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Download Waiting For The Elevator (Album) - One Sheet

ARTIST:  The Laurie Berkner Band

TITLE:  Waiting For The Elevator

STREET DATE:  October 4th, 2019

PRE-ORDER LAUNCH: September 13th, 2019

ANNOUNCEMENT DATE

EMBARGO TILL: N/A

Production has been notified: Yes _x_ No __

GENRE: Children’s

SUBGENRE:

LABEL:  Two Tomatoes Records

PRODUCT MANAGER: Katie Messer

TERRITORIES: WW

PARENTAL ADVISORY: No

 

CD SELECTION #/UPC # (& PRICING): $12.99 Physical / 695842347323

CD PACKAGING: Sofpack

LP SELECTION #/UPC # (& PRICING): N/A

LP PACKAGING: N/A

 

DIGITAL SELECTION #/UPC # (& PRICING): $9.99 / 695842347330

MFiT SELECTION #/UPC # (& PRICING): $9.99 / 695842347439

HI RES SELECTION #/UPC # (& PRICING): N.A

INSTANT GRAT SCHEDULE: “Look At All The Letters” and “I Know How That Works”

FOCUS SINGLE: “Waiting For The Elevator”

RELEASE WEEK FOCUS TRACK (not instant grat – to submit for playlists): “Waiting For The Elevator”

LYRIC VIDEO(S) RELEASE DATE(S): N/A

OFFICIAL MUSIC VIDEO(S) RELEASE DATE(S):

Waiting For The Elevator: 4/6/2018 (already released)

I Love You Daddy: 6/1/2018 (already released)

This Mountain: 4/5/2019 (already released)

A Hug From My Mama: 5/3/2019 (already released)

Somos Los Dinosaurios: 6/7/2019 (already released)

A Dollar: 9/6/2019 (already released)

I Know How That Works: 10/4/2019

Chipmunk At The Gas Pump: 11/1/2019

ARTIST OVERVIEW

Recognized as “the queen of kids’ music” (People magazine), Laurie Berkner has been a longtime fixture on TV’s Nick Jr. and Universal Kids channels. Her original songs, albums, DVDs, music videos, and books leave no doubt: Laurie Berkner is the genre’s superstar and the power behind the progressive “kindie rock” movement. Laurie’s albums, released on her own label Two Tomatoes Records, have been best sellers on a chart typically dominated by movie soundtracks and major label compilations. Her debut DVD, which went quadruple platinum, was the first-ever indie children’s music DVD to enter Billboard’s Top Music Video chart at #1.

 

Laurie has released twelve bestselling, award-winning albums: Whaddaya Think Of That (1997); Buzz Buzz (1998); Victor Vito (1999); Under A Shady Tree (2002);Rocketship Run (2008); The Best Of The Laurie Berkner Band (2010); A Laurie Berkner Christmas (2012); Laurie Berkner Lullabies (2014); The Ultimate Laurie Berkner Band Collection (2014); a two-disc album, Laurie Berkner’s Favorite Classic Kids’ Songs (2015); Superhero (2016), and Laurie Berkner: The Dance Remixes (2017). Laurie’s Two Tomatoes Records has co-released (with Razor & Tie Entertainment) two DVDs: We Are . . . The Laurie Berkner Band (2006) and Party Day! (2011).

 

The Los Angeles Times declared, "Laurie Berkner does what Fred Rogers did:  respect, validate and reassure young children."  According to Time Magazine, Laurie is "a kind of sippy-cup Sheryl Crow."  The New York Times dubbed Laurie “the Adele of the Preschool crowd.” The Washington Post wrote, "Jimmy Buffett has his Parrotheads.  The Grateful Dead have their legendary Deadheads.  Laurie Berkner has, um, Dino-heads?"  The Denver Post enthused, “In the world of children’s music, Laurie Berkner isn’t just popular, she’s an icon.”

 

Laurie has authored seven books based on her songs, including two Barnes & Noble NOOK Kids™ e-books. Simon & Schuster Books for Young Readers, an imprint of Simon & Schuster Children’s Publishing, recently published three picture books with Laurie. We Are the Dinosaurs was released in Spring 2017. Pillowland was released in Fall 2017, and Monster Boogie was released in Summer 2018.

 

In November 2018, Audible released, Laurie Berkner’s Song And Story Kitchen, a 10-chapter audio series for kids featuring Laurie’s songs and stories that was created and produced by Laurie Berkner. The series was one of six Audible Originals to be featured in the month of November and has garnered hundreds of extremely favorable 5-star reviews on Audible.com.

 

What sets Laurie apart?  She displays an instinctive understanding of children’s natural rhythms and energy, which keeps kids enraptured and brings parents and caregivers happily along for the ride.

