I have so many conflicting thoughts about Harry’s promo and the performance of SOTT, all of which have been much better expressed by other bloggers this morning so I won’t repeat them, but one thing that is really niggling at me is this:
These are not bush league teams handling his rollout. The Azoffs, Sony — they are not newbies. They know what they’re doing. They’ve been down this road many, many times before. Surely they are monitoring sales and the fandom, so why are they not adjusting their strategy? I’ve been part of many marketing campaigns for much less valuable brands than Harry Styles and we always had contingency plans ready for different market reactions, and we monitored the performance of our campaigns closely and adjusted where we needed to when they didn’t perform as we expected (and took the hits when we didn’t/weren’t able to).
I also know that you can’t turn an aircraft carrier around on a dime, so maybe they’re hard at work on it behind the scenes and we’ll see the results of their work in the coming days and weeks, but hoo boy. I’d think a little fan engagement in the form of a thank you tweet for getting Harry to number one in the UK would have been a really easy place to start, so I’m not holding my breath…but I hope they figure this out soon to do better by Harry for the album rollout.