions in an unexpected way——
band.
There is no doubt that this is something that people did not expect at all. They racked their brains and failed to follow Anson's footsteps, and were led by the nose again.
Whether it is a band performing on the street and creating a sensation in Paris, or the band embarking on a tour across the European continent, all kinds of topics will defy speculation.
However!
These are not the point.
If that were all, the development of the topic in North America would be similar to that in Europe, which would not highlight Anson’s unique influence in the North American continent.
Here, there are two keys.
First, the "Tonight Show" band re-entered the public eye.
Second, the name of this band is August 31st.
The two keys collided and detonated energy on the North American continent, evolving into a storm on this land with lightning speed.
reason?
In fact, behind the explosion of topics, there is a third key hidden, and this key requires moving the time back a few months, to October last year.
The album "Midsummer Midnight" was recorded as early as last summer. Although Warner Records spent some time on post-production, even if it took more time, it would not be officially released until March this year. ——
The whole cycle is slightly outrageous.
In fact, Warner Records has been making plans and has already started.
From the time the band made their debut on "The Tonight Show", Warner Records knew clearly that this band was not taking the usual path, which was the root cause of many doubts and considerations during the signing process.
Naturally, Warner Records could not carry out publicity in the usual way. They relied on the name of "Anson Wood" and expected that the general public would be willing to buy the band easily, and they would be able to make big gains easily without spending any effort. Success – This is unrealistic.
Anson’s name can only be the icing on the cake; the real marketing strategy still needs to focus on the band and music, and be close to reality.
So, Warner Records started acting early.
Generally speaking, when a singer releases a new album, he may release one single or even two singles in advance to warm up the album and hit the charts in advance. Through this kind of publicity, the album's attention will be increased and the market will be awakened.
This kind of promotion method is very common in the North American music market. It is precisely because of this that Billboard's singles chart and album chart should be regarded as two completely different lists.
This time, the same is true for the August 31 band.
On October 18th, Friday, Warner Records quietly released the first single from the album "Midsummer Midnight":
"Ho Hey".
After careful consideration, Warner Records did not select "Wake Me Up" and "Heroes" that had already caused a sensation on the "Tonight Show" because these works were completely tied to Anson; the current promotion strategy is completely centered around the band and music, Use word of mouth to open up the market.
So, "Ho Hey" was officially released and began its journey to climb the charts.
A name like "August 31st Band" is unfamiliar to everyone. Naturally, people think that this is a new band, or that it has emerged after a long journey. Independent bands, anyway, a group of such emerging bands will appear every now and then -
Not one, but a group.
At least, during the period at the turn of the millennium, the music market was still prosperous, and countless outstanding musicians continued to emerge.
Because of the unfamiliarity and freshness, the market did not attract too much attention, and Warner Records did not devote all its resources to publicity. Instead, it slowly and step by step put into radio broadcasts, maintaining a steady pace. Compared with publicity resources, Speaking of which, I still hope to let music speak.
It turns out that music does make its own sound -
In its first week, "Ho Hey" quietly landed at No. 97 on the Billboard singles chart , causing some attention, but just a small ripple.
Billboard, the most authoritative and popular music list in North America, lists the top 100 singles and the top 200 albums. In addition, there are separate lists for various styles and types of music. ; But there is no doubt that the comprehensive index of the singles chart and the album chart is an important indicator of the music industry.
To put it simply, just equate the Billboard and North American weekend box office rankings, because this list is a ranking that comprehensively considers market popularity, including sales, radio on-demand rates, dramas or mall playbacks times, etc., comprehensively presenting the market popularity of music and a commercial list.
If you want to know the most popular music in North America right now, just listen to the Billboard singles chart in turn.
Because of this, when a song can be ranked among the singles charts, it means that the song has exposure and is slowly waiting to be discovered.
"Ho Hey", this is how he was discovered.
Although Warner Records did not publicize its full distribution, the radio playback rate and Internet discussion popularity of "Ho Hey" have quietly increased.
This process is a little slow, not an instantaneous eruption like a volcanic eruption; but it is more steady and solid, allowing more and more people to hear this song.
What's even more valuable is that because it didn't unfold in a sudden burst and restored the most essential, simple and unsophisticated appeal of independent music, the audience didn't get tired of this song quickly, and they didn't discover the relationship between the band and Anson at all. Contact, this also caused "Ho Hey" to rise all the way up the rankings on the Billboard singles chart.
Since entering the list, the ranking has climbed steadily every week and has never fallen down. This is also a rare sight -
Good music can indeed speak for itself.
(End of this chapter)