INSIGHT
Nobody's buying albums.
All over the world, more and more people are getting their music digitally.
And more and more, they're getting it for free.
This is especially true of new releases by top artists. Somebody leaks a hotly awaited track on the Web and within minutes, it's been passed around, sampled and remixed, and nobody spent a dime.
If you're the artist, nobody gets a dime, either.
Kaizers Orchestra is one Norway's top artists, and they were getting ready to release a new single as an
introduction to the upcoming album. This time, though, they wouldn't give anybody a chance to steal it.
They'd launch a record without even recording it.
STRATEGY
Fans hunger for new material, which is great for bands, but they're less keen on paying for it, which is not great for bands.
Fans will turn out in droves to see their bands live, so the best chance at making money is ticket sales.
Because while album sales are going down, people are attending more and more concerts.
Kaizers Orchestra decided they'd rather win fans in the long term rather than sell a record in the short term.
The new release would be released, but not as a CD or an mp3, and not on vinyl.
It'd be released on paper.
EXECUTION
On posters, through torrent sites, and via music and fan forums we released the sheet music first, one month before the song's release.
There was only one way to hear the new Kaizers Orchestra single.
You'd have to play it yourself.
We challenged Norway: Can YOU cover Kaizers Orchestra´s next single, «Hjerteknuser», before you´ve even heard it?!
We collaborated with the largest music schools in Norway, where we faxed the notesheet to be copied and distributed among students.
We engaged national radio broadcaster NRK's youth channel, P3, and encouraged people to upload their versions to P3´s popular website.
Soon, fans started posting their covers of «Hjerteknuser», ranging across all different genres. Even a German version appeared!
The word spread, and Kaizers Orchestra and their challenge soon became the hot topic of bloggers, Twitterers, Fans and the press. The challenge even got coverage on national TV.
November 21st, the contest winner was announced live on P3.
Finally, it was time to release the original Kaizers Orchestra «Hjerteknuser».
RESULTS
Instantly, the original and the three best cover versions all got heavy radio rotation.
During the challenge, Kaizer Orchestra's Facebook fanbase increased by 100%. Gathering one of the biggest fanbases in social media for norwegian artists.
Our mediaspending of only 800 euros, created more than 500 000 actions in social media and created media coverage worth more than 1 million euros.
As a result from over 500 000 actions in social media and media coverage worth more than 1 Million Euro.
Kaizers Orchestra´s concert at one of Norway´s largest venues sold out without advertising. Which is equivalent to a sold out Wembley in England!
Within 48 hours of the launch, «Hjerteknuser» had reached #2 on the Norwegian iTunes «top 10» chart, making it Kaizers Orchestra's fastest selling single on iTunes ever and has now sold to platina.
The album "Violeta, Violeta" reached the no.1 spot in norwegian charts In the first week of its release.
LINKS
The original version of the song
