SkyDog - The Duane Allman Retrospective

On March 5th Concord Music Group/Rounder Records released a limited edition and numbered (10,000 units) of the Duane Allman 7 CD retrospective collection, SkyDog. It sold out in one week.

 

 

(Please read today’s FREE Golden Nugget marketing idea at the end of this post !!!..)

We love collaborating with CMG; from the McCartney RAM project, McCartney Wings Over America to this Duane Allman collection, CMG is giving fans and collectors great value.

There were 3 classic rock box sets released during March. I want to review some retail prices with you for sales comparison:

• Eagles (Elektra/Asylum):  6 CDs on Amazon for $28.00
• Stills (Rhino):                      4 CDs on Amazon for $44.00
• Allman (CMG/Rounder):  7 CDs on Amazon for $117.00 (retail $140.00)

Based simply on a cost-per-disk, the elaborate limited edition commanded a significantly higher retail price point. 

(btw the Amazon resellers are currently asking $250 up to $1,400 for this new Allman set).

On to the specifics about this package. As you review the CMG unboxing video below, you’ll see the various elements that were added to enhance the package.

 

The package starts by opening the shrink wrap with an “onsert” explaining the contents.

• Outer box is litho printed and turned edge construction including a scuff free film lamination
• Lined with gold crushed velvet that simulates the inside of a guitar case.
• A 72 page + cover perfect bound book (PUR glue binding btw!).
• Sky Dog sticker printed on vinyl using UV inks (suitable for car bumpers).
• Fender medium pick. I guess CMG felt a metal slide would be a bit over the top.
• There are two “pull” ribbons that help release the 7 CDs.
• The individual CD sleeves were designed to look like guitar string packaging and they do. 7 different colors (via 4CP) on a translucent vellum.

 

The booklet, sticker and onsert were printed domestically; the outer box and sleeves were produced at our overseas factory.  All the components were delivered to Terra Haute (Sony) for final inserting and fulfillment.

Unboxing video KEY: CMG posted both the Duane Allman and the Wings Over America unboxing videos on YouTube with so much detail, the videos did the selling. Essentially the label took the selling responsibility AWAY from the retailers. The consumer doesn’t have to ask any questions, all the details are already front and center, ready for a simple “buy it” transaction. That’s pretty powerful.

 

http://y2u.be/EtSpjEsXnHs

PS: Concord Music Group has their own promotional YouTube channel and is using it to effectively market music packages. 11,000 Allman views in a week.....are you using YouTube effectively to market your new release? 

I have a short list of 12 YouTube marketing ideas. (yep free!) Email me for a copy.