The album was delivered with enough time to have all configurations available day and date while giving the editorial marketplace time to live with the album and develop meaningful rollout strategies. The Virgin Music team went deep into planning mode six months before the release, strategizing every element of the commercial landscape, including activations across streaming, physical retail, direct-to-consumer and music video.
Our job is to find ways to connect, collect and convert the fans at every possible touchpoint of the rollout. NF is an artist unto his own, commanding an audience across all formats, creating a deeper level of fan connection through high-touch moments while letting his art lead the conversation. What key decisions did you make to help make this happen? 2 on the Billboard 200, moving 123,000 equivalent album units in its first week. This week, NF’s new album HOPE debuted at No.
“We are globally connected and coordinated with the thoughtful strategy behind every move we make while always asking ourselves what’s right for the artist, the project and the label.” “People traditionally think of ‘distribution’ or ‘label services’ as one step removed from the process, but at Virgin Music Group, we look at ourselves as partners in this space and are entirely in the game of breaking artists, driving hits and label development,” James says. Here, James breaks down all the elements of the rollout campaign that landed NF his fourth-straight top three album, including the sales and streaming strategies that helped push the project over the top. And that work helps Virgin Music senior vp of commercial marketing Cindy James earn the title of Billboard’s Executive of the Week. It’s the result of six months of work by his label and distribution partner, Virgin Music, which included multiple variant releases, signed CDs, a nationwide in-person indie retail campaign and dedicated work with the DSP partners ahead of the album’s release. Brazilian Artist Thiaguinho Signs Record Deal With Virgin Music
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