Case Study: Elektra’s 60th Anniversary

Celebrating a major milestone for the iconic independent label Elektra Records.

Objective

Sony Music was relocating UK and international staff in London from two offices into a brand new, custom designed space in Kensington. The company was looking for internal communications support to ensure staff remained well informed during the process.

In-store display. Photo credit: Michael Leckie

Tactics

Two promotions were arranged in London to support this key landmark for the label at the Apple store in Covent Garden and the indie music store Rough Trade East. The Apple promotion included an event featuring a discussion with Elektra founder Jac Holzman and the editor of Mojo magazine. This was followed by a performance from hit singer-songwriter Bruno Mars – one of Elektra’s new artists. The second element at Rough Trade East involved creating a product display for a month long in-store promotion featuring Elektra’s catalogue and new releases. The promotion culminated in an anniversary event that focused on the release of a new book, Becoming Elektra, with participation from Holzman and two noted British music journalists.

Bruno Mars. Photo credit: Michael Leckie

Results

Both events drew record attendance, which helped to drive digital and physical sales of Elektra’s catalogue music along with limited edition 7-inch singles created especially for the anniversary. Promotional materials initially developed to support the London events were extended to music retailers across the UK. News of the milestone was also featured in key UK media outlets. A podcast was created of the event at the Apple store and posted as a free download in the iTunes store. Hey Jupiter returned to support both internal and external communications initiatives at the company.