On a recent afternoon, Daniel hay, thirty-eight-year-old head of strategic marketing for copies of records held all calls to a meeting about the label’s latest newcomer—not a singer discovered on YouTube or reality TV participant, but, instead, a brand of wine called electric sky. Produced by interscope and sold mostly at music festivals, wine comes in a set of four stackable, removable plastic cups. Each Cup is slightly swollen in the middle, so that the “bottle” electric sky looks like the very hungry Caterpillar. Hay tired of multicolored, psychedelic packaging which are held together by the Cup, so he called in a Los Angeles branding firm Wolfgang to offer something new.
“The cover design we have now, with the barcode on top of the Cup, feels like they could be from a hospital or school cafeteria,” hay said Wolfgang two reps, who were sitting on a low couch in his office. “It’s like applesauce”.
“What if we paired another cycle of the moon with each wine?” one representative asked, holding up a grid that showed the phases of the moon in bright colors on a black background. “The Crescent moon will be easier, the wine, the full moon will be more full-bodied wine”.
Hay, cordially unbridled energy, nodded. He wore a long sleeved white t-shirt and jeans. “Some of them look like flags? Turkish and Japanese flags?”
“Oh, Yes,” another representative said. “We’ll fix”.
With music streaming services, tie up the practice of buying records, and multinational promoters eat at the concert profit, music labels were forced to invent new sources of income. As Director of marketing for Universal, where he worked since 2007, hay orchestrated deals between artists and brands, such as A. T. & T., a jeep, and a lifetime fitness, a gym where the new participants received a gift certificate for fifty free mp3 to build a gym playlist. Not meant to be a multibillion-dollar endeavors. In 2014, when Apple paid three billion dollars to acquire Beats—a company built by Dr. Dre, an artist under the music umbrella—sen thought that his big break may be.
Then he found studies indicating that millennials are responsible for nearly half of the wine consumption in the country. Other studies have shown that millennials were spending a significant portion of their income on “experience”purchases, such as music festivals. All these thousands attending the festivals, he reasoned, he probably wanted to drink a lot of wine.
“Standing around with cups of wine, how bad it is,” hay said, hugging a bunch of imaginary vessels to the chest. “If you want to carry them back to your friends, three-in-four chance, you spill it on yourself.” Hay didn’t invent the concept of stacked wine glasses—StackTek, the company that came with the original pack electric sky sells wine, which by the way since 2011. He is not the pioneer of alcohol-artist partnerships. (Patronage of Cîroc Diddy comes to mind.) But he may have been the first record label Executive authorities recognize that to make wine for music lovers can be a viable business, how to make music.
Hay bosses entrusted him with the search for manufacturers in Europe and NAPA valley, which make swillable, to do the job-made wines. (Pink electric sky, made a winery in the South of France, reminiscent of “Sunday funday” is a staple whispering angel.) In June 2015, electric sky debuted at the electric Daisy carnival in Las Vegas, selling four-Cup “stacks” for thirty-five dollars apiece at the concession stands. Brand with a rich the most popular country music festivals, like Merlot on a white sofa. Over the past two years, it was only the wine at events such as music festival, in Tennessee, the governors ball in new York, and Life is beautiful in Las Vegas. (At the end of last year liquor stores in Texas, California and new York began to sell stacks an average of $12.99 each.) This weekend, the electric sky will be the only wine poured at many events Coachella, some of which are more a draw than the music festival.
Best company sena booze marketing artists of the world. You can find the electric sky cameos in music videos acts as Dreezy, machine gun Kelly, and English DJ. JAX Jones, whose video for dance track “instruction,” with Stefflon don, demi Lovato, includes a food truck is equipped with an electric sky and JAX Jones-branded bottles of Thai sauce. Rock band x ambassadors, said sen, did not expressed interest in doing a custom electric sky varietal, through the vineyards of the band members are originally from upstate new York. In over twenty years of electronic Duo AlunaGeorge consultation with Wolfgang on a new packaging design, electric sky, which will be released this summer. Company sena five-year plan: opening of cavernous electric sky tasting room in the vineyards of Northern California. “We’re in this super cool, super hospitable musicians,” he said. “We will have music memorabilia, for, back, be lofts, where artists can stay, they can Park the bus or anything. It would be different. How will this affect the vineyard area.”
Now electric sky just so happens to pop up for every album release Label party that hay throws, like the recent one for the singer Børns in the house in Los Angeles. Blue lights shone on the stage, and women in black leather jackets swayed in the playlist that hay was to collect in the uber on the road.
“You know, right?” he anxiously asked the photographer, who was standing near the bar on the patio. “We get the artist, and we also do wine shots.” One of the branding guys, ordered a rose wine and drank straight from the plastic container. “If Daniel sees people drinking from cups, he will lose consciousness,” he said.
Børns, who is twenty six, said that his preferred drink is tequila. But not so long ago he was faced with a dilemma: either to capture the electric sky before leaving one gig and going to another, or to wait an indeterminate time for the traditional drink. The choice was easy. He grabbed the bottle and grabs a bag to carry it,“ shoved it right down my pants.”
Sourse: newyorker.com
