Goals

In honor of Daptone Records' 10th Anniversary and new releases in October through December 2011 from El Rego, Charles Bradley, Sharon Jones & the Dap-Kings as well as a 10th Anniversary Sampler, our goals were to focus on driving digital sales for these new releases as well as the full Daptone catalogue and highlight Daptone's milestone anniversary.

Tactics

With the launch of a TopSpin ticketing campaign around Sharon Jones & the Dap-Kings tour dates, Daptone announced their 10th anniversary, in the 10th month of their 10th year. For this initial announcement, we created a Like-to-stream RootMusic BandPage for their Facebook, using the label's brand new 10th anniversary logo.

Later that month, Daptone compiled two reissues: a self-titled release by El Rego and the expanded edition of Charles Bradley's No Time For Dreaming. To capitalize on an NPR "First Listen" feature for El Rego, we ran Facebook ads pointing to the iTunes pre-order link and continued them through release week.

To showcase their legacy, Daptone released a 20-track 10th Anniversary Sampler: The World of Daptone to retailers worldwide in November. It received great coverage and was promoted widely: Amazon offered the sampler for free in the US and France for a one-day promotion; iTunes US ran a Daptone label room feature which included ten discounted titles, and eMusic US featured a Daptone label sale and promoted the catalogue through a radio station and interview feature. Virgin France stores supported the anniversary by distributing postcards linking back to the digital sampler in their online store. In tandem with the various retail promotions, our interactive marketing team streamed the 8-track version of the sampler on Daptone's Facebook RootMusic BandPage. YouTube ran a homepage "10 Years of Daptone" feature including a video of the label's history and a playlist of various Daptone videos.

Sharon Jones & the Dap-Kings' Soul Time was the last record to be released during the 10th Anniversary cycle, with a street date coinciding with the holiday season. iTunes US prominently featured the record on their Music home page and genre R&B page and supported the release through their social media channels by tweeting a mention of the new album. The track "Ain't No Chimneys" was featured on Amazon US's discount holiday program during the months of November and December. From Soul Time, "Longer and Stronger" was Amazon US's Song of the Day and eMusic US's Daily Download.