BLOG CLOSED: Go to www.radioandmarketing.com

Can one unknown boyband use the power of the largest commercial radio broadcaster to launch their assult into the pop charts? Can effective cross promotion through all elements of the broadcast platform and medium provide enough exposure to hit the big time? Can a radio station provide a strong enough marketing/advertising package that TV and other promo become 'second rate' to record labels looking to divvy up their marketing spend? We look at new boyband, the Wanted to find out.

This week’s current highest new entry in the Big Top 40 (the UK commercial radio chart based on music download figures provided by iTunes and radio airplay) is new boyband – ‘The Wanted’, with their debut single ‘All Time Low’.

 

In case you’ve not heard of this before (which is probably the case if you don’t listen to a Global radio station).. All Time Low sounds like this..

The Wanted - All Time Low by thewanted

So this week – the OFFICIAL chart, as broadcasted on Radio 1 looks like this:

 

While, its counterpart broadcasted across 140 ILR stations across the UK looks like this …

 

You’ll notice there’s something missing from the official radio one chart, based on the sales, the appearance from The Wanted. In fact The Wanted don’t appear in the official chart at all. Weird you could say?

 

They can’t have got that much airplay only and not sales to put them so high up in the chart could they? I mean, why would a radio station want to support a new band- I mean, its not going to bring in audiences who just ‘love the hits’ or revenues is it … Oh, think again!

 

The Wanted boys are part of the Talent Management rosta from “Tabors treehouse” under the ‘Global Talent ’ arm, while being on Geffen/Fascination Records – a sublabel from Universal Records.  Let’s look at how of an impact the Global Talent link had to promoting their debut single:

 

So – Global Radio:

• Over 18.5 million listeners across the UK
• Key brands in the portfolio for a target market more likely to buy/download ‘The Wanted’ – Capital and the Hit Music Network ILR (over 3.5m weekly listeners, core audience is 16-34) and The Galaxy UK network - including Choice FM London (3.9m weekly listeners)
• Producers of The Big Top 40 chart

(*Source: RAJAR Q1 2010, Total Global Radio (UK) TSA, All Adults 15+ - via thisisglobal.com)

 

Aside from healthy targeted listening numbers to boost airplay and mentions of the band, lets not forget about the other distribution methods available from Global Radio to amplify The Wanted – events such as The Summertime Ball with 70,000 screaming pop fans, exclusive online content such as live session videos, videos and photos,  Facebook, Twitter, email .etc

 

All content links to buying the single via iTunes – everything links to sales! Everything cross promotes the other brands in the portfolio (“make sure you listen to the Big Top 40”). Could this be a significant way to promote bands and reduce your marketing budget by utilising your own services? Alas, the band headed out on a significant schools tour, radio promotion tour (of other commercial radio stations), TV appearances .etc so maybe its not wasn’t their only tool in the toolbox.

 

Could providing a band/single/album marketing service be another form for radio station revenues – beyond the typical ‘buy our album’ advert? Could this help differentiate commercial radio to its BBC rivals – adding real value and music credibility to its listeners? This project has had significant cut through – putting an unknown boyband into a high chart position within a matter of months. JLS did it, but they had a little known project called the X Factor behind them!

 

Would be interested to know your thoughts ….