Title: International Record Group Discusses Release Plans Amid Acquisition Uncertainty
Source: Billboard
Date: October 12, 2002
Author: Gordon Masson
Topic: News
While waiting for the details of its acquisition by BMG to be settled, the various affiliates of Zomba's International Record Group have been proceeding with "business as usual," a theme emphasized at the group's recent global marketing conference in London.
Senior execs from Zomba affiliates throughout Europe, Southeast Asia, Australasia, and Latin America attended the Sept. 16 event-the company's first such conference. Among the matters discussed were Zomba's international marketing plans for its slate of major new releases, including debut solo albums by Backstreet Boys' Nick Carter, 'N Sync's Justin Timberlake, and Jennifer Love Hewitt, plus new albums by Aaron Carter (Nick's brother), Robyn, and Groove Armada. The conference also discussed plans for international releases by such successful local artists as Chenoa (Spain), Priscilla (France), and Hayley Aitken (Australia). Zomba says that during the fourth quarter, its global marketing strategy will focus on simultaneous worldwide campaigns for artists like Nick Carter and Timberlake, as well as regional campaigns for new and developing acts timed to coincide with each artist's availability for promotional visits. International Record Group managing director Stuart Watson explains, "It is a totally global approach, but the release dates are staggered so that developing artists can be wherever they are most needed to support their albums. Underpinning all of our international marketing activities is a commitment to offer music buyers exceptional added value in the form of 'gift-with-purchase' incentives, such as bonus DVDs, [Video-CDs], or extra music product."
For example, the initial international version of Nick Carter's solo set, Now or Never (released worldwide Oct. 28), will be packaged with a bonus DVD or (in Asia) a Video-CD, featuring behind-the-scenes video footage and an exclusive interview. The album will also contain different bonus tracks in certain markets. Carter is visiting Belgium, Spain, Sweden, and the U.K. for various TV appearances before going to Korea and Japan Oct. 7-14. He returns to Europe Nov. 8-16. Zomba plans an equally intensive schedule for Timberlake, whose solo album, Justified, is released globally Nov. 4. In addition to promotional activities Oct. 8-18 in Europe, Timberlake's campaign will have a heav emphasis on fashion-oriented media.
Zomba is taking a regional approach to the marketing of Hewitt, Carter, and Robyn's albums. These albums will be released only when the artist is available to visit each region. For example, Hewitt will not be able to make a promotional trip to Europe until first-quarter 2003, but she was in Japan and Australia in September for the launch of a new movie. As a result, her album, BareNaked, will be launched before Christmas in Australia, Japan, and other parts of Southeast Asia, followed by a European release in February 2003, when she visits that region on promo trips.
Aaron Carter's Another Earthquake will also be released before Christmas in the Asia-Pacific region, to coincide with live shows Nov. 5-18 in Japan, the Philippines, Korea, China, and Taiwan. When the album is released in early 2003 in Europe, consumers will initially be offered a limited-edition "two-for-one" set that will see the new album packaged with a bonus copy of Carter's last album, Oh Aaron.
