[Article] Smashing Coldplay strategy kept new EMI from being DOA

[busybeeburns]

Five million reasons to smile: Jonny Buckland, Chris Martin

 

With EMI losing Paul McCartney, Radiohead and The Rolling Stones in quick succession, and with other acts on the label, such as Robbie Williams, threatening to go on strike, it wasn't looking good for the famous imprint earlier this year.

 

Throw in the fact that EMI has been hoovered up by a private equity firm, and that a lot of the "music" people at the label had either jumped or been pushed, and there was speculation about its continuing existence.

 

Terra Firma (the new owner of EMI) had its first real test with the release of Coldplay's Viva La Vida album two months ago. McCartney had left the label because he was dissatisfied with how it had marketed his last few albums. Williams was openly questioning if the downsized label could still "work" an album. Terra Firma's other big signing, Sigur Rós, were looking on from the sidelines.

 

Could Terra Firma hack it in the music world? A lot would depend on how Viva La Vida was handled and how it performed. Launching a full price album into a market where the very concept of paying for music has become so debased was always going to be difficult. But, through a series of clever initiatives, the campaign behind Viva La Vida is now being hailed as one of the most successful of the last decade, and it will likely to pick up every PR/marketing/advertising award going at the end of the year.

 

Coldplay's last album, XY, shifted 10 million units. In a little over two months, Viva La Vida has shifted five million. This for an album which most agree is not as radio-friendly as XY.

 

The first thing the band did was to meet the free music movement halfway. Violet Hill, the first single, was given away as a free download - the first time a major band have released new material in this way. It was downloaded two million times over seven days before going on sale. The song was already a top 10 hit before it was even heard on radio.

 

Coldplay then played three major free gigs in New York, London and Barcelona. Bands that do this normally cover their expenses by wallpapering the venue with advertising. But Coldplay didn't allow any branding - they under- wrote the cost of the concerts themselves. In effect, they paid to play.

 

A free song, free concerts: Coldplay were embracing the changes. But their most remarkable coup was getting iTunes to promote Viva La Vida for them. Knowing that, U2 aside, this was the biggest music release of the year and with the band being a perfect demographic fit for iTunes consumers, the company featured Coldplay and the album on an iTunes commercial that was broadcast in the US during ad breaks of the massively popular American Idol.

 

The ad was later shown all around the world and prompted consumers to visit iTunes to pre- order the album. Net result? Viva La Vida has become the most pre- ordered album in iTunes history. And all of this in just over two months. Most countries are now reporting that the figures for Viva La Vida have exceeded the total sales of XY.

 

The two biggest changes in the music industry over the past few years have been the advance of iTunes as the world's biggest music provider, and the amount of music which is now given away free as a loss- leader. Coldplay engaged with both in their campaign and are now reaping the dividends.

 

Meanwhile, Robbie Williams is shaping up to release his first new album in years, Paul McCartney is looking again at his recording contract with a coffee shop, and Radiohead have said they will never release another free album. Viva La Vida has a significance that far outweighs the songs on it.

 

http://www.irishtimes.com/newspaper/theticket/2008/0822/1219270085179.html

[Chris's Nuts]

Nice article, thanks!

[coldplayfaith]

Very interesting, but all that marketing manoeuvering is way too much for my simple mind. :confused: I hope the boys of CP didn't have to think about this, its enough that they have to figure out how to be the best band in the world! :smug: :smug: :smug: :smug:

[Dejan]

damn 5 millions copies

[Malcolm-Edge]

IT is actually the biggest release of the year! Most major awards cut off(i.e. Grammy's) are Sept 30th.

 

No Line On The Horizon - U2 isnt out till Thanksgiving (Nov 18th). Coldplay really saved their asses. As Bono says "You got two crap albums, two then you're out" Coldplay had 1. With the last few months they have now entered a tier where U2 was in the 80s....super stardom. If they can surpass this one more time or two...they will be indeed beside those like: The Beatles, Stones, U2, Neil Young...and so many more great legends.

