THE KEVIN GATES MOVEMENT
MARKETING PLAN MARKETING MADNESS SUMMER 2014 TEAM 6
DANIELLE BOYD MOLLY GORMON AILEEN LEITNER SPENCER LEVY ALYSSA PHILLIPS SAMANTHA SHANK ZACHARY SHEFRIN
CONTENTS I.
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
II.
Project Timeline . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
III.
Campaign Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
IV.
Digital Marketing a.
Street Team Launch . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
b.
Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
c.
Digital Promotions . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
V.
Google Maps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
VI.
Live Performances a.
Pop–Up Shows . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
b.
StageIt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
VII. Budget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
CONTACTS Danielle Boyd. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Video Promotion Molly Gormon. . . . . . . . . . . . . . . . . . . . . . . . . . . . . Brand Partnerships Aileen Leitner. . . . . . . . . . . . . . . . . . . . . . . . . Business & Legal Affairs Spencer Levy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . A&R Alyssa Phillips. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Graphic Design Samantha Shank. . . . . . . . . . . . . . . . . . . . . . . . . . . . . Digital Markting Zachary Shefrin . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Urban Marketing
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OVERVIEW BIOGRAPHY Kevin Gates emerged from the unfriendly Baton Rouge streets with a lyrical gift. Born in New Orleans on February 5th, 1986 and relocating to Baton Rouge soon thereafter, Gates chose not to experiment with his lyrical skill until 2007. Upon hearing his unique style, local artists such as Webbie and Lil Boosie were eager to meet and create music with the young twenty–one year old. From there, Gates began his road to becoming a threat amongst Southern hip–hop artists, showcasing a unique and raw lyrical approach. Through various obstacles, including a short incarceration, Gates arrived back on the scene in 2011 where he received sudden recognition from Young Money’s Lil Wayne who showed interest in the young artist. With early support from a rap legend, Gates was lacking no confidence and it wouldn’t be long until the artist was signed. In early 2004, Gates signed with a Louisiana based label called Bon Temps Records. He will soon embark on his first promotional tour throughout the South known as “Behind the Gates.”
RECORD LABEL: We are Bon Temps Records. Carved from the roots of Louisiana’s finest music scene we bring to you the best combination of some dixieland jazz, southern blues, and one of Louisiana’s very own, Kevin Gates. We wanted to create a label that provides the perfect balance of grassroots tunes and sweet southern vibes, all enjoyed with a cold glass of Hurricane. Laissez les bon temps rouler.
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OVERVIEW
BEHIND THE GATES CONCEPT AND THEMES The Behind The Gates Concept’s primary purpose is to help promote Kevin Gates as an artist as well as give an insight to who he is as an artist ex. his values, and what separates him from other artists. In most of his interviews, Gates speaks about how he believes in keeping an open mind in life especially to other types of music. He doesn’t wish to be marginalized by his music, but rather accepted. For Gates, who has been through a lot and has physical representations of it, delaying judgement is important. He speaks on rappers in general being stereotyped by all different audiences. In his interviews, the artist goes on speaking about being a big fan of poetry, reading Nicholas Sparks, and even enjoying music from Taylor Swift, an artist on the opposite side of the rap world. Kevin Gates represents himself as a dynamic, complex artist that is progressive in today’s world as music categories expand.
