Artist: Familjen – Det Snurrar I Min Skalle (It’s Spinning In My Head)
Project: Familjen Album Release / Tour Publicity
Publicists: Monique Rothstein / Darren Ong
For: Creative Vibes Record Label
Period: May 2008 - November 2008
A veritable ton of exceptional electronic artists have come out of Scandinavia in the last few years with Röyksopp, The Knife and Robin representing the tip of a snow-decked iceberg. Familijen is the name used for the solo electronic music project of Johan T Karlsson - the new star in the Scandinavian indie-dance constellation. Familjen produces music, which draws references to artists such as Stone Roses, Happy Mondays, and Underworld combined with ‘90s dance and future orientated electronic pop. The result is acid-house meets indie-rock with lyrics delivered in Karlsson's unique skånsk dialect.
“An amazing debut and Familjen supplies a refreshingly happy slant on the indie-electro genre, making it standout from an otherwise saturated (and sometimes lacklustre) market.” – Inpress
ALBUM RELEASE
• After formulating a strategic marketing plan, we discussed the most efficient way to maximise exposure on a unique, foreign language release. As Det Snurrar I Min Skalle is pigeonholed as ‘Swedish electro’, we had to devise a very tailored media plan and specific approach to the proposed campaign.
• We compiled a high-quality press release to publicise the upcoming album, which was sent to a hand-picked list of Australian media, all of whom were the most suitable in receiving and responding to the niche release.
• It was important for us to produce a consistent and articulate artist/release biography, considering we were trying to break a new artist in the Australian market. We based our biography on the information supplied to us by the label/management, which was produced in-house and accompanied all promotional copies sent to media.
• Four weeks prior to the album release, the promotional stock was serviced to national long lead media for review and editorial (long lead arts, music, lifestyle, special interest magazines, national newspapers, niche press).
• Two weeks prior to the album release date, the lead single, Det Snurrar I Min Skalle was serviced to both national and community radio. Several local and national radio stations were serviced personally during our regular weekly meetings.
• We serviced the release to a suitable database of national short lead press, including local newspapers, weekly magazines, street press, community and national radio, music solutions, tour promoters, TV producers, advertising agencies, niche websites and appropriate blogs.
• We personally followed up all promotional copies serviced to media in order to maximise reviews and editorial and encourage high rotation airplay (and potential feature albums).
REVIEWS
• 3D World (NSW)
• Sunday Telegraph (NSW)
• Rave (QLD)
• Groupie Magazine (NATIONAL)
• The Brag (NSW)
• Inpress Magazine (VIC)
• Scene Magazine (QLD)
• inthemix.com (NATIONAL)
• Drum Media (NSW)
• Onion Magazine (SA)
• Drum Media (WA)
• Oyster Magazine (NATIONAL)
• Scene Magazine (QLD)
• Thedwarf.com (NATIONAL)
• Time Out Sydney
• Time Off (QLD)
• Out In Perth
AIRPLAY
• The week prior to the album release date the single Det Snurrar I Min Skalle was added to high rotation on Triple J national radio. It remained on high rotation for over seven weeks, until a second track, Det Lilla Livet was added to high rotation.
• #2 as the MOST PLAYED alternative track in Australia (as per The Music Network)
• BREAKFAST FEATURE ALBUM on PBS Radio (VIC)
• SUNSET FEATURE ALBUM on FBI Radio (NSW)
• EDGE Radio RECOMMENDED AOTW (TAS)
• FEATURED on the inthemix.com PARKLIFE podcast.
HIGH ROTATION
• TRIPLE J (NATIONAL)
• PBS Radio (VIC)
• RRR Radio (VIC)
• EDGE Radio (TASMANIA)
• 4zZz Radio (QLD)
• MCM (Syndicated NATIONALLY)
• SYN Radio (VIC)
• RADIO MONASH (VIC)
• FAT Planet (NSW)
MEDIUM-HIGH ROTATION
• RTR Radio (WA)
• KISS FM (VIC)
• FRESH FM (SA)
• 2SER (NSW)
ROTATION
• ABC RADIO NATIONAL
• SBS ALCHEMY
• THREE D Radio (SA)
• Functioning as the Australian contact for all media, we were responsible for supplying any additional publicity materials requested (i.e. High res images, press shots, bio information, interview requests) for the duration of the campaign.
