Musik International's specialty is special projects; that is, those marketing and promotional activities that fall outside the normal parameters of tracking radio adds, stimulating in-store play or garnering print music reviews, for example. A special project can be any activity that has a direct influence on the perception and/or sales of a compact disc, audiotape, book or sideline as well as the career of its creator.
Securing celebrity endorsements - including one from U.S. Vice President Al Gore - for the launch of New Earth Records' eco-friendly music titles is one of the many different kinds of special projects with which Musik International has been entrusted. Helping to publicize the inaugral Sri Chinmoy Peace Run '88 is another; this event featured a marathon as well as performances by Clarence Clemmons of Bruce Springsteen's E Street Band and other musicians.
A few of our more challenging projects have included introducing major label Elektra Records' imprint EastWest/World to the U.S. through recordings featuring Deep Forest founder Dan Laksman doing worldbeat/jazz, Chinese singer Dadawa singing Tibetan music, and Jon Anderson of YES sharing Spanish-English vocals on a WEA Latina recording. Handling such corporate public relations in tandem with the launch of three major titles requires special handling, and Musik International delivered.
Musik International is unique in that it is set-up to provide all or part of the functions of an independent record company without being a label. However, we have acted as the US office for two German record companies - Inner Worlds Music and New Earth Records - in the States, performing all functions normally associated with being a label for a period of three and one years, respectively. That included graphic design and writing services, out-sourcing manufacturing facilities, securing distribution channels, designing and implementing marketing and promotional activities, as well as maintaining a consistently high level of inter-office communication between the foreign label client and domestic in-house staff. Once these company's product lines were well established in the North American market, the two labels were able to set up their own US offices and take over normal label operations, using Musik International's staff for support services.
Sometimes a special project will have an even broader scope. For example, we had to single-handedly create a market for the ethnic folk music of Taiwan's Wind Records at a time when most mainstream chain store buyers were unfamiliar with Chinese music. Musik International had to teach them about the genre's core audience as well as its crossover potential, select which of the company's vast back catalog would be launched as debut North American titles, secure distribution and promote those titles to media, radio and retail. In many instances, this meant teaching people about the history of China, the inter-relationship between Chinese music and medicine, Asian population distribution in urban areas, and more. Wind Records/US has continued to grow and prosper over the last seven years as a result of this intensive label launch.
Musik International's special projects can also have a more highly defined and narrowly targeted approach, such as in late 2000 when we helped Oginali Productions put together a well-written industry introduction accompanied by three of its current catalog CDs. In keeping with Native American tradition, the materials were bundled into a sacred red cloth, tied with deer leather cord and enhanced with a bird feather (birds being carriers of messages to the divine, per most indigenous spiritual beliefs). These beautiful presentations were sent to the Board of Directors and key voting members of the Native American Music Association, as a way of introducing Oginali Productions recordings and as a subtle reminder that the company had an album nominated that year for a prestigious Nammy Award. By wording the letter carefully, this project was handled gracefully and effectively, falling well within the guidelines of award promotion and doing so with utmost style.
These are just some of the many examples of special promotions which Musik International handles on an annual basis. Just as every project is unique, so is every promotion. If you are looking for some extraordinary activity, something that seems to fall between the lines, then contact us today to discuss your special needs.