Hello again! Another Friday has rolled around, and we're here to unpack the week's top stories.

In this edition we chat with Mick Tarbuk - Country Manager Australia and New Zealand at Believe and breakdown the strategy that landed Cub Sport a #1 record.

Also, this week:

• Laufey's Global Fan Event.

• Universal's Metaverse.

• Olivia Rodrigo’s Hidden Tracks.

• Revamp Your Meetings Now.

FEATURE

The Strategy Behind Cub Sport's ARIA #1 Record

In January this year, Cub Sport announced the release of their fifth studio album - “Jesus at the Gay Bar”.

Released on 7 April, the album landed the #1 position on the ARIA charts and was complemented by an engaging release campaign that instantly caught our attention.

We spoke to the team behind the “Jesus at the Gay Bar” release, and this week we’re excited to share part one of our two-part dive into the campaign, featuring insights from Mick Tarbuk - Country Manager Australia and New Zealand at Believe.

Album Announcement and Pre-Orders

Setting out to keep their fans engaged, Cub Sport, alongside the Believe team, were selective when it came to the album’s release timeline.

Tarbuk explained, “…we were all keen to announce the album in 2023 to keep it relevant and fresh with the fanbase. The first two singles lifted off the album were both scheduled in 2022, we all preferred to announce the album on the third single in January allowing four months of pre-orders which we all felt was long enough.”

Speaking of maintaining engagement, Tarbuk said, “the longer the timeline the harder that becomes.”

An Unconventional Release Date

While many artists steer clear of releasing on public holidays, Cub Sport shared their release on Good Friday.

“Releasing on Good Friday was strategic and decided on very early into the campaign,” Tarbuk explained. “Cub Sport have always pushed the boundaries regarding release dates. We’ve released music on Christmas Eve multiple times with great success, so they’ve never feared a unique release date.”

“They trust their fans to be engaged no matter the date and we were 100% behind the move. The key challenge was securing instore dates on the weekend of Easter, which in the end worked out well, Oh Jean Records in Fitzroy opened specially for Cub Sport on Easter Sunday.”

Driving Sales and Selecting Advertising Channels

Tarbuk identified direct to fan activity as a key driver for the release’s sales numbers. The band released several merch bundles via their web store, and pressed three different coloured vinyl, CDs and cassettes.

Thanks to a significant direct to consumer push via direct to fan marketing, most of the album sales were sourced from Cub Sport’s web store.

“Before any campaign, we deep dive on audiences across all platforms and build strategies to grow numbers. Focus for this campaign was Spotify, YouTube, Meta alongside communication channels like Discord and email databases. Traditional press and outdoor advertising continue to have their place for an act like Cub Sport, we had exceptional partners worldwide servicing the album to key media and we did a run of outdoor advertising in key cities to promote the record” he said.

Release Week Events

“Jesus at the Gay Bar” acted as a follow up to “Like Nirvana” - Cub Sport’s 2020 album. After releasing during the early stages of the Covid-19 pandemic, the team set out with a goal of connecting with fans as much as possible.

To do this, they hosted “Club Nights with Cub Sport”, made in-store appearances across Sydney, Melbourne and Brisbane, and announced Australia-wide tour dates.

Additionally, the release saw the band secure triple j’s feature album, and a homepage takeover on Spotify, alongside the New Music Friday cover on release day.

Tarbuk explained the significance of the band’s club nights, saying, “We really wanted to showcase the album's electronic leaning direction, one idea we had with Here For Good Agency was to hold “Club Nights with Cub Sport”. The intention was to reach out to fans, provide a unique environment to listen to the album in full for the first time.”

“Here For Good Agency did an amazing job hitting the brief, creating a great atmosphere at the event, the room was electric when Cub Sport ran through the album. Such an amazing touch point regarding awareness of the album and the songwriting direction for ‘Jesus At The Gay Bar’. We also did some great numbers regarding pre orders and merch sales on the night.”

Not only did these events allow Cub Sport to build further general awareness and excitement around their release, they also provided an opportunity for the group to showcase their new sonic direction.

“You need as many touchpoints as possible, some activations are more awareness based whilst others are more sales based.” Tarbuk said.

Next Week

Don’t forget to join us next Friday as we continue to unpack the “Jesus at the Gay Bar” release, with further insights from William Tinkler – Editorial, Marketing and Partnerships Manager at Believe Australia and New Zealand.

We’ll be discussing the team’s DSP strategy, including pitching timelines, super-serving platforms, and Cub Sport’s cover of Kylie Minogue’s “Can’t Get You Out Of My Head” for Amazon Originals.