“I NEVER GET TIRED” As a common saying amongst Kevin Gates in interviews and performances, Gates’s fans and audience thrive on his endless energy and passion for performing. Gates and his fans have already founded the “#ingt” hashtag as a way to showcase his dedication to his music. This serves as an important theme in the “Behind the Gates” campaign, which involves a two-week-long string of pop–up shows. Gates will be performing nightly through the south and the eastern seaboard, live–streaming his shows. The shows will lead to a final large performance on September 13, 2014 at 14th Street Hudson River Park in New York City. Along the way, Gates and his fans will be using this #ingt hashtag on social media platforms such as Twitter, Facebook, and Instagram to promote his tour, and to broadcast his endless energy and love for his music and fans. HOMETOWN A huge part of Kevin Gates’ music discusses his Baton Rouge upbringing. Much of what he is today, as well as the music he creates, was impacted by his southern Louisiana roots. In order to understand Kevin Gates’ music, his fans need to understand Gates himself, which includes his
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OVERVIEW
present and past personal story of growing up in the thick of Baton Rouge. It is for this reason that we have centered a lot of “Behind the Gates” around the idea of returning to his roots where he grew up and how he became the growing rap phenomenon he is today. The Google Maps feature allows his fans to virtually go back to his hometown and take a tour through his neighborhood, viewing insights if his lyrical genius. Hopefully this understanding will evoke nostalgia for fans’ own hometowns. EXPAND HORIZONS, EMBRACE THE NEW Throughout his interviews, Kevin Gates continued to mention that he believes in keeping an open mind and not limiting himself to what he is expected to do. He prides himself on being a fan of artists far from his genre—such as Taylor Swift—and in defying the stereotype of a typical rapper. Gates is open about his fondness for Nicholas Sparks’ The Notebook and Rudyard Kipling’s poetry, and he hopes to continue collaborating with varying artists such as B.o.B., Lil Boosie, and Twenty One Pilots.
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PROJECT TIMELINE • August 18: new website launch, street team launch and recruitment, Behind the Gates campaign Facebook and Twitter launch • August 25: Release pop-up show video to street team members • September 1: first pop-up show in New York, NY • September 2: Eastern Time #INGT contest @ 1:00 AM their time (X o’clock EDT) • September 3: second pop-up show in New Orleans, LA • September 4: Central Time #INGT contest @ 1:00 AM their time (X o’clock EDT) • September 5: third pop-up Show in Mississippi • September 6: Mountain Time #INGT contest @ 1:00 AM their time (X o’clock EDT) • September 7: fourth pop-up show in Atlanta, GA • September 8: Pacific Time #INGT contest @ 1:00 AM their time (X o’clock EDT) • September 9: fifth pop-up show in Raleigh, NC • September 10: Alaskan and Hawaiian Time #INGT contest at 1:00 AM their time (X o’clock and X o’clock EDT) • September 11: sixth pop-up show in Philadelphia, PA • September 12: Stage It show • September 13: last pop-up show in New York, NY
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CAMPAIGN OBJECTIVES • Raise awareness of Kevin Gates through the implementation of a surprise concert series as a way to introduce him to new fans and broaden his current fan base. • Spread his online presence through the Google Maps program that will increase his popularity through online music sites and social media platforms. • Recreate his public image to service a larger audience in order to make his music more accessible and reach a wider demographic
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STREET TEAM LAUNCH For the “Behind the Gates” campaign, a street team will be launched within the new Kevin Gates website. These fans will promote Kevin Gates to a wider audience and expand his overall visibility throughout the campaign and continuing on afterwards. Members will login and be presented with a members only dashboard and subtabs, in addition to exclusive content. There will be a general free membership along with an offer to join the paid Kevin Gates fan club.
EXPENSES • • • •
Web development App development Task manager Prizes
GENERAL STREET TEAM PAGE • • • •
Kevin Gates biography Explanation of street team Initiatives and reasons to join Current top rewards and current contests
STREET TEAM PERKS • • • • •
Access to exclusive content Exclusive contests Ability to purchase merchandise only available to street team members Cumulative point system Advantageous contest entry system
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STREET TEAM LAUNCH
• • • •
Presale offers Occasional discount codes for merchandise store Early announcements for certain exclusive information Access to all Google Maps content first
PAGES • • • •
Street team home Actions feed Contests and rewards Exclusive artist news
STREET TEAM HOME • • • • • • •
Top banner with tabs underneath Lower banner with street team subtabs Top left: profile picture, username, points Top right: artist news Center: action feed Bottom left: rewards Bottom right: top ten street team members
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STREET TEAM LAUNCH