 

 

ALBUM OVERVIEW

 

Waiting for the Elevator is a compilation of songs about exploring and learning emotional, practical and life skills. Waiting can be difficult, but it's more fun when there are things to do together while we wait, like in the song, "Waiting for the Elevator."

 

There are songs about feelings (I Missed You, I am Angry (Yes I Am)), colors (Big Blue Box, Purple Bricks In The Sky), numbers (A Dollar, Do You Hear The Bells?), movement (This Mountain, Did You Go To Ohio? - feat. Tony Award Winner Gavin Creel),  letters and months (Look At All The Letters, 12 Months), newfound abilities (I Know How That Works, Come Out Come Out), family relationships (I Love You Daddy, A Hug From My Mama), and even a new language (Somos Los Dinosaurios).

 

It's an album of interactive songs that will follow children as they grow and give them new ways to learn, play, and express themselves.

 

MARKETING BLURB

For young children, every moment is about learning, growth, and development, so it's only natural that these are the themes for Berkner's thirteenth album, Waiting For The Elevator. Intellectual development – learning letters, numbers and months of the year – sits right alongside emotional development – learning about feelings and relationships – in this kaleidoscope of interactive songs that ring with Laurie's signature style while employing new voices, new learning play, and even a new language!

 

 

TOP SALES MARKETS/TERRITORIES/SOUNDSCAN HISTORY/HOMETOWN

 

STREAMING DATA IN THE US

  • +230 million streams LTD in the US

    • 195 million on-demand streams

    • 35 million programmed streams

  • +60 million streams YTD, on her way to surpass 110 million streams in 2019

    • This is up 38% y-o-y

  • AMAZON

    • 32 million streams YTD, up 98% y-o-y

    • 96 million streams LTD

 

  • SPOTIFY

    • 7.4 million streams YTD, up 35% y-o-y

    • 36 million streams LTD

  • APPLE

    • 3.7 million streams YTD, up 58% y-o-y

    • 15.3 million streams LTD

  • PANDORA

    • +14 million streams YTD, down 22% y-o-y

    • 41 million streams LTD

 

TOPLINE SALES HISTORY BY FORMAT

  • Albums sold LTD: 993k (Music Connect US only)

    • Physical: 875k albums (of which 325k albums at Amazon)

    • Digital: 118k albums

    • Digital tracks: 772k tracks

  • Albums sold YTD: 5.4k albums

    • Physical: 3.7k albums

    • Digital: 1.7k albums

    • Digital tracks: 8.4k tracks

 

SALES HISTORY BY ALBUM:

Whaddaya Think Of That?: 143,593

Victor Vito: 227,058

Buzz Buzz: 219,107

Under A Shady Tree: 167,484

Rocketship Run: 96,093

The Best Of The Laurie Berkner Band: 185,709

A Laurie Berkner Christmas: 28,931

Laurie Berkner Lullabies: 31,267

The Ultimate Laurie Berkner Band Collection: 15,091

Laurie Berkner's Favorite Classic Kids' Songs: 27,090

Superhero: 8,320

Laurie Berkner: The Dance Remixes: 984

We Are The Laurie Berkner Band DVD: 443,074

Party Day DVD: 19,518

 

The Laurie Berkner Band is based in New York City. Top sales demographics include:

New York, NY

Los Angeles, California

Chicago, IL

San Francisco Bay Area, CA

Philadelphia, PA

Boston, MA

 

 

COMP ARTISTS/RELEASES

Raffi, Dan Zanes, Elizabeth Mitchell

 

KEY MARKETING DRIVERS

  • Very strong support for the album’s title track – Waiting For The Elevator’s music video currently has +856k views and nearly 62,000 views from June-July alone.

  • “Somos Los Dinosaurios” is the Spanish-language translation of Laurie Berkner’s wildly popular hit song “We Are The Dinosaurs” – creating marketing opportunities for Spanish-language speakers and international reach.

  • Broadway star and Tony Award winner Gavin Creel joins Laurie on “Do You Hear The Bells?”

  • Sirius XM will likely feature songs from this album

  • Google AdWords search, display, and video campaigns will point to the album’s featured songs and videos.

  • National press campaign by Two Tomatoes’ publicist, with anticipated coverage in newspapers (in print and online), parenting magazines (both print and digital), trade publications, parenting websites, and blogs, as well as radio airplay on shows geared to kids and families.

  • Strong social media campaign by Two Tomatoes’ social media specialist, across Facebook, Twitter, Instagram, and Pinterest.

  • Upcoming concerts will feature the songs performed live

  • Audible Original series, “Laurie Berkner’s Song and Story Kitchen” continues to drive traffic to laurieberkner.com

  • Pandora audio message directing to the album playing on the Laurie Berkner and Laurie Berkner Band channels

 

DIGITAL MARKETING INITIATIVES

See below

 

PAID MEDIA SPEND DRIVING TO STREAMING ACCOUNTS (if any)

 ~$800-1200/month in Google Adwords and social media posts.

