INTL: BMG’s campaign for Keith Richards’ Live at the Hollywood Palladium causes a stir in Argentina
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Undoubtedly, 2020 has been a hard year for artists to engage with their fans in the way they always have. So for the release of Keith Richards’ Live at the Hollywood Palladium limited edition the BMG marketing teams wracked their brains to find a solution to service their client Richards in a way that still offered him a creative way to market his latest release and not solely rely on digital platforms – despite an ongoing pandemic.
The international Catalogue marketing team in London collaborated with the BMG marketing team in LatAm to mark the occasion in one of Keith’s largest markets – Argentina – and the result was a testament to BMG’s service approach to its clients and seamless collaboration between its international team.
On November 12, the teams organized a launch event in Buenos Aires set in a drive in-cinema, where the atmosphere was prime to recreate a live show experience, something that had been missing since COVID-19 has shut down most concert venues. Guests signed up to watch and enjoy an event that got everyone in Buenos Aires – and beyond – talking.
Cars queuing in front of the entrance to the show
When they had arrived in their cars, they were presented with some of the great videos created for the album campaign to get them in the right mood for this special night: It all started with the unboxing video of the exclusive box-set, followed by the previously unreleased ‘Little T&A’ and the amazing video for ‘Hate It When You Leave’.
As fans were already excited by the visual appetizers they had seen, Keith popped up on the screen to say hello to Argentina and welcome everyone to the show. Following this, guests were treated to the remarkable recording of the concert filmed at the Hollywood Palladium in 1988, where Richards and his incomparable band The X-Pensive Winos took the stage for a night both the band and audience never forgot.
Hailing it as “the event of the year,” the screening of Live at the Hollywood Palladium was featured across networks in Argentina, including a two-page feature in Argentina’s leading newspaper Clarín.
Mark Fabish, BMG Director International Marketing based in the UK, said, “This year has been a struggle to engage with fans since we have had to rely solely on digital platforms and virtual events to connect, as opposed to a real-life experience. The excitement behind the drive-in felt as if Keith had touched down in the country for the first time in years. By bringing in the team responsible for LatAm early, we were able to achieve some great things.”
Live At The Hollywood Palladium comes as a special deluxe box set, presented in a matching folio, wrapped in a black cotton replica of the tour shirt sold that night, complete with a satin VIP pass on top.
In 2019, BMG released an award-winning reissue of Keith Richards’ critically acclaimed debut album Talk is Cheap. In 2018, Richards signed a worldwide deal to bring his solo recordings catalogue to BMG. The agreement brought together Richards’ 1978 debut solo single and four solo albums from 1988-2010, alongside his publishing that BMG has represented since 2013.
November 27, 2020 5:00am ET by Pressparty