 

Coldplay have no intentions of leaving EMI. They are the favourites there, and get the best treatment, it'd be like a spoiled rich kid moving out on his own dime. (not saying the biys are spoiled)

[Chris's Nuts]

As long as they are allowed freedom and enough hands-off they shouldn't feel that they have to leave. But its also a different ball game then before and many bands feel that they can do it on their own as well as realizing that EMI is no longer ran by music fans. It'll be interesting to see what happens next.

[majgirl]

IT is actually the biggest release of the year! Most major awards cut off(i.e. Grammy's) are Sept 30th.

 

No Line On The Horizon - U2 isnt out till Thanksgiving (Nov 18th). Coldplay really saved their asses. As Bono says "You got two crap albums, two then you're out" Coldplay had 1. With the last few months they have now entered a tier where U2 was in the 80s....super stardom. If they can surpass this one more time or two...they will be indeed beside those like: The Beatles, Stones, U2, Neil Young...and so many more great legends.

 

Coldplay have no intentions of leaving EMI. They are the favourites there, and get the best treatment, it'd be like a spoiled rich kid moving out on his own dime. (not saying the biys are spoiled)

 

I disagree I don't think X & Y was a crap album at all. Quite the contrary. I loved it.

 

I agree about their not leaving EMI though. As long as their moving records, and generally happy with the promotion I see no reason they would take the harder road. I know a few bands who ditched a major in favor of striking out on their own and its an uphill battle all the way. The perks of a major seem to out weigh the negatives for them right now. I'm sure if that ever changes the band will be out the door, but I don't see that happening any time soon.

[gwen005]

Coldplay are an alternative rock band formed in London, England on 16 January 1998. The group comprises vocalist/pianist/guitarist Chris Martin, lead guitarist Jonny Buckland, bassist Guy Berryman, drummer/multi-instrumentalist Will Champion and - according to the band[3] - Phil Harvey. Coldplay have sold 35 million albums,[4] and are also known for their hit singles, such as "Yellow", "The Scientist", "Speed of Sound", "Fix You", "Viva la Vida" and the Grammy Award-winning "Clocks".

 

Coldplay achieved worldwide fame with the release of their single "Yellow", followed by their debut album, Parachutes (2000), which was nominated for the Mercury Prize. Its follow-up, A Rush of Blood to the Head (2002) won multiple awards such as NME's Album of the Year and was later included on Rolling Stone magazine's 500 Greatest Albums of All Time list, ranking at #473. Their next release, X&Y (2005), received a slightly less enthusiastic yet still generally positive reception. The band's fourth studio album, Viva la Vida or Death and All His Friends (2008), was produced by Brian Eno and released again to largely favourable reviews. All of Coldplay's albums have enjoyed great commercial success.[5][6]

 

Coldplay's early material was compared to acts such as Jeff Buckley, U2, and Travis.[7] Since the release of Parachutes, Coldplay have drawn influence from other sources, including Echo and the Bunnymen,[8] Kate Bush and George Harrison[9] on A Rush of Blood to the Head, Johnny Cash and Kraftwerk for X&Y and Blur,[10] Arcade Fire and My Bloody Valentine on Viva la Vida.[11] Coldplay have been an active supporter of various social and political causes, such as Oxfam's Make Trade Fair campaign and Amnesty International. The group have also performed at various charity projects such as Band Aid 20, Live 8, and the Teenage Cancer Trust.[

 

 

Background informationa

Origin London, England

Genre(s) Alternative rock, piano rock[1][2]

 

Years active 1998–present

Label(s) Parlophone

Capitol

EMI

Website coldplay.com

Members

Chris Martin

Jonny Buckland

Guy Berryman

Will Champion

 

 

Related Stories:

• Coldplay Already Planning Viva La Vida Follow-Up For 2009?

 

• Coldplay Debut Hype Williams, Anton Corbijn Viva La Vida Videos

 

• Pemberton Day 3: Coldplay Joke Their Way Through Headlining Set

 

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Gwen

[Lauve]

^ where did you get this from Gwen005 ?

[Open-Politik]

^ I think here

http://en.wikipedia.org/wiki/Coldplay#Viva_la_Vida_or_Death_and_All_His_Friends_.282006.E2.80.932008.29