Rap-rock group Flipsyde has the upcoming Winter Olympics to thank for the relaunch of its album, We the People, which originally came out last summer.
The Interscope album's re-release in December (with new track "Happy Birthday") coincided with NBC naming lead single "Someday" the theme song of its games coverage.
The infectious track is heard in TV spots that began airing a few weeks ago. The music video-like ads intertwine footage of the Bay Area quartet and such athletes as Apolo Anton Ohno and Michelle Kwan.
"This a great way to get our music heard," Flipsyde frontman Piper told Billboard. "It's also a great way to cut through the clutter."
Indeed. "We the People" sold 500 units in the week ending December 25, 2005, according to Nielsen SoundScan. The CD doubled its sales in the week ending January 1. Since its re-release, We the People has sold 2,000 of its 8,000 total.
For its part, NBC was looking for an edgy song filled with hope and achievement, says Barbara Blangiardi, the network's VP of marketing and special projects. Perhaps more importantly, it desired a song that would resonate with the much-coveted 18- to 34-year-old demographic. "When we heard 'Someday,' we knew it was the song," she says.
In addition to the TV spots, NBC hopes to reach its target audience through off-channel platforms, including the Internet and in-store play.
Interscope is using the "director's cut" version of the spot as a tool to push the song and group at radio and retail, Interscope VP of film and TV marketing Tony Seyler says.
With NBC and the Olympics on its side, Seyler says he and his Interscope colleagues understand that they must now connect the dots between Flipsyde, "the Winter Olympics band," and Flipsyde, the promising act.
The Interscope album's re-release in December (with new track "Happy Birthday") coincided with NBC naming lead single "Someday" the theme song of its games coverage.
The infectious track is heard in TV spots that began airing a few weeks ago. The music video-like ads intertwine footage of the Bay Area quartet and such athletes as Apolo Anton Ohno and Michelle Kwan.
"This a great way to get our music heard," Flipsyde frontman Piper told Billboard. "It's also a great way to cut through the clutter."
Indeed. "We the People" sold 500 units in the week ending December 25, 2005, according to Nielsen SoundScan. The CD doubled its sales in the week ending January 1. Since its re-release, We the People has sold 2,000 of its 8,000 total.
For its part, NBC was looking for an edgy song filled with hope and achievement, says Barbara Blangiardi, the network's VP of marketing and special projects. Perhaps more importantly, it desired a song that would resonate with the much-coveted 18- to 34-year-old demographic. "When we heard 'Someday,' we knew it was the song," she says.
In addition to the TV spots, NBC hopes to reach its target audience through off-channel platforms, including the Internet and in-store play.
Interscope is using the "director's cut" version of the spot as a tool to push the song and group at radio and retail, Interscope VP of film and TV marketing Tony Seyler says.
With NBC and the Olympics on its side, Seyler says he and his Interscope colleagues understand that they must now connect the dots between Flipsyde, "the Winter Olympics band," and Flipsyde, the promising act.
