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Digital media to drive Coke Studio music sales

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Digital media to drive Coke Studio music sales

Sony Music Entertainment, who has bagged the second season of MTV Coke Studio, has a unique strategy in place for promotions this year.

The first season witnessed a considerable uptake of products with over 15000 CDs sold over a period of five months and over 10 million downloads. As a part of its marketing strategy this time, 50-60 per cent of the overall spends will be on digital with a massive digital campaign across various platforms such as Nokia OVI, iTunes, etc.

Commenting on the launch of the second season of MTV Coke Studio, Shridhar Subramaniam, President India and Middle East, Sony Music Entertainment India stated, “We are focusing majorly on the digital platform as there is a tremendous demand of CDs and collective items. Digital platform is the best platform for serious music buyers who can download songs from online stores and e-commerce sites.”

The second season will ensure fans get instant access to their favorite Coke Studio@MTV Season 2 songs all over the world through CDs and digital downloads. It will also aim to push albums sales over singles. There would also be host listening sessions and faster accessibility wherein every two weeks episodic CDs will be released. They have also tied up with DoCoMo wherein every week one song will be available free for download for every DoCoMo user.

This season of MTV Coke studio will see each episode having a different composer, showcasing fresh compositions. Each song would be a fresh composition and would be sung by new singers.

“Sony Music will treat the entire project very differently with ‘music discovery’ being the core. We are more used to watching a song owing to the videos and Bollywood songs but this show would be free of such distractions. There won’t be any narratives but just raw content. This season will have over 40 original songs and 200 musicians. Deviating from the concept of having a three-minute song, we are going to have six- to eight-minute songs which will provide room for improvisations. We are keen on discovering fresh new talent through this show,” concluded Subramaniam.

Our typical marketing budget is usually 10 per cent of the topline spend

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