http://breakingnews.iol.ie/entertainment/story.asp?j=155985758&p=y55986464Cullum targets head girls
Jazz musician Jamie Cullum is sending a free copy of his new album to each of the UK’s head girls.
Jazz musician Jamie Cullum is sending a free copy of his new album to each of the UK’s head girls.
In a novel marketing technique, Cullum’s record company Universal is targeting the 430 best performing all-girl schools in Britain.
Each head girl will receive an advance copy of the album, Catching Tales, plus a package of posters and stickers.
Cullum, 26, hopes it will bring him a new audience of teenage fans.
Dickon Stainer, general manager of Universal Classics and Jazz, told The Times: “We identified that a large audience of obviously sophisticated middle-class teenage girls had begun attending Jamie’s shows.
“There was a whole coachload wearing Saffron Walden Hockey Club shirts at one concert and that gave us the idea to send copies of his new record exclusively to head girls.”
State and independent schools will both be targeted.
A spokesman for the Independent Schools Council said: “We are sure that girls will enjoy his latest release, but we are surprised that he is not also sending it to boys since they would enjoy his music as well.”
Cullum’s debut album, Twentysomething, sold 2.5 million copies.
― Dom Passantino (Dom Passantino), Thursday, 15 September 2005 14:24 (twenty years ago)
I've pasted this in full justs o everyone who is too lazy to click will see the head girls comments!
Head girls at some of Britain's top schools are being targeted in the music business' latest ploy to sell to young people. Are they the new trend gurus?
As arbiters of cool, clever kids have never ranked high... until now, perhaps.
In a radical departure from typical marketing ploys, a record company is targeting head girls to spread the word about one of its rising stars.
Universal Records is blitzing head girls at every all-girl school in Britain with Jamie Cullum promotion packs, which include posters, stickers and copies of his new CD.
The company believes the girls are cultural kingpins, whose influence on friends and fellow pupils will help spread the word about Cullum to a younger audience.
There's nothing new about this sort of marketing. Hip brands use so-called cool hunters to track buying trends among young people, handing them freebies as a way of spreading the word.
But the advent of head girls as some sort of cultural opinion formers is a new one. What do they think and what are they into right now? And what's your verdict on their cultural pointers? Let us know using the form below.
Joanne Lynch, 17, head girl at Loughborough High School
ON JAMIE CULLUM: I've heard bits of his last album but didn't buy it although I did download "High and Dry" onto my iPod. He's certainly a talented musician.
INFLUENCE: It's a strange tactic. It's quite a privilege being a head girl but I'm not sure I've much influence. Maybe if I played it in the common room... Do I feel used? No. He's trying to sell as many albums as possible, but if they send the CD to anyone else here it would have the same effect.
MUSIC: I'm into Coldplay, Keane, the Killers - music that's more sophisticated than pop, although, I confess, I like McFly and Busted. They're catchy tunes. The last two albums I bought were Kelly Clarkson, Breakaway, and Oasis, Don't Believe the Truth.
FILM/BOOKS etc: I enjoy Harry Potter. I think they're excellent. The last film I saw was Crash which was really enjoyable, but thought-provoking too. But I also like a romantic comedy.
Alex Laskowski, 17, head girl at Nottingham High School for Girls
ON JAMIE CULLUM: I don't know much about his music but a few girls in my year have been to his concert. We've put up the posters I've been sent of him in the common room.
INFLUENCE: I doubt I carry much influence in terms of getting other people to follow what I'm listening to. I don't know how successful the campaign will be, although if they send us a CD, we'll definitely listen to it.
MUSIC: We listen to a real mix of stuff in the common room - Queen, Travis, R&B, Led Zeppelin - our parents' music. The last album I bought was Green Day's. I'm into David Bowie, Jet, Maroon 5.
FILMS/BOOKS etc: I'm looking forward to seeing Pride and Prejudice, as are a lot of the girls. We all like Johnny Depp, so Pirates of the Caribbean was a big hit here. Foreign films too - My Life as a Dog, Amelie.
Victoria Hudson, 17, head girl at St Margaret's School, Edinburgh
ON JAMIE CULLUM: I'm not a major fan, but I'm not averse to him either. Receiving the box of posters and stuff through the post was a surprise - we had quite a bit of fun opening it.
INFLUENCE: I'd hope I have some influence among my year - a head girl needs to, to get things done. But as far as influencing what others listen to, I don't think I have that power. We're all independently minded. Most marketing is about manipulation. At least this is quite a clever campaign.
MUSIC: I'm into the Killers, the Kaiser Chiefs - I went to see them live - dance music, older music. I'm going to see Athlete in October.
FILMS/BOOKS etc: The classics are my thing at the moment. We're reading Pride and Prejudice and Emma for our highers. I'd like to read more novels, but school work takes up too much time. On TV, I like House, the OC, CSI.
Fenella Cooil, 17, head girl at Leicester High School for Girls
ON JAMIE CULLUM: I've not received anything yet - which is a bit of a shame, since the other head girls have. He's certainly a gifted musician although I've never really listened a great deal to his stuff.
INFLUENCE: I don't think I have any influence among my peer group, although perhaps further down the school, among the younger girls. Of course this is about manipulation - what marketing campaign isn't. But look, it's got you interested, so that's playing into their hands as well. I'm not going to object if someone sends me a free CD.
MUSIC: Green Day was the last album I bought, but I'm really keen on Rufus Wainwright. On the common room CD player, we're listening to James Blunt. Lots of girls are into the R&B scene, although it's not my thing.
FILMS BOOKS etc: I love the theatre. I'm in a play at the moment. I'm going to see the King and I soon and Annie. The last film I saw at the cinema was the Island. That was very good.
― Last Of The Famous International Pfunkboys (Kerr), Friday, 16 September 2005 16:16 (twenty years ago)