Earlier this month, INgrooves announced it was handling global digital distribution and marketing for the new Spinal Tap album, Back From The Dead.The campaign includes an iPhone application, and a YouTube contest for fans to create their own music videos for Spinal Tap songs. We talked to INgrooves CEO Robb McDaniels to find out more about this campaign, and his views on the wider digital music marketing sector.INgrooves has been working on the project since January. “It presented an interesting challenge in many respects,” he says.”They're a band in a movie, not a real band. Yet they play as a real band! And their fans skew towards the older demographic that has not necessarily moved fully into the digital world. It made the project interesting and challenging to work on.”As with all INgrooves projects, this one started with an analysis of who these fans are and where they're hanging out online, using that data to decide what direction the marketing campaign should take.”We analysed the best and most effective ways to reach them, and formulated a marketing plan,” says McDaniels. “It's not that different to what happens in the physical world: a lot is trial and error. Although the errors [...]
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