 

UMG ON PLATFORM SUPPORT – N/A

 

 

 

SOCIAL MEDIA INITIATIVES

  • Facebook

    • $100 Promoted post for 7 days, targeting US parents/grandparents 25-64

    • Reskin of the page with new cover graphic

    • New album and feature “I Know How That Works” music video

    • Follow up posts, for e.g. have you heard “WFTE”?

    • Account support posts – Amazon, Apple, Spotify, Walmart, Target

    • Alexa play “Waiting For The Elevator album by The Laurie Berkner Band”

 

  • Instagram

    • Overall mirroring Facebook’s posts

    • Video of Laurie announcing the release of the album and new videos   

    • Reskin of page

      • New highlight “Waiting For The Elevator”

      • Link for the album in bio

    • Use of IG stories and highlights on a weekly basis to drive to the album on different accounts

  • YouTube

    • Posts on the Community tab to drive people to the album and its music videos (at least once a week)

      • Experiment and use the “poll” feature

    • Change up the cards for popular videos to point to the album (start with top 10 videos)

    • Update suggested videos to feature the album’s music videos

    • New playlists with the album’s music videos to reflect the different themes (nature songs, animal songs, dance and movement)

  • Website

    • Featured Slider on the homepage

    • New music videos monthly featuring songs from the album

    • Add album to the NEW song square under slider

    • Add as featured album on The Listen Page

    • Feature music videos from album on the Watch Page

    • Post crafts to go with the albumin the Blog on release day and more within the next few weeks

  • Twitter

    • Announce on Twitter the release

    • Correspond with fans responses

    • Similar to Facebook and Instagram, content-wise

 

  • Pinterest

  • Add the album to the Band News

  • Add the album to Music Videos

  • Promote Pin

 

  • Spotify

    • Change Artist Pick to “I Know How That Works”

    • Add songs from album to some playlists (Dance and Movement, Toddler Music for spring, Songs for babysitters)

 

 

 

ARTIST AVILABILITY FOR POSSIBLE CONTENT CAPTURE

Open to discussing all opportunities – sessions, social media takeover, liners, video messages, etc.

 

RADIO PLAN

Main radio target will be to pitch for SiriusXM placements.

 

SOCIAL STATS

  • Facebook - +102k followers

  • Twitter – 11.2k followers

  • Instagram – 6.3k followers

  • YouTube -  +73k subscribers, +51 million views

  • Spotify – +24k followers, +193k monthly listeners and ~44million streams since 2015

  • Pinterest – 97.9k monthly viewers, 3k followers

  • Shazam – top song has 4.6k Shazams

 

TOURING DATES/INFO

Shows with * will be band shows.

 

All shows in the month of December are holiday shows.

 

Freehold, NJ and New York, NY are Halloween shows. All others are Greatest Hits shows. Songs from this album will be played, including singles released over the past 18 months.

 

Long Island, NY

Chicago, IL

Minneapolis, MN

Wakefield, MA

Freehold, NJ*

New York, NY*

New Haven, CT

Tarrytown, NY*

Huntington, NY*

Concord, NH*

Princeton, NJ*

Saratoga Springs, NY

Owings Mills, MD

Orange County, CA

La Jolla, CA

Morristown, NJ*

 

TRACK LISTING

  1. Waiting For The Elevator

  2. A Dollar

  3. Did You Go To Ohio?

  4. Look At All The Letters

  5. 12 Months

  6. Do You Hear The Bells? (feat. Gavin Creel)

  7. Chipmunk At The Gas Pump

  8. I Missed You

  9. I Know How That Works

  10. I Love You Daddy

  11. A Hug From My Mama

  12. Piggyback Ride

  13. A Mermaid's Song

  14. Big Blue Box

  15. Come Out Come Out

  16. I Am Angry (Yes I Am)

  17. Purple Bricks In The Sky

  18. This Mountain

  19. Somos Los Dinosaurios

 

STREAMING STRATEGY

  • Genre goals: children’s music, skews younger (toddler, closer to Raffi)

  • Mood potential: upbeat, energetic, learning/educational songs for kids

    • Songs are about numbers, letters, feelings, family, learning a new language (Spanish)

  • Streaming forward tracks

    • Waiting For The Elevator

    • Do You Hear The Bells?

  • Artist curated playlists

    • Laurie will be able to create new Spotify and YT playlist themed around the different subjects of the album “Toddler Songs About Numbers”

  • Short term & long term goals

    • Short term:

      • Land on more curated playlists at all the accounts

      • Have her “This Is” (Spotify) and ‘Essentials” (Apple) playlists updated with some of the album recent songs

    • Long term:

      • Increase monthly listeners and subscribers at Spotify

      • Diversify her source of streams (best account is currently Amazon by far)