ACTION FEED • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
Sign up for official street team: 100 points Like Kevin Gates Facebook page: 50 points Follow Kevin Gates on Twitter: 50 points Share latest Kevin Gates Facebook post: 50 points Like latest Kevin Gates Facebook post: 10 points Like Kevin Gates’ current Facebook profile picture: 25 points Retweet latest Kevin Gates tweet: 25 points Favorite latest Kevin Gates tweet: 10 points Refer a friend to join street team: 100 points Post link to one of Kevin Gates’ official YouTube videos on Facebook and tag him: 100 points Share current discount code on Facebook: 100 points Share Moment Me page of the next pop-up show: 150 points Instagram photo with Kevin Gates tour poster and #BehindTheGates: 250 points Share/link to Facebook: 25 points Share/link to Twitter: 25 points Instagram photo with Kevin Gates sticker and #BehindTheGates: 300 points Share/link to Facebook: 50 points Share/link to Twitter: 50 points Instagram photo with Kevin Gates bracelet and #BehindTheGates: 350 points Share/link to Facebook: 75 points Share/link to Twitter: 75 points Instagram photo with Kevin Gates shirt and #BehindTheGates: 400 points Share/link to Facebook: 100 points Share/link to Twitter: 100 points Instagram post with Kevin Gates drawstring and #BehindTheGates: 500 points Share/link to Facebook: 100 points Share/link to Twitter: 100 points Post photo of your locally posted Kevin Gates flier to Instagram: 500 points Share/link to Facebook: 150 points Share/link to Twitter: 150 points Make your own Kevin Gates lyric video on Instagram: 1,000 points Share Google Maps video on Facebook: 250 points Share Google Maps video on Twitter: 250 points
CONTESTS • • • •
Win Win Win Win
free copy of “Stranger Than Fiction” Kevin Gates’ entire discography on CD 2 tickets to see Kevin Gates in NYC for his last pop-up series show 1 year of fan club membership
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STREET TEAM LAUNCH
REWARDS • • • • • • • • • • • • • • • • • • • • •
0 points: access to Google Maps content 100 points: 1 automatic entry for contest 500 points: 5 automatic entries for contest 1,000 points: tour poster + 10 automatic entries for contest 2,000 points: 20 automatic entries for contest 2,500 points: sticker + 25 automatic entries for contest 3,000 points: 30 automatic entries for contest 4,000 points: 40 automatic entries for contest 5,000 points: bracelet + 50 automatic entries for contest 6,000 points: 60 automatic entries for contest 7,000 points: 70 automatic entries for contest 7,500 points: shirt + 75 automatic entries for contest 8,000 points: 80 automatic entries for contest 9,000 points: 90 automatic entries for contest 10,000 points: drawstring bag + 100 automatic entries for contest 11,000 points: 110 automatic entries for contest 12,000 points: 120 automatic entries for contest 12,500 points: 125 automatic entries for contest 13,000 points: 130 automatic entries for contest 14,000 points: 140 automatic entries for contest 15,000 points: 2 concert tickets + meet and greet + 150 automatic entries for contest
EXCLUSIVE ARTIST NEWS • Image • Bio • Links Social media Website Merchandise store • News stream
MOMENT ME Moment Me is a social platform that gathers content from the same event, or “moment.” This platform is seamless with many platforms and will be much more effective than a Facebook event because of how easy it is to manage and how interactive and engaging it is. The seamlessness between platforms also makes it easy for our street team to use for promoting and earning points.
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STREET TEAM LAUNCH
FAN CLUB In addition to the street team membership, there will be an offer to pay $50 and receive exclusive merchandise. There will be a registration bundle including a shirt and stickers, followed by one mystery item shipped to members each month for 10 months. For the final month, members will receive a discount on another year’s membership to the fan club, a signed poster, and copy of Kevin Gates’ latest album or mixtape on cassette, made available to fan club members only.
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STREET TEAM LAUNCH
EXPECTATIONS • The exclusive street team perks and rewards will easily draw in Kevin Gates’ strongest fans to join. They will carry out tasks and responsibilities designed to promote Kevin Gates. • The perks and rewards will increase current fans’ admiration of Kevin Gates. • The access to live streams and Google Maps campaign, in addition to the low monthly cost, will compel people who are not yet active fans to be curious enough to pay for at least one month of the exclusive street team membership. • All combined efforts will greatly increase Kevin Gates’ visibility.
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SOCIAL MEDIA Social media has become an overwhelming driver in the marketing of anything and everything. We plan on using this in a creative and personal way to create a stronger and larger Kevin Gates fan base. The following outline details the scheduled “Behind The Gates” related posts to be published, in addition to Kevin Gates’ personal social media activity. All posts will then be fed to the street team for them to share in order to earn points. Two contests will be included, one through Facebook and Twitter and one through Vine.
