BMG plans $10m campaign For 2nd To None
With the worldwide campaign for the CD, called Elvis 2nd to None, which is set to be released in early October, BMG plans to follow last year's unexpected success with an album of number one hits from the King of Rock ´n Roll.
The jubilee CD, commemorating the 25th anniversary of Elvis' death, was BMG's biggest sales-hit in 2002, selling over 9m units. This was second only to Avril Lavigne's "Let's go", which sold over 10m, and outstripped the new album sales of current pop stars such as Santana, Christina Aguillera and Pink.
BMG, one of the big five music groups, last year had only about 30 records that sold more than 500,000 units, according to the company. The Bertelsmann subsidiary, with is currently in merger talks with AOL's Warner Music, made a profit of E252m on revenues of E2.7bn in 2002.
While it is unlikely that last year's Elvis sales success can be matched, BMG has high hopes for the new record, shipping more than 1m units to US retailers alone.
With the majority of the campaign budget going into television and radio advertising, the company plans to sell about 4m-4.5m by the end of the year, half as much as Elvis 1.
Given that the margins for a catalogue product such as this tend to be higher than a new album release from a living superstar, this sales target will still boost BMG's stretched balance sheet.
"The margins are always higher with catalogue products, as you don't have to pay the typical superstar royalty", said Joe diMuro, executive vice-president at BMG's strategic marketing group.
EMI, the UK-based music company, sold more than 20m units of a similar memorial CD for the Beatles in 2000, making it by far the top seller in that business year. However, the spread of music piracy and illegal CD burning makes it almost impossible these days to achieve such sales.
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Tupelo's Own Elvis Presley DVD
Never before have we seen an Elvis Presley concert from the 1950's with sound. Until Now! The DVD Contains recently discovered unreleased film of Elvis performing 6 songs, including Heartbreak Hotel and Don't Be Cruel, live in Tupelo Mississippi 1956. Included we see a live performance of the elusive Long Tall Sally seen here for the first time ever. + Plus Bonus DVD Audio.
This is an excellent release no fan should be without it.
The 'parade' footage is good to see as it puts you in the right context with color and b&w footage. The interviews of Elvis' Parents are well worth hearing too. The afternoon show footage is wonderful and electrifying : Here is Elvis in his prime rocking and rolling in front of 11.000 people. Highly recommended.
Tupelo's Own Elvis Presley DVD Video with Sound.
