‘DMB Live 25’ Featured Unreleased Live Performances from the ’90s to the 2010s
Our first Musictoday client, Dave Matthews Band, launched their limited-edition DMB Live 25 box set collection last month. This beautiful box set featured 25 previously unreleased live performances from the band’s early years in Virginia to performances from the last decade and ranged in price from $150 to $500.
To celebrate the collection, a presale was available exclusively to members of Dave Matthews Band Warehouse official fan association. Soon after, the remaining inventory was made available on the official Dave Matthews Band Store. All 2,400 box sets sold out in one week.
Launch support included collaboration with band management on the announcement including store merchandising and digital marketing efforts. Our multifaceted pre-order awareness marketing campaign resulted in an overall website conversion rate of 12.3% and leveraged several channels including e-mail (5.5% CVR), social (3% CVR), paid search (9.6% CVR) and organic search (5.1% CVR). The email campaigns launched in support of the offer drove over 35% of total sales.
The complete DMB Live 25 Collection included:
- Limited-edition LP 180-gram collection housed in a fabric-wrapped, lift top box. The set also held a foil-stamped, hardcover book featuring photos exhibited in the DMB 25 Pop-Up Retrospective.
- Limited-edition poster
- Men’s and women’s t-shirts
- Metal lapel pin
- Cotton throw blanket
Interested in Musictoday’s services? Contact us today to learn more!