Hitting  Replay  on  Success

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Let’s  take  a  look  at  Beyoncé’s  successAn  Overview  of  the  Case

BackgroundA  brief  overview  of  Beyoncé’s  2013  

album  release   and  its  success

Celebrity  AnalysisWe’ll  dive   into  Beyoncé’s  as  an  artist  and  what  makes  her  successful

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Social  Media  InfluenceWe’ll  break  down  the  impact  of  social  media  on  the  album  release  and  look  

at  Beyoncé’s  influence.

Less is  More  Dive  into  a  brief  history  of  music  artists  that  have  attempted  a  “less  is  more”  album  release

Hit  ReplayAn  overview   of  Columbia  music  artists  that  could  replicate  Beyoncé’s  album  

release   strategy

SWOT  AnalysisAn  strengths,  weaknesses,  opportunities,  and  threats,  of  implementing  Beyoncé’s  strategy

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Feel  free  to  ask  us  anything at  the  end!Questions

ConclusionA  complete  summary  of  our  findings  

and  future  recommendations

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Unexpected  ReleaseWithout  any  prior  announcement,  

Beyoncé  was  released   on  Dec.  13,  2013

Social  Media  ExclusiveThe  surprise  announcement  was  made  on  Instagram  and  Facebook

No  Traditional   MarketingTeam  Beyoncé  didn’t  use  any  traditional  ramp  up  marketing

No  Pre-­‐ReleaseUntil  the  day  of  the  release,   Team  Beyoncé  didn’t  release  any  singles

Single  DistributionTeam  Beyoncé   released  “Beyoncé”  on  iTunes  avoiding  any  other  music  channels

Bundled   SaleiTunes  distribution  forced  customers  to  purchase  the  entire  album

A look  at  the  album  release  and  its  successReleasing  “Beyoncé”

Background

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A look  at  the  album  release  and  its  success3  Week  “Beyoncé”  Sales

0

200000

400000

600000

800000

1000000

1200000

1400000

12/20/13 12/27/13 1/3/14

Albu

ms  Sold

Weekly  Album  Sales Total  Sales

In the first 3 weeks of the “Beyoncé”

release, the album sold over 1.2 million

copies with617, 000 in the first 3 days

Breaking  Records

1.2  MILLION

Background

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Celebrity  Analysis

Breaking  DownBeyoncé  Stats

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A timeline  of  Beyoncé's  record  shattering  music  releasesTime  Between  Album  Releases

Celebrity  Analysis

2003                2004                2005                2006                2007                2008                2009                2010                2011                2012                2013   2014                2015                2016

Dangerously  in  Love

June  24,  2003B’Day

September  4,  2006

I  Am…Sasha  FierceNovember  15,  2008

4June  24,  2011

BEYONCÉDecember  13,  2013

Average  2  Years  7  Months Between  Album  Releases

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Beyoncé's  record  shattering  album  releasesAlbum  Sales

Celebrity  Analysis

10

6.57.5

3.24

0

2

4

6

8

10

12

DANGEROUSLY  IN  LOVE

B'DAY I  AM…SASHA  FIERCE

4 BEYONCÉ

Album  Sales  (M

illions)

Over Beyoncé's five studio albums, she’s

racked over 31 million album downloads

and total record sales of over 150 million.

Total  Album  Sales

31  MILLION+

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Tracking  Beyoncé's  dominance across  Spotify  listens  Spotify  Listens

Celebrity  Analysis

142

3

12.8  MILLIONGlobal  Dominance

monthly listeners on Spotify with 4.1 million

Spotify followers. Her most popular cities

are London (320k), LA (235k), Mexico City

(195k), and NYC (173k) putting her 40th in

the world.

100  Million  Global  Monthly  Users  (January  2016)

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A  look  at  Beyoncé's  touring  successTours

Celebrity  Analysis

2003                2004                2005                2006                2007                2008                2009                2010                2011                2012                2013   2014                2015                2016

Dangerously  in  Love  Tour

November,  2003

The  Verizon  Ladies  First  TourMarch  -­‐ April,  2004

The  Beyoncé  Experience

April  -­‐ December,  2007

I  Am…  World  TourMarch  2009  -­‐ February,  2010

The  Mrs.  Carter  World  Show  Tour

April  2013  -­‐ March,  2014

$22  Million$880K/Performance

$90  Million$927K/Performance

$119.5  Million$1.1M/Performance

$229.7  Million$1.74M/Performance

On  the  Run  TourJune  – September,   2014

$109.7  Million$5.2M/Performance

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A  look  at  Beyoncé's  touring  successAlbum  Sales  vs.  Performance  Revenue

Celebrity  Analysis

0

1

2

3

4

5

6

0

2

4

6

8

10

12

Sep-­‐02 Jan-­‐04 May-­‐05 Oct-­‐06 Feb-­‐08 Jul-­‐09 Nov-­‐10 Apr-­‐12 Aug-­‐13 Dec-­‐14 May-­‐16

Revenue  Per  Performance  (M

illions  $)Unit  A

lbum

 Sales  (M

illions)

Album  Sales Revenue  per  Performance Linear    (Album  Sales) Linear    (Revenue  per  Performance)

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Women’s  Empowerment

A  common  theme  throughout  

much   of  Beyoncé's  music  is  

women’s  empowerment

In  April,  2008,  Beyoncé  married  

artist  Jay  Z

Beyoncé  had  an  early  start  and  

platform  to  launch    from  with  

Destiny’s  Child

Beyoncé  takes  a  very  personal  

approach  to  social  media  by  sharing  

intimate  moments  with  her  fans

Celebrity  Analysis

Who  is  Beyoncé  and  what  makes  her  successful?Beyoncé  Profile

High  ProfileMarriage

Early  Start

PersonalSocial  Media

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An  overview  of  Beyoncé's  social  media  presenceSocial  Media  Analysis

