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thiruvasakam in symphony

Topic started by Sridhar Seetharaman (@ 67.83.146.59) on Mon Apr 7 15:33:24 EDT 2003.
All times in EST +10:30 for IST.

http://www.thiruvasakaminsymphony.com/v_eng.htm#8a

Official audio release from Ilaiyaraaja.

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Responses:

• Old responses
  
• From: k (@ 192.138.150.249) on: Fri Nov 5 17:44:09 EST 2004
  
  Muthu..you have got it all right when it comes to package and stuff ..my friend. Very very good suggestions. I am sure SSSAV et al will appreciate it. I myself will try to reach the inner circle through email.
  But dont you guys ever underestimate marketing..Even the temples collect money and send prasadam my mail. Intha 'isai prasadam'um market seyyappada vEndum..sila kuzhaindagalukki ootti thaan vida vEndum :)
  
  
• From: T Muthu (@ 68.75.177.101) on: Fri Nov 5 18:44:15 EST 2004
  
  k, marketing will eat into the earnings. I don't underestimate it. It is a budget apportioned for a certain product by marketing giants, they can push lead products with less marketing but need to power up for newer products and the break even is a long time. There are two distinct marketing strategies these days: Hollywood (quick turnaround for consumable films) and Colgate type (sustained forever type)
  
  TiS is not a consumable (time will answer that) and is not a Sony owned product, i assume.
  
  If there is a huge marketing budget or Sony takes over marketing also for a fee, then that is a fantastic idea. (I think by now, Sony must be excited and bending backwards to take up this marketing in Japan, India, Europe, I am positively sure) But, Sony will try to tie in many contracts and it will be like headaches to commit and fulfill accoriding to their demands - especially executives who think nothing of Indian music.
  
  USA will be harder for so many reasons, they won't like to promote "World Music composers." But, who knows. The likes of Mr. Schwartz can put in a word or two on the networks. This I am telling from watching some unenthusiastic promos of Bombay Dreams on top networks. However, if Fr. Jegath can have IR himself with KR appear on Oprah or Jay Leno, I assure you of 2 to 5 million sales right there. You know why? First of all, I doubt Oprah knows anything about music but if she says yes, then it will work.
  
  AMAZON.COM is also great, but commissions will eat the profits down. BEST IS, SET UP a primary sales center in USA managed by TamilMaiyyam itself.
  
  
• From: prabhudas (@ 143.104.179.230) on: Fri Nov 5 21:03:24 EST 2004
  
  Muthu, Kiru
  your marketing strategies are very appropriate.
  I feel media related marketing is still a must. In India, the whole project's awareness was very minimal till recently when some of the weekly magazines started writing small snippets and interviews by Fr. Jegath. I was surprised to know here in US also not many were aware except for some hardcore music fans even after the meetings here in North East area, and the "Vanakkam thamizhagam" interview in SUN TV for some strange reasons didn't get telecast in US due to some mess up by the SUN TV schedules atleast here in North east area ( Apparently the viewership for this program is minimal as in most of the household both spouses are at work in this country).
  
  Special writeups by experts in Tamil literature and Music in special sections in weekly edition of the newspaper, endorsement by some unbiased religious leaders , political leaders like President Prof. Kalam thro' media will reach more audience without question.
  Releasing the audio itself on a special day may have some effect.
  Supply , yes the availability of the CDs thro' a very organized manner abroad should be undertaken ( there are many people who have alraedy given very nice inputs regarding this). I have seen lot of times CD stalls specially arranged in movie theatres here in USA when there is a regional movie being played ( mostly Tamil, Telugu, malayalam), as the access may be better for some people.
  
  
  How about asking Ad maker Balki .. seriously( A Hardcore Fan of Maestro) to come up with a innovative ad campaign ( free of cost, because the network owners would still eat up lot of money to buy time slots anyway)
  
  Having seen how TN people are addicted to stupid mega serials, TV media related endorsements or ads should be targeted to appear in between highest TPR rated serials (appadiyavadhu pala perukku theinja nalladhu daan)
  Once a online wendor is available for sales and distributions to reach wider audience every effort should be made ( voluntarily if possible ) by all the top rated /viewed/clicked tamil web portals ( including all those Tamill A to Z top 10 mp3 sites and other Tamil audio video based web sites) to create links or flashing ads to the main online sales/distribution site.
  
  Ofcourse TFM Forum has always served to reach a wider audience/Dfers etc, with the new revamped site may be the administrators can come with additional ideas to help boost the sales.
  All IMHO
  
  Long live Maestro and his music
  Prabhudas
  
  
• From: vk (@ 203.200.201.2) on: Sat Nov 6 05:12:46 EST 2004
  
  Dr A P J Abdul Kalam's views on music
  http://timesofindia.indiatimes.com/articleshow/31287793.cms
  
  
• From: skusum (@ 156.153.255.134) on: Sat Nov 6 12:03:44 EST 2004
  
  Hi.. see an article about IR and TIS in Kumudam.
  
  http://www.kumudam.com/kumudam/mainpage.php
  
  
• From: selva (@ 172.190.131.72) on: Sat Nov 6 14:50:05 EST 2004
  
  While all this discussion about marketing strategy is probably important, let us not reduce this creation to a consumer item in this largely consumer world.
  
  It sure will have the strength to stand on its own and pass the test of time. It is created with spiritual strength and with a socialist ideology. The purpose is noble. Don't yearn for immediate glory and monetary milestones, (though if more such has to be churned out within the confines of HIS mortality, money will be important).
  
