LGBT Market - Sony Music
Sony Music
Over several years we launched a series of gay-themed compilation
music CDs.
Our work involved media liaison (with gay and mainstream media),
we developed advertising strategy and Media Plans, contacted key
gay opinion-leaders and 'VIPs', arranged key photographers to
maximise media coverage, assisted with product development
strategies (including track selections), follow-through after
launch to maximise outcomes, and ongoing strategy for Sony on how
best to work in this market.
With our first project for this company the CD we launched for
them ("Party Anthems") went to the top of the music chart where it
retained the number 1 position for 6 weeks.
Following the success of our first work for Sony in 1995 we were
retained by the company to develop new products and assist
generally with their gay marketing strategy.