This was the capstone project for Introduction to Marketing and is an example of some of the fundamental knowledge I began to absorb at the beginning of January 2013. For more examples of work like this please refer to www.TriggaRik.com/marketing-consultant/
2. !
•All 6’s and 7’s released
by Strange Music Inc in
2012
• Differentiators include
mainstream artist appeal
and underground loyalty
• Features included in
this product resonate
with high energy music
with heavy lyrical content
3. Target Market and Segment
Geographic
Tech N9ne has been building a steady growing fan base through constant grinding in the tour circuits in the continental U.S. as well as
abroad throughout Europe, The Middle East, and Australia.
Demographic
Rap/Rock enthusiasts ages 23-43 have typically swarmed to the Kansas City rapper, generally grossing $20k-$40k annually.
Psychographic
Tech N9ne’s fans enjoy his music due to heavy lyrical content found within songs, as well as his constant recognition of those who listen to
his music. They also typically enjoy a broad range of music.
Usage Rate
All 6’s and 7’s is the first attempt by Tech N9ne and Strange Music Inc to make noteworthy statement of the organization’s current talent
level and relevancy utilizing features from well known acts from throughout the world. This would constitute a heavy, and potential first time
customer usage rate.
Benefits Sought
This album provides a link for long time fans of Strange Music to interact with other HipHop circles. It also introduced many new fans to the
longstanding fan driven economy adopted by Strange Music over a decade ago.
4. Price
All 6’s and 7’s sold within the range of $12-$18 depending on the physical package purchased and $1.99
through digital download per track through the online market.
These prices appealed to a broad range of consumers. The extra content included with certain packages for die
hard fans, and the cheap prices for singles with features, equally appealed to a well balanced market.
Four separate packages were made available to fans including a Pre-Order special, a Best Buy Deluxe Edition, an
iTunes Deluxe Edition, and a FYE Exclusive Edition.
Packages
5. Placement
All 6’s and 7’s was made available through several
different outlets and even had an edited version deal
with Wal-Mart.
Due to an independent distribution deal with Fontana
Distribution, Strange Music was able to privately secure
distribution through Best Buy, FYE, iTunes, and Wal-
Mart.
6. Promotion
Hype was built within the core fan base of Strange
Music where much of their revenue stems from. To
promote the album.
The key advertising tactic used for All 6’s and 7’s was
“All 6’s and 7’s: The Tour” which began May 26, 2011.
All 6’s and 7’s was not released until June 7, 2011,
which included 62 shows throughout the U.S.
7. Advertising
Through online communication to fans, Tech N9ne and
other labels mates did various youtube segments and
online interviews with websites such as HipHopDX.com
8. Media Mix
The marketing mix of this album was mainly utilized
through guerrilla tactics and street team hustle, and
relied heavily on core fans for exposure and main
stream features to draw new potential consumers.
9. Summary
All 6’s and 7’s is arguably one of Strange Music’s most
aggressive and successful albums released to date. It
sold roughly 50,000 units within its first week, and to
date over 210,000 units since June 7, 2011. It also
began the long process of exposing the artist repertoire
currently being amassed by Strange Music. All 6’s and
7’s charted number 4 on the U.S. charts, number 1 on
the U.S. Indie charts, number 1 on the U.S. R&B
charts, number 1 on U.S. Rap charts, and number 24
on the Canadian charts respectively.
10. References
Ashley. (Photographer). (2012). Dream come true. [Print Photo]. Retrieved from http://www.shopaholicmommy.net/2011/09/dream-
come-true.html
HipHopDX. (2011). [Web log message]. Retrieved from http://www.hiphopdx.com/index/search/?
cx=000613828212854000441:2akcqgxqwwc&cof=FORID:11;NB:1&ie=UTF-8&q=all 6's and 7's
StrangeMusic. (Photographer). (2011). All 6's and 7's. [Print Photo]. Retrieved from http://www.strangemusicinc.net/
product_info.php?products_id=8963
StrangeMusic. (2011). [Web log message]. Retrieved from http://blog.therealtechn9ne.com
11. Contact me Today Email: 2trigger.change@gmail.com
PhotobyCharlieBPhotography
Aaron Fredrick Huston