  Please do not force it on people, but do make sure it is accessible to people who seek. Remember what HE said, 'adhu pOi sEra vEndiyavargaluku, thAnAga pOi sErum, viLambaram vEndAm'.
  
  Media and fanatism are temporary. Reaching out to people with the soul of thiruvasakam and appropriate music will be judged by time, and not by you or I.
  
  
• From: selva (@ 172.190.131.72) on: Sat Nov 6 15:33:13 EST 2004
  
  http://musicindiaonline.com/n/i/tamil/560/
  
  
  
• From: T Muthu (@ 68.75.177.101) on: Sat Nov 6 16:58:32 EST 2004
  
  Selva, in heart of heart i prefer that self-assurance. But, if the real goal is to reach as many music lovers without half of them resorting to settling down for mp3 for a long time, until they find a job to buy the actual CD, then a marketing strategy and powerhouse is needed to reach out to those people. If I may continue some more input that sounds like a passenger plane leaving earth' orbit to settle on another planet, then here it is:
  
  The UNIQUE NATURE of TiS, can by itself propel sales: PLEASE READ ON
  
  1. Really, i think the first Fans supported venture of an artiste - MOST AMAZING FEAT
  
  2. A most fascinating outcome of the INTERNET ( to raise funds this manner, which would've been impossible before the 90s and explains why only single and arrogant entities could "produce" albums and limit supply after a while)
  
  3. A unique effort that brought together top-notch cultural AND technology masters on different continents
  
  4. This means various cultural interactions of this kind will be more common and greater good.
  
  5. It also means big corporations will be needed only for marketing work and technical assistance - it separate creative ownership from technology and administrative aspects! Artists no more have to be bound by the demands or commercial requirements of producers.
  ________________________________________________
  
  Timing of release is also very significant and also helps in marketing strategy:
  
  1. Grammy announcement considerations (Excellent marketing tool)
  2. Avoiding Tax periods like March April
  3. Christmas & New Year shopping is sentimental time, no one really buys any new sounds outside of Christmas albums
  4. Don't know which month is good
  
  Timing of release very critical, Sleeve Notes, Good Jacket size Pictures atleast 3 or 4 if you can,(avoid thumbnails at all costs), Appearances on TV planned ahead, Many many top critique reviews (atleast 10, I suggest) another key factor.
  
  Pricing is also key, for eg: a guy who wants to buy 3 may end up buying only 1 or so. So, test market it and then see how many numbers to PRODUCE TO BE COST-EFFECTIVE (You may sell 1 mill now, 5 mill over time or you may sell only less depending on saturation points of the album for new people - how much will they themselves recommend to others. Alrighty, laters....
  
  
• From: T Muthu (@ 68.75.177.101) on: Sat Nov 6 17:15:25 EST 2004
  
  selva, sorry i meant that TiS may not be planning on such a massive marketing strategy (i still think spending on good packaging/design is much much more effective than advertising money spent, which is needed only as you said for consumable items.)
  
  So, SONY may be required only to design packaging (great marketing tool) than throw money on advertising (not needed)
  
  Also, i don't like the idea of cheapening classical works thru media campaigns press meets etc.. and fanatical praises HYPE CREATES HUGE EXPECTATION AND BACKFIRE.
  
  The marketing should be a subtle and classy as the production itself.
  
  
• From: Krishnaraj (@ 68.37.82.175) on: Sat Nov 6 20:59:16 EST 2004
  
  I want to add some of thoughts on marketing of TiS.
  
  Given the nature of the project, it will be very important to establish the target market and positioning of TiS for each of its version very clearly.
  
  For example for the English version, the target markets (based on whose needs the product is most likey to satisfy) may be:
  
  a. People who listen to Western Classical Music
  b. People who listen to New Age Music
  c. Indians who live abroad especially in the US, UK.
  
  These segments are likely to be large in number (at least 10MM people, if not more) with affordability. Once these segments are identified, it is important to understand the demographics and psychographics of these segments. It is also important to understand their media habits and understand their purchasing behavior and influencers.
  
  From purely an observatory perspective, these target segments are not the ones who probably are going to be influenced by Oprah & Jay Leno. The strategies to influence this group may likely have to include live performaces at the various symphony orchestras in both the US & UK ( a kick-off tour). In addition, the songs need to be played on Western Classical radio stations and adverised there. I think it is critical to understand these target segments for the success of TiS. I am not sure TiS would appeal to the masses that Oprah & Jay Leno would appeal to. Of course, it is just a gut feeling. Similary, for each version such targeting strategy needs to be clearly identified.
  
  The other area that needs to planned with care is the product positioning of TiS. The customer needs to have a clear idea of what TiS is. The options for positioning are many: a new symphony, a religious rendering, new age music, eastern-western fusion etc. The promotion of the product should clearly communicate to the customer what the product is and why he/she should purchase it. For the western audience, I would underplay the religious angle as my opinion is that it would limit its acceptance.
  
  However, my background is in marketing with a Fortune 500 company in the US for the past 15 years and Mr. SSSA, I would be more than glad to get more involved in those aspects if your team would like me to.
  
  
• From: MBA (@ 68.83.91.37) on: Sat Nov 6 20:59:43 EST 2004
  
  http://www.sampath.com/stories/tis.htm
  
  

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