PLATFORMS: • • • • •
Facebook Twitter Instagram Youtube Vine
FACEBOOK SCHEDULE • Monday, August 11: Post Youtube video about new website and street team launch • Monday, August 18: New Facebook profile picture of the image at will be used for promotions during the duration of the campaign • Sunday, August 31: Scheduled #idgt EST contest post (geotargeted) • Monday, September 1: Post about first pop-up show (geotargeted) • Tuesday, September 2: Scheduled #idgt CST contest post (geotargeted) • Wednesday, September 3rd: Post about second pop-up show (geotargeted) • Thursday, September 4: Scheduled #idgt MST contest post (geotargeted) • Friday, September 5: Post about third pop-up show (geotargeted) • Saturday, September 6: Scheduled #idgt PST contest post (geotargeted)
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SOCIAL MEDIA
• • • • • • •
Sunday, September 7: Post about fourth pop up show (geotargeted) Monday, September 8: Scheduled #idgt AKST contest post (geotargeted) Tuesday, September 9: Post about fifth pop-up show (geotargeted) Wednesday, September 10: Scheduled #idgt HST contest post (geotargeted) Thursday, September 11: Post about sixth pop-up show (geotargeted) Friday, September 12: Post about StageIt show with link Saturday, September 13: Post about last show in NYC
TWITTER SCHEDULE • Monday, August 11: Tweet about street team launch
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SOCIAL MEDIA
• Monday, August 18: New Twitter profile picture of image that will be used for promotions during the duration of the campaign • Monday, September 1: Tweet about day’s pop-up show
• Wednesday, September 3: Tweet about second pop-up show • Friday, September 5: Tweet about third pop-up show • Sunday, September 7: Tweet about fourth pop-up show
• Tuesday, September 9: Tweet about fifth pop-up show • Thursday, September 11: Tweet about sixth pop-up show • Saturday, September 13: Tweet about last show in NYC
INSTAGRAM SCHEDULE • Monday, August 11: Instagram flier about the new website and street team launch • Monday, August 18: New Instagram profile picture of image at will be used for promotions during the duration of the campaign • Tuesday, September 2: Photo/video from first pop-up show • Thursday, September 4: Photo/video from second pop-up show • Saturday, September 6: Photo/video from third pop-up show • Monday, September 8: Photo/video from fourth pop-up show • Wednesday, September 10: Photo/video from fifth pop-up show • Friday, September 12: Photo/video from sixth pop-up show • Sunday, September 14: Photo/video from final pop-up show
YOUTUBE SCHEDULE • Monday, August 4: Short video announcement of a new website and street team launch in a week by Kevin Gates
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SOCIAL MEDIA
• Monday, August 18: New Youtube banner of image at will be used for promotions during the duration of the campaign • Monday, August 25: Upload unlisted video of Kevin Gates announcing a pop-up concert tour and how they will be the first ones to know and they get points for spreading the word on their social media outlets is video will be sent to all street team members • Tuesday, September 2: First NYC Google Maps video is sent to street team members • Thursday, September 4: New Orleans Google Maps video is sent to street team members • Saturday, September 6: Jackson Google Maps video is sent to street team members • Monday, September 8: Atlanta Google Maps video is sent to street team members • Monday, September 15: Thank you video to all current street team members for their aid in the “Behind The Gates” campaign • Monday, September 15: First New York Google Maps video goes public • Tuesday, September 16: Baton Rouge Google Maps video goes public • Wednesday, September 17: Mississippi Google Maps video goes public • Thursday, September 18: Atlanta Google Maps video goes public • Friday, September 19: Raleigh Google Maps video goes public • Saturday, September 20: Philadelphia Google Maps video goes public • Sunday, September 21: New York City Google Maps video goes public
VINE SCHEDULE • Monday, August 11: Announce Vine Contest: “A Vision Wiout Action Is Merely A Dream…My Life Is A Movie” – Kevin Gates Contest runs August 11 – September 13 Must make a Vine stating a dream you brought to life #mylifeisamovie @iamkevingates Prize of 2 tickets to a show on Kevin Gates’ next tour in city of choice • Monday, September 15: Announce winner
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DIGITAL PROMOTIONS Digital promotions are planned out across the “Behind the Gates” campaign. While using all of Kevin Gates’ social media outlets, as well as his street team, we will also obtain ad placement in select places.
