Improving Incubus impact in Chile
The videochat with Fernando Cabral (Marketing Director - Sony Music Latin America) was an increidble opportunity for us fans, and even though one of my questions were answered, I have so much more to say about the impact of the band in my country. It's well known that Incubus is big here in Chile, various rock radio stations play their songs very often, their shows are sold out and they have one of the biggest fan bases in South America. They are recognized but only if asked I mean they are not a band people are talking about, and that's what I would like to work on, the impact.
In Chile, we do get their albums (without mentioning the ones that are manufactured here, we do get the US editions too) the thing is, they are expensive, we pay approximately 20 dollars for the standard edition of any rock album and almost 30 or even 40 dollars for "special and deluxe" editions. But still, we do get and I think Incubus fans do buy their albums, because it's something fans do. I think we can get If Not Now When to be an album much more advertised here but not just the album but the band too. Who are they?, how many albums have they released?, when did they start? All the things music lovers would like to know about a "new band" for them.
For the same price of the albums we buy here we could just get more inside of the box, and I wrote about it weeks ago with my opinions on the release of INNW, and at the same time Sony can just save money manufacturing the new album in the Digipack format. So for the same price we users/fans/music lovers/collectionists get more things, exclusive things. Here in Chile we love when they "name us", the video from the miners show they released last December was just great for us and the media talked about it, if we can get at least one or two more songs in video format from that show, I'd bet the sales of INNW would raise more than expected.
Selling albums is one part, but, how about making the band a topic of discussion in the local music/rock/alt rock media? This is where Sony could really help and associate with organized fans, making Incubus viral, something that is everywhere and making people want to know what this is all about, finding out their music, the fact that matters. This through social netowrks, graphics and posters on the streets, bus stops, etc., Easing the way for everyone when the time of announcing a show date here in Chile comes. Make Incubus mainstream in the smartest and most creative way possible so it's effective.
The language is also important, the band approach to the South American fans it's something that gets everyone's attention and we can take a huge advantage of that effect too.
These are my first impressions, I will write about this more often and with more details.
Thanks for reading,
Cisco
Comment
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Comment by Francisco Stiglich (Mod) on May 11, 2011 at 1:50pm -
Thank you Fernando,
I just sent you my phone number to your inbox here.
Thanks,
Francisco
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Comment by Fernando Cabral on May 11, 2011 at 1:27pm -
Francisco,
Do you mind giving me your phone number?
Sony Chile is going to give you a call to help you organize the auction you mentioned to me below.
One idea is maybe doing it at one of the stores of the Feria del Disco the date of the album release.
The name of the person who will reach out to you will be either Ruben Blanco or Pablo Hein.
Un abrazo, Fernando
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Comment by Julio Zenteno on May 11, 2011 at 1:24pm -
Agreed with bernando. this is awesome. about the CD prices i know that shipping and taxes are incredible expensive but thats one thing that i see its keeping people from buying more CD albums. now its really "easier" for them to search on the net and dont pay anything. i think thats an issue here and everywhere in Latin america. maybe if sony can have a CD factory not in every country but just one that delivers to all LA maybe would be easier to distribute. i dont know.
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Comment by Bernardo Veloso Barrera on May 11, 2011 at 1:05pm -
Simply amazing. That's the kind of things that's keeps me interested in wha Incubus Chile means to the fan, the commitment Francisco has with all of this. Surely he could express better the things I was saying. Anyway, we want the best to the band from here Chile, and if you support what Francisco purpose it'll be simply AMAZING.
Thanks again!!
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Comment by Fernando Cabral on May 11, 2011 at 12:52pm
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Hi Francisco,
Thanks so much for your feedback on both the Kiosk and the pin code cards at the shows.
Also, thanks for your observations of "La Tercera" being a more "target appropriate" newspaper than "El Mercurio". Yes, if we able to get the deal my dream would be to have a book type edition (with cool fotos, interview with the band) and with the CD. We could possibly do a numbered edition as you suggest. What i REALLY liked you mentioned is a "discount coupon" that comes attached to the package that can give you a discount when you purchase the new album at La Feria del Disco. Its a great idea Francisco. If we could do that, it would be great. I am awaiting feedback from the local newspapers - lets see what they say.
Do you live in Santiago?
Let me see what I can do to help you with the auction you want to do with the signed items.
Will talk to Sony Chile and get back to you.
Thanks for all the feedback and PLEASE feel free to send me ideas and thoughts.
Abrazos, Fernando
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Comment by Francisco Stiglich (Mod) on May 11, 2011 at 12:19pm
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Thank you Fernando, and all of you guys who are interested in this matter.
I think that both Kiosk project and enhanced show tickets are really really good ways to expand the name of the band out of the borders of the Internet, the circle of fans and the only client you have, Feria Del Disco. And just to keep talking about the idea of releasing the Show for the Miners in CD format through a newspaper, here in Chile we have a really big number of hardcore fans that like to get everything that comes from the band, if you put that very special show on newspaper with its own cover art, and its just a special edition for Chile (numbered maybe) that would be a perfect success. Now, in that sense you can even get with that a discount code to buy If Not Now When in Feria del Disco. Besides, one of the newspaper that actually is very incubus-friendly is La Tercera, they always cover their news and shows, and I think it's much more related with the target group than El Mercurio or any other newspaper here in Chile.
Enhanced show tickets would be just perfect, it would attract both fans and music lovers to the show just because the extra benefits of attending the show, and if we could get the code on a separate card or the ticket it wouldn't really matter at least this time because it would be the first time and it's already attractive, but if it doesn't mean any extra cost to you giving the attendants a card with the pin code, that would be even better. The download content, in my opinion, should be music and videos mainly.
