Smooth Jazz artist Ken Navarro and Positive Music Records are preparing to launch a new and unique type of marketing plan in conjunction with Ken’s upcoming Positive Music CD Love Coloured Soul. The plan involves attracting people to the guitarist’s website (www.kennavarro.com) to experience the new CD as it is being recorded and mixed and the album art is being created.
Visitors to the website will be given free access to a changing array of samples ranging from audio interviews with Navarro and the other musicians, to streaming video and photos of the actual recording sessions taking place, early versions of the cover art and graphics, audio clips of the song demos and samples of rough mixes as the recording process progresses. Every week, until the finished CD is released, a new group of streaming samples will be made available for free audition at Ken’s website. This exciting and innovative concept is designed to attract smooth jazz music fans to www.kennavarro.com by inviting them to be a “fly on the wall” for the creation of a new smooth jazz work by one of smooth jazz’s most established artists.
Beginning December 1, one full month prior to the official January 10 retail release date of Love Coloured Soul, visitors to the website will be given the opportunity to purchase one of three (3) special packages which will be offered exclusively at www.kennavarro.com. Each package will be tailored to appeal to different types of smooth jazz fans and will include full-length audio, photo albums, video movies and PDF graphics in addition to the finished CD itself. These packages will be available only at www.kennavarro.com and will be available for purchase on CDs or as downloads with a major credit card. Secure purchases will be easily executed via the new “Ken Navarro” store. The store will be coming online in early October as part of www.kennavarro.com.
The online campaign will begin approximately September 15 and continue right up to the December 1 website release date. Work is currently under way at www.kennavarro.com on a complete make over and extensive web store created by Visible Image. An extensive web advertising campaign is also planned, which will involve some of the leading smooth jazz websites and online radio stations.Posted by Peter Böhi at August 27, 2004 6:29 PM