Ariana's massive promo campaign for "My Everything".
Quote:
When singer Ariana Grande appears on the MTV Video Music Awards next Sunday, her performance won't end with the commercial break.
Ms. Grande's new album is being launched with a marketing push that ties together her coming live performance on MTV, her music videos and new ads for Target Corp. and Apple Inc.'s Beats Electronics LLC, according to Charlie Walk, executive vice president of Republic Records.
The day after the awards show, Ms. Grande will release her sophomore album, "My Everything," for Republic Records, a division of Vivendi SA's Universal Music Group. The 21-year-old said in an interview that as soon as MTV asked her to perform on the show, she had a meeting with her creative team about tying together her videos with her performance. "There was no time to waste," Ms. Grande said. "So in the meeting I was like this is what I want to do."
The first of two Beats ads will preview the music video, and will show Ms. Grande, Ms. Minaj and Jessie J preparing themselves for a night out. A second commercial after the music video's release will show the three women in the aftermath of their outing.
Beats has yet to screen the TV spots for the public, but advertising analysts say the campaign is unique in part for the way it extends over several platforms: commercials, music videos and live performance.
Amy Doyle, executive vice president, music and talent programming strategy for MTV, said the coming performance is part of the network's "global plan" to help promote Ms. Grande's music. This weekend, three songs from "My Everything"—"Bang Bang," "Problem" and "Break Free"—were in the top 10 on the iTunes singles charts.
She better come through with all of this promo! I want to see her album sitting pretty near the top even throughout all of the major releases coming this fall. I think she's capable of selling very well this era.
I'm really looking forward to how this era will play out; especially her first week sales. She and her team better play their cards right and not let this album "fall out". It's really now or never for her.
Get that promo girl
