Distribution Plan

For

Camera Obscura

Nicole CarabajalMusic DistributionDistribution Project

Professor Brandy PriceJanuary 29, 2011

Disclaimer: The information contained in this document and any document attached is intended only for the named recipient(s). If you are not the intended recipient, nor the employee or agent responsible for delivering this document in confidence to the intended recipient(s), you are hereby notified that you have received this document in error, and any review, dissemination, distribution or copying of this transmittal/document or its attachments is strictly prohibited. If you have received this document in error, please notify me immediately by e-mail (nickicarbie@yahoo.com) and then destroy this document, including any attachments.

The Band: Camera Obscura

From left to right, top row: Lee Thompson (Drums), Kenny McKeeve (Guitar, Mandolin, Harmonica, Vocals) & Gavin

Dunbar (Bass)Bottom row: Traceyanne Campbell (Vocals) & Carey Lander

(Piano, Organ, Vocals)

About the Band

Camera Obscura is an indie band from Glasgow Scotland and formed in 1996. The band’s style of music is indie and pop rock with a touch of soul. The band’s music is Norah Jones meets the Plain White T’s with an image of the 1950s.

The band has toured extensively in the United Kingdom and Europe. It has recently started touring in Asia and the United States in 2004. The band has established a great presence on the home front but is definitely making its way towards the states. Recent visits include Texas and New York.

This coming year, the band will be touring throughout the summer in major cities, such as San Francisco, New York City, Los Angeles and others.

Past ReleasesMy Maudlin CareerReleased April 21, 2009

Made it to 32 on the UK Albums Chart, 37 on Irish Albums Chart, and 87 on the Billboard 200 Chart in the United States.

Let’s Get Out of This CountryReleased June 1, 2006

Made it to 125 on the UK Albums Chart.

Underachievers Please Try Harder Biggest Bluest Hi Fi Released September 1, 2003 Released November 1, 2001

FeaturesThe band’s music has been featured in the following:

Friday Night Lights (Television Series, Episode 5)Aired October 2006

Viewer Ratings: Average of 5.6 million for each season

P.S. I Love You (Major Motion Picture)Released World Wide December 21, 2007

Grossed $53,680,848

The ProductThe fan pack:

The fan pack will include the latest CD by the band, a T-shirt and will come in a specialized (paper) box that will look like the Camera Obscura box that was considered an early version of the camera.

Target Audience

Fans are men and women, ranging from 25 to 35 years old. They’re middle class people. In this case, they have extra spending money and may not have as many priorities or responsibilities, such as children or a mortgage. In the United States, they reside near or in metropolitan cities.

Interests

The fans are regular concert attendees and music festival lovers. They are also fans of indie and light rock, and somewhat follow the fashion trends but really don’t.

Retail MarketingWhere the product will be available on site:

Barnes & Noble will have a display table of the fan pack along with books of P.S. I Love You and movie posters the size of 8 ½ x 11 as well.

The fan pack will be available at Hot Topic Stores and the CD will be in the listening post so fans as well as potential fans can listen.

Online Marketing

The fan pack will be available online on the band’s Web site, the physical retailer’s site and be marketed on all social networking sites.

DetailsThe overall goal of this distribution plan is to sell the fan

pack in niche stores as mentioned (shown along with a still from the movie) earlier and market it online and among social networking sites. The band’s rise in popularity is soaring and with the summer tour just around the corner, the product will surely do well. (Our department within the label is working closely with the marketing and publicity departments, but the following is based on what will be spent for this project.) Last, producing this product for fans and potential fans is aimed to be meaningful so that fans are not only happy, but will return in the future to further support the band.

ExpensesThe band’s label, 4AD, is headquarter in the United

Kingdom, but we do have an office in the Los Angeles area. Basically, our office will oversee the fan pack’s launch and not necessarily need to “outsource” outside the country, but instead will be using a manufacturer in the states. (We felt this was a better idea since the majority of the product should be sold in America because we are working on getting the band established here.) In addition, this

manufacturer will ship the product to selected cities that have been chosen in or near by the group will be passing through while on tour. 10,000 fan packs will be made and sold within the physical stores in addition to the online sites.

The product will be sold for $40.00 since it includes both the CD and T-shirt. (And of course taxes will mostly likely be added on but this is charged to the customer depending on what state he or she resides.) The product will make an overall $400,000 when all are sold. 500 packs will be free goods and cost $20,000, which $380,000 will remain in profit. However, costs such as listening stations, positioning (display in Barnes & Noble), posters, shipping, online advertising, and licensing fees (to use the still from the movie) will total $40,150. In addition, the manufacturing costs will be $52,214 including a surcharge. Furthermore, $10,000 will be set aside for any unforeseen costs. The total in profit should be $277,636.

At this point there really isn’t any other fees or costs that will be needed since we will be using much of our own resources. In addition, the band will receive royalties from (the performance rights organization it is signed up with) for all albums sold (within the pack), except free goods because they are used for promotional purposes.Contact Information:

For all inquiries, please contact project manager Nicole Carabajal at:

nickicarbie@4ad.com

Thank You!

References

Band Information and Pictures:

http://en.wikipedia.org/wiki/4AD

http://camera-obscura.net/

http://www.myspace.com/cameraobscuraband

http://en.wikipedia.org/wiki/Camera_Obscura_(band)

Friday Night Lights Information:

http://en.wikipedia.org/wiki/Friday_Night_Lights_(TV_series)

P.S. I Love You Information:

http://movies.yahoo.com/movie/1809779131/details

Pricing Information:

http://www.xposeyourbrand.com/order.cfm?strip=0&