STREET TEAM LAUNCH DIGITAL PROMOTION (BEGINNING AUGUST 11) AUGUST 11 – TBA • YouTube annotations linking to new website and street team breakdown AUGUST 11 – AUGUST 18 • • • •
Ad buys Google Youtube Targeted searches: Lil Boosie, Webbie, Waka Flocka Flame, Juicy J, Wale, Gucci Mane, Young Money, The Games, Baton Rouge, Atlantic Records
OVERALL CAMPAIGN AUGUST 18 – SEPTEMBER 13 • Ticket link for announced NYC show annotated on all Kevin Gates’ videos and added to all descriptions • One of Kevin Gates’ videos featured on the Atlantic Records’ YouTube page • Ad buys • Google • Youtube • Targeted searches: Lil Boosie, Webbie, Waka Flocka Flame, Juicy J, Wale, Gucci Mane, Young Money, The Games, Baton Rouge, Atlantic Records
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GOOGLE MAPS For the “Behind the Gates” campaign, an interactive Google Map will be launched within the new Kevin Gates website, as well as shared on various social media outlets. The interactive map will serve as guide to the pop-up shows that Kevin Gates will be performing along the East Coast, from Louisiana to New York. The map will feature a series of pins that will mark where each popup show will be. When expanded, the pins will feature exclusive video content of Kevin Gates, such as radio show interviews and backstage looks, in different cities along the East Coast.
BUDGET
EXPENSES • Public performing licenses • Stage/lighting costs of pop-up shows REVENUES The goal of our marketing plan is to raise awareness and to build a solid fan base for Kevin Gates in hopes that future revenues on album and concert sales will be greater.
GOOGLE MAPS OVERVIEW The Google Maps feature is embedded in the “Behind the Gates” website for street team member and general public access. New pins are available to members of the street team a few days before they are available to the general public. They are then shared on Facebook, Twitter, Instagram, and other social media outlets, along with an explanation of how to view and use the map.
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GOOGLE MAPS
PINS ON INTERACTIVE MAP • Pin 1: New York, New York, video with information about first pop-up show at Hudson River Park September 1, 2014 • Pin 2: New Orleans, Louisiana, video with information about second pop-up show at Jason Square September 2, 2014 • Pin 3: Jackson, Mississippi, video with information about third pop-up show at Lafleurs Buff September 4, 2014 • Pin 4: Atlanta, Georgia, video with information about fourth pop-up show at Kenny’s Alley September 6, 2014 • Pin 5: Raleigh, North Carolina, video with information about fifth pop-up show at City Market September 8, 2014 • Pin 6: Philadelphia, Pennsylvania, video with information about sixth pop-up show at Rittenhouse Square September 11, 2014 • Pin 7: New York, New York, video with information about seventh pop-up show at Hudson River Park September 13, 2014
ROLL-OUT DATES Pins within the map will be locked until certain dates when the street team can view them. The same pins will become unlocked to the general public at later dates. • August 25: Upload unlisted video of Kevin Gates announcing pop-up tour concerts; he explains how members will receive first notification of concerts, how members will receive points for spreading the word on social media outlets • Tuesday, September 2: release New York pop-up show video on Google Maps to street team members • Thursday, September 4: release New Orleans pop-up show video on Google Maps to street team members 20
GOOGLE MAPS
• Saturday, September 6: release Jackson pop-up show video on Google Maps to street team members • Monday, September 8: release Atlanta pop-up show video on Google Maps to street team members • Wednesday, September 10: Release Raleigh pop-up show video on Google Maps to street team members • Friday, September 12: release Philadelphia “1SecondEveryDay” video on Google Maps to street team members • Monday, September 15: Thank you video to all current street team members for their aid in the “Behind the Gates” campaign • Monday, September 15: New York Google maps video goes public • Tuesday, September 16: New Orleans Google maps video goes public • Wednesday, September 17: Jackson Google maps video goes public • Thursday, September 18: Atlanta Google maps video goes public • Friday, September 19: Raleigh Google maps video goes public • Saturday, September 20: Philadelphia Google maps video goes public • Sunday, September 21: New York Google maps video goes public
VIDEO INFORMATION INTRODUCTION VIDEO The first video will be released independently from the Google Map. It will air on Youtube and will serve as an introduction to Kevin Gates’ pop-up tour. The video will include a short interview with Kevin Gates where he will highlight the Google Maps and pop-up show initiative and get fans pumped up about what they can expect in the coming weeks. He will answer questions about the city he is in and answer several fan questions. Lastly he will release information about where his first pop-up show will be. VIDEOS 1-5 Each of these videos will be embedded within the interactive Google Map and will correspond with a pop-up show location. For example, Video 1 will be embedded in a New York City pin on the map). Kevin Gates will make a series of press appearances and participate in interviews at radio shows on the day of each pop-up show. The material from these appearances and interviews will be used to make the videos. This will be exclusive video content only available to members of the street team, but will later be released to the public. These videos are meant to create a buzz about the pop-up shows and entice more people to join the street team. Fans will have access to a variety of exclusive content, including the Google Map. We hope to make each video as personal and unique as possible.
