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Polydor, HMV and Mean Fiddler collaborate on album launch

By | Published on Tuesday 16 June 2009

The fact that a collaboration between a record company, a music retailer and a venue with regards an album launch is being described as a “music industry first” perhaps explains why the wider music business is in the mess it is in. I mean, it seems like a pretty obvious three way project to pursue really, doesn’t it?

Anyway, Polydor, HMV and the Mean Fiddler Group are partnering on the launch of the debut album from the buzzy buzzy La Roux at the end of the month. Basically the Polydor-released album will be officially launched with a big gig at the MFG owned London Forum, and fans who pre-order the album via hmv.com will be entered into a draw to win tickets for the show. Simple really. Those who pre-order the album from HMV will also get to download a free remix of forthcoming single ‘Bulletproof’.

The live dimension to this retail offer has happened, of course, because HMV is now co-owner of the Mean Fiddler venue network, through its business partnership with the Mama Group. In fact the venue being used is technically speaking called the HMV Forum, though I can’t help thinking that makes it sound like a pretty dull chat room, so have so far avoided using that name for the Kentish Town venue. The promotion, and therefore the album, will also be promoted via other Mean Fiddler venues, and the Mean Fiddler website.

Mama Group co-chief Dean James added: “This collaboration illustrates the potential and the ‘joined-up’ approach of the MAMA Group/HMV partnership – Mean Fiddler Group. The HMV Forum is a flagship venue and, along with the significant investment we have made there over the past year, we are always keen to explore new ways to provide a better service to our customers and bring new artists into the venue. The ability to simultaneously pre-order the album and win tickets to see La Roux live offers a new dimension to our relationship with audiences, and offers artists the opportunity to showcase their work in the best possible environment”.

And completing this threesome, HMV Head of Music Rudy Osorio, said: “Over the years, we have supported artists and their new releases through every form of promotion imaginable, but this will the first time we have been able to draw on our relationship with Mean Fiddler Group to leverage a live music venue in this way to create a whole new retail template, which, dare I say, is not only multi-channel in character, but has a strong 360 dimension to it”.



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