69  Million   Followers  – Avg.  126k  Follow/Day  – Avg.  759k  likes/post    – 4thMost  Followed

64  Million   Likes  – Avg.  225k  likes/post  – 26  Most  Liked

14  Million  Followers

9  Million  Subscribers

Social  Media  Influence

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Artists  who  have  attempted  a  similar  “no  marketing”  campaignsA  Look  at  Similar  Attempts

Less   is  More

Skrillex:  Recess

48,000  ALBUMS  SOLDin the first week that the album was for sale. Debuting on the

Billboard Top 200 at the #4 spot, the album was released through

an app called “Alien Ride” with a countdown. When the clock hit

zero, every 30 minutes a song would be released.

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Artists  who  have  attempted  a  similar  “no  marketing”  campaignsA  Look  at  Similar  Attempts

Less   is  More

KiD  CuDi:  Satellite  Flight

87,000  ALBUMS  SOLDin the first week that the album was for sale. With only a few hours

notice, he tweeted out “Time to make the world stand still.” The

album debuted on the BillboardTop 200 at the #4 spot.

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Artists  who  have  attempted  a  similar  “no  marketing”  campaignsA  Look  at  Similar  Attempts

Less   is  More

Drake:  If  You’re  Reading  This  It’s  Too  Late

495,000  ALBUMS  SOLDin the first 3 days after it was released. The album debuted on the

Billboard Top 200 at the number one position. Without any pre

release marketing or announcement, the album featured

collaborations with: PARTYNEXTDOOR, Lil Wayne and Travi$ Scott.

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Relatability

Length  of  Time  

Between  Albums

Spotify  MarketShare

The  artist  should  have  a  

relatable  message  and  theme  

throughout  their  music  career

The  artist  should  have  at  least  

one  active  social  media  

channel  greater  than  or  equal  

to  their  monthly  Spotify  

listeners

The  artist  should  have  at  least  

2-­‐3  years  between  the  most  

recent  album  release

The  artist  should  have  at  least  

5%  monthly  market  share  of  

all  Spotify  listeners

Hit  Replay

What  it  takes  to  pull  of  a  zero-­‐marketing campaign  album  releaseThe  Necessary  Factors

Active  SocialMedia  Presence

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Long  Time  Between  ReleasesThe  average  time  between  Adele’s  album  

releases  is  3  years  and  332  days

18.2%  Spotify  Market  ShareAdele  dominates  the  Spotify  streaming  space.  With  

18.2  million  monthly  listeners,  she’s  21st in  the  world

“Love  Your  Self”Adele  has  an  inspiring  and  consistent  message  

around  loving  yourself  and  just  being  you

Active  Facebook  AccountAdele’s  Facebook  serves  as  her  marketing  

platform  to  her  fans  and  has  65  million  likes

Hit  Replay

A  quick  look  at  which  artists  can  release  an  album  withoutmarketingArtists  Who  Can  Pull  it  Off

Adele

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Long  Time  Between  ReleasesThe  average  time  between  John  Legend’s  

album  releases  is  2  years  and  327  days

7%  Spotify  Market  ShareJohn  Legend  dominates  the  Spotify  streaming  space.  

With  7  million  monthly  listeners,  he’s  101st in  the  world

Love  &  RelationshipsJohn  Legend  has  a  consistent  message  around  love  

and  the  challenges  that  relationships  can  have  

Active  Facebook  AccountJohn  Legend’s  Facebook  serves  as  his  marketing  

platform  to  his  fans  and  has  8.8  million  likes

Hit  Replay

A  quick  look  at  which  artists  can  release  an  album  withoutmarketingArtists  Who  Can  Pull  it  Off

John  Legend

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• Great  organic  marketing  which  translates  into  PR.

• Buzz  marketing  boosts  record  sales  in  a  down  market.

• Less  time  wasted  in  marketing  album  to  the  public.

• Customer  point  of  purchase  decisions  shortened

Strengths• Forces customer to trust the artist

• Less uncertain salesprojections

• Perceived copying of Beyoncé's strategy

Weaknesses

• Strategy  is  easily  modifiable.

• Single  channel  distribution  can  boost  album  sales.

• Easily  replicated  across  various  media  platforms

Opportunities• Unexpected  artists  can  release  an  album  and  take  

away  market  share  with  an  earlier  release  date.

• Strategy  can  become  saturated  by  other  artists.

Threats

SWOT   Analysis

A  critical  overview  and  analysis  of  this  marketing  strategy“No  Marketing”  Analysis

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Conclusion

A  last  overview  of  what  it  takes  to  successfully pull  off  a  “no-­‐marketing”  campaignHow  to  Successfully  Repeat

LIMITED  TO  ARTISTS 5%  SPOTIFY  MARKET ACTIVE  SOCIAL  MEDIA

2-­‐3  YEARS  SINCE  LAST  RELEASERELATABLE  MESSAGERISKS  INVOLVED

Only artists and not products can

successfully complete the “no-­‐

marketing” marketing campaign.

With a 100 million global monthly

users, an artist needs to have at

least 5% of themonthly listeners

The artist should have at least one

active social media account that at

least equals their Spotify listeners

An  artist  needs  to  have  at  least  2-­‐3  

years  since  the  least  album  release  

to  keep  fans  wanting  a  new  album.

The artist should have a clear and

relatable message that speaks to

the fans and the entireaudience

There are a number of risks

involved in this strategy. These all

need to be taken into account

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We’re  at  the  end!  Feel  free  to  ask  us  anything!Questions

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