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GOOGLE MAPS
These videos will also serve as part of the publicity component for the marketing plan. After Kevin Gates interviews on radio station, we hope to spread the interviews to as many people as possible through the Google Map and other social media outlets. VIDEO 6 This video will feature the “1SecondEveryday” video in which we will stitch together onesecond-long snippets of the “Behind the Gates” campaign into a short video. The video will be posted on the map to get fans excited about Kevin Gates’ final New York pop-up show. VIDEO 7 The last video will include a personal thank you from Kevin Gates to his street team for participating in the “Behind the Gates” campaign and making it a success. 1SECONDEVERYDAY VIDEO The pop-up show video that will be released on the Philadelphia Google Maps pin before the final pop-up show in New York will feature a “1SecondEveryDay” video. The 1 Second Everyday app allows you to stitch together one-second-long snippets from each day of your life and turn them into a compelling personal movie. For the “Behind the Gates” campaign, we will utilize the app in a unique way by documenting one second of everyday of the campaign and of the pop-up show tour. We will take one-second videos of the concerts, press interviews, and appearances, as well as priceless backstage moments on the road. We will stitch these moments together to make an exciting and compelling video that we will release on Google Maps before Kevin Gates’ last show in New York. The goal is to generate more buzz about his pop-up shows and to entice fans to come see what all the hype is about. On of the phrases that Kevin Gates utilizes regularly is “My Life is Like a Movie.” With the 1 Second Everyday video of the “Behind the Gates” campaign, this phrase will be made a reality. Fans will have a glimpse into what the life of Kevin Gates is really like.
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GOOGLE MAPS
INTERACTIVE GOOGLE MAP VISUAL EXAMPLES The following images display how the interactive Google Map will appear to the viewer. Each city where a pop-up show will be occurring features a pin. Each pin is color coded for a given city. When a viewer clicks on a given pin, an information box will appear with a video embedded into it. Viewers can watch the video from within the pin or watch it from the Youtube channel.
The following images display how expanded pins will appear. The pins will show the dates and locations of the pop-up shows. Embedded in the pins are videos of Kevin Gates. Each video will be unique and different depending upon which pin is clicked.
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POP–UP SHOWS Kevin Gates will perform a series of pop–up shows starting in New York City and leading to his hometown, Baton Rouge, back to a final show in New York City. We will have a special guest at select pop–up shows in order to maximize the amount of people attending the shows and gain Kevin Gates a larger fan base. The pop–up show series will begin and end in the same place to show the effect of the “Behind the Gates” campaign. We will make people aware of the pop– up shops by online hints, the Bandsintown app and the Moment.me app. Along with the pop–up shows, Kevin Gates will have radio promotion in each of the cities.
