“Kal Bhi Aaj Bhi” is a popular radio show on Radio City playing older Hindi film songs (they call it retro music).
The radio station has collaborated with Saregama, a music company with the rights to many of these old songs to release an album – “Kal Bhi Aaj Bhi Classics”
To launch the CD, they held a live concert. The performers were top musicians, along with both new and established singers.
They invited 400 people to the concert – business partners, advertisers, agencies, press etc, and gave each of them a copy of the album.
Everyone benefits from a partnered-event like this. The radio station strengthens the industry view that they have “The Show” for this type of music. The music company gets a platform to launch a new album. Musicians, including newcomers, get a chance to perform live to an influential audience. Celebrity presenters and attendees ensure press coverage that hopefully will flow into album sales.
There are so many ways to build momentum for your product though cross-promotional partnerships, rather than just buying advertising.