MCN provides web design, brand management, merchandise fulfillment and viral marketing for artists at all stages of their careers. We take a wide-angle view of an artists' career and suggest ways to extend the marketing reach through the internet and direct-to-fan marketing to attain the goals of the artist, label, and management.
Web Design
MCN has been designing cutting edge entertainment sites since 2001 when we launched DreamworksNashville.com. Since then we've had the opportunity to work with some of the biggest names in the music industry. Every site we build is custom-designed for you, and backed by a powerful web-based content management system that lets you control your site from your laptop in your kitchen at 2 a.m. on a Tuesday. Or just about anywhere else.
Case Study: Brad Paisley
MCN was charged to create a comprehensive online presence for country superstar Brad Paisley. The challenge was delivering a bevy of information to make an intuitive user experience. The solution was in creating an interactive "Start Page" that uses flash, javascript, and PHP to display Brad's upcoming tour dates, latest news, videos, and hot links to jump to Brad's blog or log in to the Member section. In addition, we gave Brad himself the ability to change the photos that are in rotation on the home page, so he can upload photos from that night's show to keep the site completely fresh.
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Managed Communities
Direct-to-fan marketing has been an integral part of our business model since day 1. We've taken fan clubs from 3,000 to 30,000 in 18 months. Our pre-sale campaigns have accounted for up to 42% of first-week Soundscan CD sales. We have created online communities fans are engaged in and feel a part of. We become your online marketing arm targeting your artists most avid consumers. All of this integrates into your official website, with one single login for the end user.
Case Study: Sara Evans
Sara Evans needed a partner who could not only manage her official website, but also provide fans with a unique online experience. MCN delivered a member community that gives users the ability to manage their social profiles, access exclusive content, participate in presale ticketing events, and win meet and greets with the artist. MCN also provides eMail List Management, customer care for Sara's fans as well as merchandise fulfillment for her online store. By bringing these different facets of Sara's online presence under one umbrella, the user has one login to remember, and the website can be managed from one central control panel.
Online Marketing
MCN utilizes ad buys and viral Street Team campaigns that run within a fixed amount of time to maximize the effect of an album release, tour promotion, new single, award voting, and every other promotion where fans matter. We maximize an artists' exposure while motivating your most avid fans to go to work for you. How many times have you been turned on to a new band by a friend's recommendation? That's the point.
Case Study: Toby Keith
MCN understands the challenges faced by marketing departments in today's highly competitive marketplace. Record label mergers, shrinking marketing dollars, downsized staffs...all of these things add up to too few people to do the job effectively and campaigns that speak in broad strokes. So when Toby Keith's independent label, Showdog Nashville, needed an online marketing company to push Toby's new album, MCN became an extension of the label's team, working to the benefit of the artist. With effective direct-to-fan initiatives, MCN designed a viral campaign using Toby's fan base to promote the album across the web. The result? TobyKeith.com was the #5 retailer for the first week of sales.
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Brand Management
Your audience can find you in a variety places, from your official website, to your myspace page, and all across the web. Your brand's footprint on the web can work in harmony to help you promote and reach your goals. MCN can help brand 3rd party sites to match that of your website, and we can touch your fan base there, create interactive communities that are branded and integrated with your official website. The result? Seamless transitions between the hottest social networking destinations on the web and a unified fan base that can find you anywhere.
Case Study: Lady Antebellum
The web provides a growing footprint for artists, and it's easy to get lost in a digital marketplace, which is why MCN believes it's important to maintain brand consistency across many different websites. MCN worked with Lady A's management, Borman Entertainment, and Capitol Records to create 3rd party designs that maintained the look and feel of the official Lady Antebellum website. MCN also tied in tools from the official site to give one point of control for news, tour dates, and blog entries.
eCommerce
MCN provides ecommerce solutions for independent and established acts. We store, pack, and ship orders all over the world. Our scalable solution provides integration with SAGE, Paypal, and Google Checkout. When MCN Stores offer a pre-order, our fulfillment department is capable of getting tens of thousands of units delivered on time, and each album sold is reported to Soundscan.