POP–UP SHOW SCHEDULE SEPTEMBER 1, 2014 14th Street Hudson River Park, New York, NY Special Guest: Wiz Khalifa Radio Station: Power 105.1 SEPTEMBER 3, 2014 Jackson Square, New Orleans, LA Special Guest: Lil Boosie Radio Station: Q93 SEPTEMBER 5, 2014 Lafleurs Bluff State Park, Jackson, MS Radio Station: WJMI 99.7 SEPTEMBER 7, 2014 Kenny’s Alley, Atlanta, GA Radio Station: Hot 107.9 SEPTEMBER 9, 2014 City Market, Raleigh, NC Special Guest: B.o.B Radio Station: K97.5 SEPTEMBER 11, 2014 Rittenhouse Square, Philadelphia, PA Radio Station: Hot 107.9 SEPTEMBER 13, 2014 14th Street Hudson River Park, New York, NY Ticket Cost: $30 24
STAGE IT STAGE IT SHOW CONCEPT A common catchphrase of Kevin Gates’ is “I don’t get tired.” Kevin Gates makes this comment often on Instagram videos. Fans respond to him with #idgt. To feed off the existing buzz, the theme will be incorporated into six geotargeted contests. The contests will occur at different real times, but at 1:00 AM on one night in each time zone. They will last until noon real time the next day. • When: September 12, 2014 • Where: Atlantic Records Recording Studio • Theme: #idgt (“I Don’t Get Tired”)
BUDGET • 6 free admissions: $30
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STAGE IT
TOP TIPPERS
#1 TIPPER • VIP package: 2 VIP experiences to a show of choice on Kevin Gates’ next tour (tickets not included) Meet and greet with Kevin Gates Backstage tour Side stage show viewing • Free single download • Twitter shout out #2 TIPPER • Kevin Gate personal shout out video • Free single download • Twitter shout out #3 TIPPER • Kevin Gates t-shirt • Free single download • Twitter shout out 26
STAGE IT
GEOTARGETED CONTESTS PRIZE Free admission to Stage It show (6 total) INSTRUCTIONS FOR ENTRY Participant must save the image posted to Facebook, which will be an advertisement for the Stageit show. Once saved, the participant must post the image to Instagram using #idgt and @kevin_gates. • Facebook: geotargeted advertising/announcement of the contest to people who like the Kevin Gates page in states of corresponding time zones. Image will be included.
HAWAII TIME Wednesday, 7/16/14 10:33 AM HST
ALASKA TIME Wednesday, 7/16/14 12:33 AM AKDT
PACIFIC TIME Wednesday, 7/16/14 1:33 AM PDT
MOUNTAIN TIME Wednesday, 7/16/14 2:33 AM MDT
CENTRAL TIME Wednesday, 7/16/14 3:33 AM CDT
EASTERN TIME Wednesday, 7/16/14 4:33 AM EDT
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STAGE IT
• • • • • •
Eastern contest: August 31, 1:00 AM EST = 1:00 AM EST Central contest: September 2, 2:00 AM EST = 1:00 AM CST Mountain contest: September 4, 3:00 AM EST = 1:00 AM MST Pacific contest: September 6, 4:00 AM EST = 1:00 AM PST Alaskan contest: September 8, 5:00 AM EST = 1:00 AKST Hawaiian contest: September 10, 6:00 AM EST = 1:00 AM HST
PROMOTIONAL IMAGE
INSTAGRAM Fans will execute contest participation by posting the saved image from Facebook and have to #idgt and @iamkevingates in order to be entered.
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BUDGET GROSS SALES Ticket Sales ($30 each, ~2,500) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75,000 Merchandise ($3–4 each, ~6,500) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19,500 CDs ($9.99 each, ~2,000) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19,980 Stage It ($5 a head, ~1500) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7,500 Fan Club Membership ($40 a year, ~500) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20,000 NET SALES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 141,980
EXPENSES STEET TEAM Web Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5,000 App Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9,000 POP–UP SHOWS Venues (8–10,000 p/n per venue, ~2 venues) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19,000 Extraneous expenses (lighting, stage management p/ show) . . . . . . . . . . . . . . . . . . . . . . . . 15,000 Public Performing License (4,000 each, ~6 shows) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24,000 MERCHANDISE T–shirts ($10 each, 5,000) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50,000 Posters ($15 each, 3,000) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45,000 Stickers (.56 each, 10,000) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5,600
TOTAL TENTATIVE EXPENSES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 172,600
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