Posted inNews

Atlantic Records’ Tom Mullen talks catalogue marketing’s evolution

At record labels, catalogue and frontline used to be church and state – rarely mixing. But streaming is blurring the lines, and Tom Mullen’s role as VP of catalogue marketing for Atlantic Records is a further expansion of this trend.

In conversation with Music Ally, Mullen outlined what his (relatively new) role involves and why artists need to be keeping one eye on the future as well as one eye on their past. And also archiving as they go, avoiding seeing an emphasis on the old as a dereliction of their duty as progressive creators.

“The role is on-roster marketing of catalogue,” he said of where he fits within the company. “So, if the artist is on the label and they have a catalogue – if it’s one record or five or ten – that is what I am responsible for.”

Posted inMarketing, News

Bob Dylan website lets fans play with original stems

There are some smart people working on digital marketing for Bob Dylan, and that’s been true for some time. The latest evidence is a website enabling fans to mix ‘Like a Rolling Stone’ using its original instrument stems, with more tracks to follow.
The website uses a system of sliders to turn the various stems – solo guitar, vocal+guitar, organ+drums and bass+piano – up and down. A separate Listening Session section gets some of the musicians involved in the 14-month period from 1965 to 1966 that yielded ‘Bringing It All Back Home’, ‘Highway 61 Revisited’ and ‘Blonde on Blonde’ to tell their stories, with Spotify playlists bringing their words together.

Posted inBrands, Marketing, News

Bob Dylan is Talkin’ IBM Advert Blues

Bob Dylan is not shy of doing an advert, previously appearing in/using his music in ads for products as diverse as Victoria’s Secret, Chrysler, Jeep, Apple, Cadillac, Pepsi and (most amazingly) Chobani yoghurt.

We can now add IBM to that long list. The popular rock rasper has appeared in a promo video where he has a chat with IBM Watson (basically their Siri) in which it’s revealed that Dylan’s two biggest lyrical preoccupations are that “time passes” and “love fades”, which Dylan himself agrees with (somehow forgetting all those political songs he wrote).