The main point is to make Incubus a band with a wider spectrum of fans and we have to take every effective opportunity to make it happen. As one of the admins of Incubus Chile, I have witnessed what the fans are capable of in the name of the band, and if we could use the official support from Sony to announce our activities, like the benefit events we've made, tribute bands shows, even album release parties, like the one we did for Monuments and Melodies. Those are events the fans are attending to and are interested in. For example now we have received a bunch of great and signed memorabilia from the band to do a live benefit auction, but we're having problems finding a place and date to do it, and fans are still asking base prices, where is it going to be and when. I guess what I want to say is, we can make this relevant for more people who wants to know about the band asking themselves why fans here are so committed to them. That's attractive.
Thank you again for your interest and for answering our doubts and thoughts,
Francisco
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Comment by Bernardo Veloso Barrera on May 11, 2011 at 11:22am
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2007*
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Comment by Bernardo Veloso Barrera on May 11, 2011 at 11:22am
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OK, thanks for clearing the merchandise subject up. Now I know why.
The kiosk part. My thinking as a Harcorde Fan but not a regular buyer of newspapers, is that I would probably NOT buy that. Let me explain this, this is JUST IN CASE you DO NOT apply those Items in other formats. Do I made myself clear? (suddenly I read myself and I really think that not, so, tell me If I'm not hehehe). What I've said, is that ME personally wouldn't support that 'cause I don't like the idea, but if you are planning that to get the band rises another type of fan is a good thinking. Also, you may consider bring that material in a newspaper that could be more massive (I'm thinking of "Las Ultimas Noticias"). To finish this comment about the kiosk, what I don't like (or what I see) is that we (like the people of my age) preffer a digital newspaper than a physical one. I personally don't buy it, because I can read it from their on web. I know that this sounds like "Hey! this guys wants it all", but is my sincere perspective from the people around me, guys with 26 years old that ARE NOT into buy newspapers because reading at the web is more comfortable. I don't want to look like I'm against the idea, I express my thoughts trough the idea, it will be awesome that somebody else could comment (maybe I'm wrong).
Cleared that up and to answer your question. I'll love to have a CARD with some design for 2 reasons.
a) It's nice to have anything related to the band, better if it's coming from the "official way". I still have the piece of the ticket from 1997 and a pick of Mike I grabbed from the stage =)
b) It'll be the same if it comes in the ticket, but with THE PLUS of having the orginal artwork. If you ask me, even if you rise "a minimun" (I have to remark this!) the prices of the ticket, wouldn't mind pay it for such gift.
The content in the code may vary. I'll preferm music and videos.
So, there you have it. I must I really love the conecction Incubus has with Chile, I need to give a shotout to Francisco and say to him Thank you so much for give us the opportunity to talk with the #realdeal. And to you Fernando for be here.
Greetings!
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Comment by Fernando Cabral on May 11, 2011 at 10:39am
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Hi Bernardo,
Thanks for your comments. Just to be clear what we have as Sony are rights for music. In the case of T-Shirts, posters and merchandise we as Sony do not have those rights. So I cannot and do not sell those things - other companies do that.
The main problem with pricing for the CDs, for all smaller latin markets not just Chile really, is shipping but even more so taxes - which unfortunately we cant avoid paying. Unfortunately, the volume of sales in the market is not large enough for us to do local manufacturing - which is really what would solve your problem the most.
Question regarding the concert ticket with a code: As a fan what would you like better?
a) that the pin code that allows you to download music is included in the actual ticket
OR
b) that when you get to the venue to received when you walk through the door you receive a card/tarjeta (in the shape of a credit card) with its own artwork that has the pin number that give you access to the content?
What content would you most like to see with this pin code? Music? Fotos? Un released tracks?
Interesting feedback on the kiosk. Tell me more if you can. What don't you like about it?
Is it the fact its linked to a newspaper? The interesting thing about newspaper distribution is that it is actually a lot broader than regular stores and the prices are able to be cheaper, as the quantities justify local manufacturing. For example, an average Kiosk product in Chile probably sells about 10,000 units in a week.
That would be equivalent to a PLATINUM album in only one week. In terms of sales we've never had a platinum album in Chile with Incubus. Because of the "book" style package around the CD, you are also able to have more fotos and texts than a regular CD. Additionally, the newspaper buys a TV advertisement campaign to promote the product which allows more exposure to the artist.
If you can let me know more about your thoughts about this. I want to understand from your perspective why you think its not worth it. All and any feedback is always welcome!
Un gran abrazo! F
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Comment by Bernardo Veloso Barrera on May 11, 2011 at 8:53am
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Thanks Fernando to keep tracking our posts, really nice. The Kiosk idea, if you ask me, I don't think so. Not worth it, period. The downloadable items from the website code from a ticket it's a good idea, that I'll support if I have to. Fans love to have shirts, promotions codes or anything that involves their favourite band (in this case Incubus). Maybe the physical issue that we have, it's because of what Julio said, that we WANT to have the material, to show it, to love it, to listen to it, whatever that means. The prices (as Francisco said it) are really expensives. It's impossible that crossing the border to Argentina we can bring records half a price that we bought here in Chile. I don't know really why is that, I'm just letting you know that what we concerned about the prices because it "cut ours hands off" to get new material (even that hardcore fans DO buy the things). So, to clear up things. I don't support te kiosk method, personally I don't even read "El Mercurio" as a newspaper, but if you ask, of course I'll buy it if it comes with some Incubus related content.
The ticket idea with a code, Perfect. Just make sure every person who will go to the concert knows about it. (remember that some people are NOT hardcore fans, so they wouldn't matter to download the content or not).This complements your thought about the "20.000" people going to the concert.
And finally, gifts, posters, shirts or even records "as it happened in 2007" for sale at a reasonable price could be really good.
My humble opinion
Regards!
NaNoX
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