^{Written by Olivia Gliku}

NEWS

The Headlines

Laufey's Global Fan Event

Icelandic-Chinese jazz sensation, Laufey, marked the launch of her second studio album, "Bewitched", with the unique global fan event "A Very Laufey Day".

To promote the release, a dedicated online landing page was established, directing fans, endearingly dubbed "Lauvers", through a series of local activities echoing the album's themes.

Fans were also provided with a printable itinerary, Instagram Filters, CapCut Templates, GIPHY Stickers, and a Laufey Style Guide detailing the day's dress code.

One notable activity had fans penning letters to their younger selves, reminiscent of Laufey's song "Letter To My 13 Year Old Self".

💡Insight - A brilliantly orchestrated global fan event. Pulling off events like this requires a lot of coordination and teamwork across the globe. Hats off to AWAL. Well done! - NL

Universal's Metaverse

Amid the growing interest in virtual platforms, Universal Music Germany has launched 'YOUniverse Berlin', a fresh foray into the metaverse.

This browser-based virtual realm, inspired by Berlin's dynamic landscape, offers fans an immersive experience, from wandering past Berlin landmarks to visiting the Universal office and studio, and exploring a 'Hall of Fame' filled with gold and platinum awards.

Designed as a hub for music aficionados, YOUniverse hosts listening parties, live performances, and exclusive events. The platform boasts features such as custom avatars, blockchain ticketing, and a dedicated radio service.

It has drawn parallels with Weverse, operated by the Korea-based K-pop label HYBE.

💡Insight - A cool concept, but as Darren Hemmings from Motive Unknown highlights in his top-notch newsletter, Universal lacks the artist control and engagement that HYBE nails. I'd also say HYBE is at the heart of the K-pop wave, connecting artists and like-minded fans in a way major labels just can't match. - NL

@rainrecords

Hidden tracks on Guts webstore vinyl! 🤯#vinyl #vinyltok #vinylcollection #vinylrecords #vinylalert #guts #oliviarodrigo #greenscreen

Olivia Rodrigo’s Hidden Tracks

Olivia Rodrigo's much-anticipated second album, 'GUTS', released on September 8, has a delightful secret for vinyl enthusiasts.

Fans were quick to unearth exclusive tracks concealed within the limited-edition vinyl pressings, with each colour variant harbouring a distinct hidden song that follows the album's final track, 'Teenage Dream'.

The red vinyl reveals 'Obsessed', the white edition plays 'Scared of My Guitar', the blue variant introduces 'Stranger', and the purple edition unveils 'Girl I’ve Always Been'.

💡Insight - With some artists churning out truckloads of vinyl variations, there's been a bit of a backlash. Taylor Swift fans, for instance, think they're being "exploited". So, it's refreshing to see some genuine value being added in the mix, rather than just another colour variant. - NL

LEARN

Revamp Your Meetings Now

Ever been in a meeting that felt like it was going in circles? We've all been there.

But fear not! The savvy team at Hubspot has whipped up a nifty guide titled ‘How To Run the Perfect KickOff Meeting’.

"Kickoff meeting?" you ponder aloud.

Oh, just the secret sauce to starting projects on the right foot!

Dive into this read and unravel the magic behind these meetings. They're not just about saying hello; they're about setting the stage, aligning the stars (or stakeholders), and making sure everyone's singing from the same songbook.

You'll discover the perks of these meetings, from crystal-clear communication to a roadmap so streamlined, you'll wonder how you ever did without it.

Hop on over and let Hubspot show you the ropes!

FAST FACTS

Impress Your Boss with This Fast Fact

👉 In the first half of 2023, US recorded music revenues saw a growth of 9.3%. (Link)

Streaming was the primary catalyst for this surge.

In particular, paid subscription services played a pivotal role, raking in $5.5bn — an 11% increase from the previous year.

This uptick can likely be attributed to price hikes from platforms like YouTube Music, Apple Music, and Amazon Music Unlimited.

Interestingly, while Spotify also raised its prices, their adjustments come into effect in the latter half of 2023.

KEY FINDINGS

Our Top Picks This Week

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• Musk: Twitter (X) May Charge Subscription Fees (Link)

• Facebook Officially Supports Fake Profiles (Link)

• Universal Battles Streaming Noise (Link)

• Bluesky Surges After Musk's Paid X Announcement (Link)

• Gen Z's desire to limit screen time leads to resurgence of 'dumb phones' (Link)

ICYMI

Catch Up on Our Recent Stories

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