• We were the central contact for all licensing enquiries, such as the use of Det Snurrar I Min Skalle on Channel 9’s Wide World of Sport, Oyster Magazine Online, the Parklife feature on Myspace.com and the inthemix.com podcast.
• We serviced the film clip to Channel V, Rage and Video Hits during our regular service meetings.
VIDEO CLIP
• HIGH ROTATION on Channel V
• Clip FEATURED on Channel V website
• HIGH ROTATION on Rage
• Received acclaim on the Video Hits online blog.
• We coordinated phone interviews for long and short lead print press, radio, online, and television nationally to support the campaign.
• We pitched and organised CD and/or ticket giveaways.
GIVEAWAYS
• Sydneyunleashed.com
• Lostateminor.com
• Jplay.com.au
• VICE Magazine
• YEN Magazine
• OYSTER Magazine
• The Advertiser
• Groupie Magazine
• Independent Weekly
• dB Magazine
• Onion Magazine
• Canberra Times
• Cumberland Newspapers
• Time Out Sydney
• GeneratioNext competition (Museum of Contemporary Art)
• We put together comprehensive marketing proposals and coordinated budget meetings with management/label in order both plan and book the advertising and marketing schedule.
• We worked on the creative treatments with graphic designers during the production of posters, fliers, and artwork for advertising.
• We supplied Familjen’s management/label a monthly update on the Australian media response.
• We supplied Familjen’s management/label with an extensive exit report at the conclusion of the campaign.
TOUR PUBLICITY
• In addition to our distribution to media, we serviced touring companies and festival promoters. This included promoters of festivals such as Parklife, Big Day Out and Splendour In The Grass.
• We were the Australian contact for all licensing enquiries, such as the use of Det Snurrar I Min Skalle on the Ministry of Sound PARKLIFE CD.
• As a result of the high rotation on national radio and the level of national exposure, Familjen was brought to Australia to play as part of PARKLIFE FESTIVAL (alongside Peaches, Diplo, Martin Solveig, Goldfrapp).
• As exposure grew and the response frenzied (Det Snurrar I Min Skalle was the Most Requested song on Triple J for weeks), we were approached by an additional promoter who brought Familjen onboard to support LADYTRON on their first Australian tour.
• Due to the success of the album release/campaign, we were requested to do the associated promotion and publicity for the Familjen national tour.
• We created tour-oriented press releases to announce the upcoming tour dates and all associated information, which was sent to appropriate Australian media.
• We updated media with news (i.e. sold out shows), ensuring that all shows were featured in all free online/print gig guides, news columns, and mentioned on-air, when possible etc.
• We coordinated guest lists for international media and special guests.
• We organised and accommodated a selection of media to attend gigs for live reviews.
LIVE REVIEWS
• Inthemix.com (NATIONAL)
• Drum Media (NSW)
• FasterLouder.com (NATIONAL)
• Rave Magazine (QLD)
• Yowie (NATIONAL)
• Time Out Sydney
• Time Off (QLD)
• The Brag (NSW)
• Tsunami Mag (QLD)
• TheDwarf.com (NATIONAL)
• We coordinated interviews between media and the artist through consistent liaison with management/label.
LIVE REVIEWS
• In the studio LIVE with Dools & Linda on Drive (Triple J national radio)
• In the studio LIVE at RRR radio (Melbourne)
• JTV Television
PHONE INTERVIEWS
• Scene Magazine (QLD)
• RRR Radio (VIC)
• Time Out Sydney
• KISS FM (VIC)
• 3D World (NSW)
• ACCLAIM Magazine (NATIONAL)
• Drum Media (NSW)
• TRIPLE J Radio (NATIONAL)
• The Brag (NSW)
• SYN Radio (VIC)
• PBS Radio (VIC)
• inthemix.com (NATIONAL)
• FasterLouder.com (NATIONAL)
• Rave Magazine (QLD)
• The Advertiser (SA)
• Time Off (QLD)
• Yen Magazine (NATIONAL)
• MX (Sydney)
• MX (Melbourne)
EXIT REPORT
We offered Familjen’s management/label and the promoter an exit report containing all press clippings surrounding the tour, at the end of the campaign.